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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to the NTM Growth Marketing Podcast! Today, we are thrilled to have Kerry Gilliam, a pivotal figure at the Best Practice Institute, joining us. Kerry heads up customer success and marketing at this revolutionary leadership training organization. In this post, we’ll delve deep into her experiences, the ethos of her company, and valuable insights on the intersection of customer success and marketing.
The Best Practice Institute (BPI) is not just another leadership training organization. It is the bedrock behind “Most Loved Workplace,” an initiative aimed at transforming workplace cultures across the globe. Kerry Gilliam, who oversees customer success and marketing, shares the mission of BPI:
“Our founder and CEO, Louis Carter, an organizational psychologist, discovered through years of research that to create a workplace culture where employees love coming to work, you need to tap into their emotions and sentiments. Thus, the ‘Most Loved Workplace’ index was born.”
Louis Carter’s research underpins BPI’s efforts. As an organizational psychologist, Carter unearthed the importance of emotional connection in fostering an engaging workplace. This led to the creation of the Most Loved Workplace index, a construct dedicated to identifying and nurturing positive workplace cultures.
Working at BPI is fast-paced and ever-evolving. Kerry’s day is a whirlwind of customer meetings, strategizing marketing initiatives, and partner discussions. Here’s a glimpse into her daily routine:
Kerry describes her role as a blend of customer success and marketing, encapsulating the essence of BPI’s customer-centric approach.
Kerry’s dual role enables a deeper connection with customers, directly influencing marketing strategies. She explains:
“By having customer success and marketing under one umbrella, we gain real-time insights into what our customers care about. This allows us to fine-tune our messaging, services, and offerings.”
Understanding customer needs goes beyond asking if they want to buy more or refer friends. It involves:
Kerry emphasizes the importance of asking the right questions to unearth genuine customer insights.
Several guiding principles shape BPI’s marketing strategy:
A unique aspect of BPI’s approach is the shared responsibility across the marketing team. Regardless of specific roles, everyone contributes ideas and observations, fostering a collaborative environment.
Kerry addresses the startlingly short tenure of Fortune 500 CMOs, often less than 24 months. She suggests:
“It’s vital to understand what matters to the CEO and align marketing efforts accordingly. Marketing can mean many things—data-driven insights, brand vision, lead generation. Ensuring a good fit with the company’s expectations is key.”
Effective communication with CEOs involves:
Discussing innovation, Kerry shares mixed feelings about AI. While recognizing its efficiency in accelerating processes, she warns against over-reliance on AI-generated content:
“AI can quickly generate content, but it often lacks depth and quality. It’s a useful tool, but we must ensure the final output meets our standards.”
AI’s potential for personalization in marketing is undeniable. Delivering the right message at the right time can significantly enhance customer engagement and conversion rates.
Kerry’s vision for the future centers on building tighter relationships with customers and leveraging advocacy marketing:
“Customer testimonials and success stories are incredibly powerful. We’re focusing on helping our customers become heroes, sharing their achievements to bolster both their credibility and ours.”
BPI emphasizes the importance of highlighting customer success stories. By helping customers articulate their wins, BPI strengthens relationships and increases its influence when these customers progress in their careers.
BPI is redefining workplace culture through research-backed, customer-centric strategies. Kerry Gilliam’s insights provide a roadmap for creating a workplace where employees love to work, driven by continuous improvement, innovation, and authentic customer relationships.
If you enjoyed this deep dive into the Best Practice Institute, don’t forget to subscribe to the NTM Growth Marketing Podcast for more episodes featuring industry leaders!
Explore our archive of NTM’s original podcast, The School for Humanity, created to discuss the greatest challenges humanity faces and help promote those who are helping to find solutions.
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