Name: Flip the (Advocacy) Funnel
Uploaded: 2026-01-28T20:32:18.602Z
Duration: 52 min 52 s
Description: Flip the (Advocacy) Funnel

Transcript for "Flip the (Advocacy) Funnel": I'm doing great. I'm excited to be here and not as cold Denver, Colorado. But, yeah, excited to to be here and to chat with you today. Awesome. Well, listen, everybody, we're gonna talk about flipping the advocacy funnel, and there's a couple of other, you know, subtopics that we're gonna cover as well later on in the webinar because there's just so many great things happening at Lattice. Thanks to Carrie and Madison and the whole team there. So the purpose of this webinar is to really give you a sense for how, you know, leading marketers like Carrie are using AI to elevate customer advocacy as a function and really amplify the impact of it within their organizations. So without further ado, Carrie, I will turn it over to you for a quick introduction. Amazing. So hi, everyone. Like Sunny said, my name is Carrie. I lead our product and customer marketing teams over at Lattice. If you're not familiar with Lattice, we are what I like to call everyone's favorite HR platform. So all of your favorite things that happen at work, performance reviews, goal setting, career growth compensation, we help teams manage that. But have been with Lattice for a little over four years now. Started on the product marketing side. Last year, I built up our customer marketing team and now get to manage both teams, and have been a customer with PureBound since last year. So really excited to be here and chat. And I see we've got Latakat on here as well who is our our mascot over at Lattice. Awesome. Well, welcome, Carrie, and I'm happy that you noticed Loudicat. I had it waving to you. Everybody meet Carrie, including Loudicat, which I appear about across all of our customers' mascots. Loudicat is in pole position, by far our favorite mascot and possibly the only mascot, but definitely our favorite. Companies need to have more mascots. Well, Yeah. listen, let's talk about today's topics. And then, Carrie, I'll queue you in after a quick poll of the audience. So today's topics are, what do we mean by flipping the advocacy funnel? Carrie, you're gonna walk us through what it used to look like to go find advocates and what it looks like now. And then we have this very fun topic of what it looks like to go from one carry to 10 carries. And then finally, we're gonna end on an inspirational note about really the promise of customer advocacy and customer marketing and how do you deliver org wide impact and do it end to end. That's something that I think all of us are being called on to do by our leadership teams, and excited to share your story on that front as well. Okay? So let's talk about the first topic, which is flipping the advocacy funnel. Before we do that, I know we have I think we have more than 50 people in the audience already. So I wanna ask the audience a very quick question, which is, look, we're all tasked with building advocacy programs, and I would love to know what's your biggest challenge today with advocacy programs? And if you can see the poll now, I would love to get your response on this over the next few seconds. So the options here, identifying advocates, getting tangible proof statements, so stories, testimonials, etcetera, getting adoption by sales or customer success, really, are your revenue teams actually using this stuff, measuring the business impact, which certainly I've heard is a challenge for folks, but curious to hear from the audience. And then finally, hey, this is something that we're all struggling with, is can we manufacture more time in the week? How do you find the time to go source and activate advocates? And is that your biggest challenge? So I will give everybody maybe ten more seconds and then we will show what the results were in the poll. Christine, I feel you in the chat that it's hard to pick just one. Luckily, we're gonna talk about a lot of these today. Yeah. And you can just go to the poll tab that's right next to chat and messages and submit your answer. And I think we have enough responses now, so let me see what the answers are. Okay. So 17 votes for measuring business impact, clear number one, followed by finding time to source and activate advocates. Oh my goodness. Yeah. Totally empathize with that and I think we're all on the same boat there. And then tied for third is identifying advocates and getting tangible proof statements. So, Carrie, I know you're going to cover at least some of these topics today, so let's get right into it. But it was nice to get a pulse of the audience before we get into the content. So let's talk about flipping the advocacy funnel first, Carrie. Tell us a little bit about what it was like at Lattice, you know, let's say a year ago or, you know, even longer ago sort of before before we started working together. Yeah. So I'm sure all the customer marketers in the audience can probably agree or empathize with this, especially before pre AI times. But where we started at Lattice with customer marketing and advocacy, it was super manual. And it was very much a reactive process of, okay. We know we have this new product or feature launching, and we're gonna wanna get quotes for it. How do we make that work? Or we have some great logos who just came on as clients. How do we follow them for six months, twelve months, and then get them as a story? It was a lot of just thinking about, like, pulling through Salesforce data, through new deals, things like that, and more mostly just looking for people who would maybe be a good fit, and we think that they could be a good fit and trying to look at the data that we had, health scores, tenure, what products that they used. But it was always really hard when we'd we'd try and find those people, then you reach out, and maybe they don't have the use case that they are hoping that they that they have, or you don't have a lot of data, or you don't hear back from them when you when you reach out for for that proof or for a story. So it was a lot of manual work, a lot of trying and failing, trying and maybe succeeding, but not succeeding in the right way. You're not getting exactly what you want. So it was really tough. And then on top of that, a lot of sales and customer success also just flooding us with questions around, do we have a a case study for this? Do we have a quote around this? Do we have a customer reference who can help support this? And, again, trying to go through and pull pull the best cases from the data that we had, but was never a perfect understanding of, do these people actually satisfy the needs that our sales or customer teams need or that we need from from what we're trying to to build from a customer story perspective or proof perspective. So so very tough to put it that way. Totally. Yeah, and thanks for sharing that. And I think so much of this resonates with me and I'm sure our audience as well, especially the part where you said, Hey, we don't quite know what we're going to get out of these things. And so as a result, you know, if your business is really your internal customer, you're not quite sure you're delivering what your business needs at any given point, but you are doing a ton of work to get even that. So I think a lot of folks are in that position even today. So let's talk a little bit, Carrie, about how is it going now, and what's your process like, and how did you flip the funnel? Yeah, so now and since I kind of joined and took over customer marketing here, we started looking at, okay, again, pre state what we were talking about really reactive and a lot of building like really fluffy case studies and proof that that sounded nice, but weren't necessarily, helping our business objectives. And then once we were able to bring in peer bound, it allowed us to actually dig in and have these, you know, eyes into what our customers were saying across all of our our different touch points with sales and CX, and really get an understanding of, okay, we know that we have this new product coming out. Can we look and see what customers have been talking about this already or have mentioned this already? Or, we wanna lean into, and build some stories around, how teams are doing good habits with Lattice. Can again, like, we can go in and see who's actually already doing this within our within our customer base and who's talking about that. So it allowed us to find a lot higher quality advocates and people who are already doing the things that we need and start with the evidence there versus trying to start with the like, what we want and try to fit people into that. So gave us insight into what was going on there at, like, the top of funnel. And then from there, we know these customers are already a fan of Lattice. They're already a big advocate in different avenues. So it's a lot easier to then go either directly to them through PureBound and ask for for quote approval and start the conversation that way or to go to the account manager and say, hey. We know these people are having success already with this key use case. Would you mind connecting us to them so they can talk more? And from there, we had less of the back and forth of, you know, reaching out and maybe getting ghosted or or getting a no, but rather because we were starting with folks who already love and are talking about the success that they've had where they were eager to chat with us as well. So when we did make that initial outreach, again, either through the account manager or directly through PeerBound, we had a lot higher success rate of people being enthusiastic to share their quotes or share their stories as well. And then from there as well, especially when we get maybe a quote approved, it would open the door if we wanted to do a customer interview, if we wanted to bring them into deeper customer research interviews for new products that were coming out and things like that. Awesome. Love that. It seems like you've really, you know, got X-ray vision into your customer base, and you can go be much more thoughtful in what you need to do next. Exactly. It reduced so much of the friction, I think, that customer marketers often feel of trying to do our just our jobs of of finding this content. So it really allowed us to get time back and create much better quality content that aligns directly with what the business wants and needs. Totally. And you just have so much more autonomy, right, in just what you wanna do, and you can go just go get it done instead of having to rely on others or having to ask for favors from others, which I think is is a really important transition. Yeah. I we were having to, like, twiddle our thumbs and wait and and hope and pray that someone was gonna, you know, reach back out to us or someone was magically gonna fall from the sky, who fits what we needed. So it was really, really nice. Totally. Well, I love your example on this front, and I always like talking about specific stories. So in this case, I know one of your customers is LiveRamp, and. you build a relationship want for a specific business need. So let's talk a little bit. I'm going to skip to the next slide now. Have you tell us a little bit about what were you trying to do with LiveRamp, and how did your new workflow help you do that? Yeah. So, last year, we were getting ready to announce a partnership with Workday, who is an HRIS system, that that now partners with Lattice. But we are getting ready to announce this partnership and, to help, with the announcement and the launch there. We wanted to highlight, some customers who were already using Workday and Lattice really well together and finding success there. So rather than, again, having to just crawl through our own HRIS system and see who all was using Workday and kinda guess from there, we actually were able to go straight into PureBound, to make this happen, and help us not only uncover quotes and a story with them, but also bring them in deeper into the the product and integration that we were building. Okay. Let's go a little bit deeper into the next slide. And so what did this look like? How did you actuallywhat were you looking for? And walk us through that. Yeah. So super simple start. Truly just went into as soon as we heard this news was coming, was able to go straight into PureBound and just searched, for folks who were already talking about Workday and Lattice together. And from there, again, we're able to find a few happy customers, but targeted it down. We know we wanted to have a larger enterprise company who is using us. That's our our target audience for this integration. So I was able to use filters, narrow it down, and then came across LiveRamp, and our customers there saying some great things about how they were using Workday and Lattice together. So I was able to start the outreach just by taking this quote and sending it through PureBound and asking for their approval. And that kicked off, the conversation with them, and got us talking with them. Awesome. And how did you involve the CSM in this case? You know, because you wanted to do outreach live ramp, you identify a good customer. What did that look like now for you? Yeah. So for for this, basically, we just shared we were able to to share these quotes back with the the account manager, the CSM, and just got their quick approval. Hey. This seems like a really good fit customer for for what we're planning on building and announcing. Here are some things of what they've said. Would you be comfortable with us reaching out and having this partnership? And it made it really easy on them as well. You know, CSMs have so much. They're they're working a huge book, so they're not gonna remember every single thing that's been said with their customers, but made it really easy to get their buy in as well to to kick start the the conversation. Awesome. Cool. Alright. Well, let me get to the, you know, you found this customer. You have invited them. Where does this go from here? Yeah. So after we got approval for the initial quote, we then just kept the conversation going and asked, know, one step further if they would be willing to turn this into a full customer story and speak with us, which they they were excited to do. And, again, that gives us have going through PureBound and already knowing that they were saying great things and having a lot of success with Lattice made that, I think, an easy an easy get, because we felt confident there already. So open the door, and then we're able to get a a broader story where we used pure bound quotes that we had already taken to build the foundation and scaffolding for that story, and then, met with the customer to to build it out a bit more. And then after that story was published, we then invited them to actually join our our beta program to test this new integration, with Workday, which has been great to be able to partner with them, and to have them continue to champion this this innovation that we're working on. Awesome. Carrie, I have a question from the audience of, hey, the question was what channels does peer bound crawl define these types of quotes? So perhaps you can tell us where did those quotes come from originally? Like, do you remember what the channel was? Yeah. So these came we use Gong, at Lattice, but these came from, I believe, some of the conversations, with with LiveRamp, so it came directly from there. Awesome. And you're also bringing in your G2 reviews as well as all of your existing stories and any other quotes that you want to bring in. So those are some of the channels that PeerBound is looking at in addition to others to go find these types of signals from your customer base. Exactly. Cool. All right. Well, listen. I wanna talk a little bit about how did this end up for you. So you started off, you were like, hey. I just want a customer. But then that customer relationship, once you found LiveRamp and, you know, in this case, Steven at LiveRamp, that turned into a court approval, a case study, and a beta integration partner. So that is you know, you're not going well beyond traditional customer marketing, purview, and now you're finding beta integration partners for your company. So tell us about that, and what's that relationship like now? Yeah. I think it's really nice because our customer and product marketing teams live under the same umbrella that we have a really easy partnership there to help support. So it has been nice. We are our big beta testers at Lattice. So it is a a core piece of how we release products here, pretty standard, especially for some of our our larger products. So having the connection between customer marketing who's able to, again and I say customer marketing, but our product marketers have access to PureBound. Most people on our marketing team have access to PureBound. You can go in here and search. And, again, look for people who have either mentioned in calls that they're wanting a specific feature, have talked around some different use cases that we're looking to beta test to then reach out to them. And I think it gives a really nice touch to our customer experience. It ensures that our customers not just feel not just are heard, but really listened to, and remembered. I think it adds a delightful touch with really, it's it's not much work on our end because PureBound can surface it in about a second after we do that search. So it's been really nice. And then allows us to, during the beta period when we're on those calls, things there to easily collect quotes as well. So it makes the process really seamless, but also delightful for our customers, without too much extra work on our ends. I remember pre peer bound, there's a lot more work involved here of, you know, you're recording your calls, you're going back and listening, and then you're having to go back out and and request quotes and things there, but it's made it a a lot easier for our teams here. Yeah, it's awesome. I mean, I love this story for so many reasons. I think one of our beliefs is for sure that customer marketing is going to be one of the big winners of AI. And just the amount of intelligence that is available to this function now, you know, thanks to AI means that you can go build relationships very strategically. And you can actually empower other teams within your company, which we're gonna talk about later. And I just love this example of you going all the way and saying, okay. I'm actually not not just gonna go get a court approved or write a case study, but I'm going to help the other parts of the company advance the business forward at a critical time on what is a very important partnership for Lattice. Exactly. And I think that's where the strategic part of customer marketing really gets seen when we start to provide value to EPD teams, all these other folks versus just, you know, turning out case studies, which are still great, but being able to interact and bring these insights across everyone else, really solidifies customer marketing as a as a great partner there. Totally. And that is one of the things I'm excited about with AI is I think the last generation of software in many ways created more silos between departments because departments buy software. Right? It comes out of a department head's budget. And now I think with the newer newer generation, we're saying, look. Like, you can have more users. There there's no limits, you know, on how many users you can have in PureBound. We want this information to go everywhere. We just wanna build you know, help you build a better company and have you be at the forefront of this. And I think there's a lot of cool things that are going to happen in the future. But let's go on to the next topic. We had a lot of fun with the image that folks are about to see, but the topic is one carry to 10 carries. And this is what we came up with. I meant to bring my glasses so I could do, yeah, an outfit change and be another carry. Glasses, cup of coffee, I have a water bottle. and maybe that will be your speaker gift after this. It's just a glass and a cup of coffee, the headset, and and maybe, I don't know, it looks like a notepad. And and but, you know, this is, I think, a nice, easy way to help folks understand. And certainly, is how I think about it, is how many of you can Lattice get impact from at any given moment. And I think many customer markers in the audience will resonate with this. You are already doing 10 jobs, and this function has always done 10 jobs, and the. number of jobs definitely does not seem to be decreasing. And I think we are acknowledging that reality and just saying, look, you're gonna keep getting asked to do 10 things, but. there's no way, you know, any person can go context switch across all these 10 different areas. So can we go get you some help and have people doing things where you cannot be? But anyway, Yeah. Carrie, sorry to talk about this more, but go ahead. No. I mean, it's so true. And, I think everyone on this call can can has felt this way at some point. You're getting pings from 10,000,000 sales reps asking for different, you know, customer references in different segments. You're getting asked to write and find customer quotes to support this upcoming launch and this. There's there's so much going on. And so being able to to automate some of this and and allow some of this to be self serve. I think we'll talk about the Slack integration in a little bit, so I'm getting ahead of myself. But the PureBound Slack integration, I cannot speak highly enough. It was the first thing we launched with PureBound and truly became one Carrie, who is just dedicated to answering Slack questions, and I'm so thankful for it. But there's there's so much that, you know, needs to be done by customer marketers and usually in short turnaround times as well. So being able to have AI that can help help allow you to be in 10 places at once has been really nice. Awesome. Well, let's talk about one of the a couple of these carries. So we'll talk about the AI carry that brings you all these proof points from every customer call. Tell us a little bit about this slide. You've shared some examples here from your real customers. What's the impact of this? And how does this even work for those who may not be familiar with how this works in ClearBound? Yeah. So, basically, for those who aren't familiar, PureRun, you have two ways to to access this. So either directly through, like, purebound.com, the the the web function of being able to go and see moments flowing in that relate to different use cases from, first use cases, business impact, ROI, support success, things there. You can see an ever running feed of some of those best moments and best proof that's available. But then also through the Slack channels that I mentioned, our sales team, our customer teams can go in and be like, hey. Do we have a quote from someone who's a thousand employees based in Europe, using our goals product, but specifically for OKRs, they can get incredibly detailed, and then use that to actually surface. Purebrown will crawl through and be able to surface quotes or stories that relate exactly to that criteria, which is incredibly helpful. And so this is, again, helpful for for sales and customers to get that customer teams to get that proof, but also for even our content team, we'll use this for use cases as well when we're looking for event speakers. We'll be able to go through and and look through, again, who's already talking about some of these topics. And then, like I said, product as well. This can inform what our our EPD teams are doing or building or who may be a good person to participate in a beta or to to reach out for for customer research. Awesome. And, yeah, this is just a small group of AI carries who are just going and listening to every call. And, you know, I had a question in the audience from Megan where she's asking, Hey, how is this different from searching in Gong correctly? Carrie, would love to hear your thoughts. I know how we think about this, but would love to hear your thoughts on this. Yeah. So, Gong search was was my bread and butter for a very long time. And so I think the way it differs is how specific you can get. I found with Gong, some of the filters, maybe weren't as robust as I as I needed them to be, and maybe that just depends on our our setup of Gong. But then I found that the search, I was still having to dig through transcripts. So, you know, maybe it was looking for for AI or people talking about AI, but it's hard to get really specific of maybe a use case there. And so I would, you know, search AI in Gong. It pulls up 10,000,000, references of AI, but either it's AI just in a word. Like, it's not actually AI, or it's just a random nonrelated, you know, mention of it that doesn't really support a use case. So I think it it did a good job of maybe surfacing a lot related to that, but still took a lot of time to pour through and find what was actually relevant to my my need for that. Whereas a peer bound can search, but I know based on how they are crawling things that they are surfacing up relevant use cases and solid use cases is not gonna be a random mention. And so with our tagging there too, can see what, use cases the the conversation directly relates to. So it just made it easier, and then we have tons of filters available in PureBound too, so it can get hyper specific. Totally. Yeah, you totally nailed it, Carrie. And I think the difference that we talk about and think about often at PeerBound is, Hey, keyword search was the last generation. Keyword search runs into the exact issues that you mentioned that you're gonna get for every signal, you're gonna get 10 noises that you're gonna have to sort to go find. what's actually right. And even with sort of sentiment search within Gong, which they, I believe, call smart trackers, we do sentiment analysis for exactly the types of things that we're looking for that we believe marketers, especially product marketers and customer marketers, are going to care about. And so our models are purpose trained and purpose built for exactly these use cases. And so when we give you the newsfeed, it is designed to be extremely high signal to noise ratio. And so most of what you see in PureBound should be relevant to you, and that's really what saves you all this time and making sure that, okay, I can just go get this done and this is correct. And then all the integrations that we have with CRM helps you filter by type of customer that you want, types of products that they may be using and things like that. But yeah, there's a lot of real purpose built work that really tracks your customers' sentiment more than instead of just keywords, which is what makes the difference when it comes to your experience. Definitely. And I'll just answer Karen's question real quick too in the chat of, if I need to seek approval from the customer before allowing their reps to use this info. So overall answer is yes. If we are looking to make this a public facing quote and have attribution tied to that or, like, tie the the customer's name and company to that, yes. And we will do that directly through peer bound. There's an option just to email the customer and that the CSM will be cc'd on that, and they can approve, directly through that, which makes it super easy, and then we'll get a notification once the the quote is ready to use. So that's one avenue we can go through. There are anonymous attribution as well. So we do allow our reps to search for quotes, and they may not be approved, but it'll just say from a company with 500 employees in the manufacturing industry. So we'll be anonymized there, and they can still use it that way. Awesome. Thanks for the question, Karen. And, yeah, the anonymity gets your sales reps the proof they need while also protecting your customers' privacy. And we think that that strikes a good balance that protects everybody's interests. Well, let me talk to you about let me have you share a little bit about this other group of AI carries who are reaching out to your sales team proactively with relevant proof points. So this is an example of an email. So, obviously, no expectation that anybody's gonna read the text. But, Carrie, can you tell us what's going on on the slide? Yeah. So these proactive proof emails basically send to our sales team, after every call they do, and it analyzes their sales call with the customer that they had the or the sorry, prospect, the prospect attributes they had and things that were discussed on the call. And then this proactive proof gets sent right after that call finishes to the sales rep, basically matching them, with, hey, based on this call and your prospects attributes, here are some similar customers, in with the same demographic information or at the same use case information as well, that would be great to send along or to connect them as a reference, anything like that. So it'll it gives them a full recap of the conversation and ensures that we're baking customer marketing and the work that we're doing and the proof into every touch point. It makes it super easy for sales. So rather than them having to come ask me or Madison on my team, for for proof that relates to that, we deliver it oh, I say we. PureBound delivers it right after, after the call and just truly puts it right in their hands. Awesome. And, this is happening across your sales team. You know, you set the criteria for when you want these emails to go out, for example, with Salesforce stages and things like that. Once you set it, then really the more proof that you get on the front end, you rest assured that it's going to anywhere that it's needed to go help win these deals and establish trust with buyers. Exactly. And it allows our reps to be more consultative as well and to to naturally and organically pull in these references, these stories, without feeling too salesy at the end of the day, but really rooting in the actual outcomes that that our customers have seen. Totally. I'll say one quick thing here, which is, again, why I'm so bullish about customer marketing, customer advocacy, is I think, look, we are all, as consumers, already getting hit with so much AI slob. And, you know, like, I'm watching videos where it was funny when, you know, the boomers were getting faked out by all these fake AI videos and and the deepfakes and so on. But now they're faking me out, and, you know, it's no longer funny. And I think we're all gonna get you know, just there's gonna be more and more and more of this stuff. And so buyers are just becoming more cautious, and I think we're all trusting our peers a lot more. You know, when I buy something, even just for myself my kids, I'm always asking other parents all the time just because I don't there's so many reviews. There's so many things going on out there in the world. And I think to hear from a real customer and to hear their actual experiences at a level of detail that you can't just sort of high level hand wave wave the stuff out. I think that is going to be so vital to every company. And guess which function is responsible for amplifying that? It's it's all of us. And I think it's not just customer stories and reference calls anymore. I think it is, like, the survival of your company really depends on, you know, how effectively you can scale your impact and and go be strategic and, you know, do all the things that that your company needs from you. But I'll get off my soapbox. This is just my AI soapbox. And, Carrie, we'd love to share have you share some of the sort of, you know, numbers behind all of this that you've just talked about. Yeah. So, again, this allows, I say, myself and then Madison, who's on my team too, to be in so many more places at once. So with PureBound, we've unlocked 18,000 of these moments, which is these quotes, these use cases of how folks are using Lattice, which has given us a huge bank to tap into for, again, this customer proof references, stories, events, you name it. But then from there with these proactive proof emails, so, again, being sent to our sales team, after after their calls. And we're seeing almost 70% open rates across our our sales team using this. And I think we have another slide coming up where you'll see some of our sales reps saying how they can't live without it. But it truly has been a game changer for for our teams and really improve their sales effectiveness and the way that they show up in calls. And so with that, we've been able to attribute almost 13,000,000, in deal value, in close one ARR directly to, this customer proof that we've uncovered and been able to weave into, these deals. So seeing it move the needle there, and really increase our our win rates and our effectiveness. Amazing. That's cool. And, well, let's talk about, you know, some of these, quotes from your sales team. Do you I, you know, you work very closely with these folks. Tell us what, you know, what you're hearing from the field. Yeah. So Salesforce too are, you know, strapped their context switching a lot as well. So our here are a few of the folks who participated in our pilot as well with PeerBound, and made it kind of a nonnegotiable. Like, I will not they will not live without this. So our teams from just saving time from, again, being able to help them tell better stories throughout their calls and do a better job of of showing not just, you know, why Lattice is nice to have, but why it's actually a need to have and the the the impact and ROI that other customers have seen and just that directly into their hands with hyper relevant customers too. It it opens them up to not just having to look at just our story thing, but, gives them access to our our whole customer base and the outcomes that have been seen there. So, yeah, our team loves PeerBound. And it's also then, again, selfishly helped my team, stop having to answer 10,000,000 facts a day, for for questions around, again, who what stories are related to this customer, things like that. Yeah, awesome. Great stuff. Well, there's a question in the audience. I won't put you on the spot. I'll cover this one first. But if you have any thoughts, I'd love to hear them, which is how does PureVon compare to user evidence? And, you know, I I'll I'll give folks my perspective on this first. I think, one, we have a lot of respect for all the other vendors in the space. I think to build good technology is not an easy feat. And, you know, I think that's that's number one for me. You know, number two is that we didn't set out to the PureBound is two years old. We are completely AI native. And the entire mission of this company is really how can we help dysfunction customer marketing help your company win? Like, how can we help you sort of help your company win by unlocking and amplifying the voice of your customers? And we saw AI as sort of the great enabler of being able to do that. And to me, we have this very funny image of, obviously, the one carry to 10 carries, but that actually is how we think about building products. And to me, much of the last generation of software actually means that you have to do more work to make that software successful. And that is not the kind of company that we wanted to build. That's not the kind of product that we are building here. The kind of product we're building is very quick to get started. It does work for you. It maximizes the impact of everything that you work so hard to create and find and all these things. It connects you to sales. It doesn't put you on your own island where you're managing your programs and so on. It connects you much closer to sales, to the best of the company as you heard from Carrie. And that to me is what the future of technology and frankly, technology always should have been within a company. And so that's what we're building. And look, you know, if we wanna talk about different approaches, you know, an AI native approach to finding customer signals would do what we are doing, which is let's go find all the stuff that already exists instead of making you go send more surveys to to a customer base that one doesn't I don't know about all of you, but I don't like filling out surveys. I rarely fill out surveys. I think the average survey response rate across any survey provider of all time is like somewhere in the mid to low single digits percentage wise. So for every 100 people you send a survey to, you get maybe two to five responses. And we just believe that connecting all of this to sales and being closer to the company rather than just getting, you know, some proof points is is a is a big deal. And you saw this last slide where there's 18,000 plus moments discovered. And just the scale of that is this is, like, 50 x what you would get in terms of survey responses. And we think that the scale and the impact of AI is just completely changing the game. But that's, again, my perspective. Carrie, any thoughts, or do you want me to move forward? No. I can add just a little bit. Did evaluate peer or not peer. I'm sorry. User Evidence, also peer bound, last year, alongside when we were when we were evaluating peer bound. And I think similar to what Sunny says, one, I love the team there, but it was just too much additional work. I think PureBound really went out in the sense of it came to me. Like, it allowed me to have 10 more carries. Whereas, like, Sunny is talking about user evidence required, you know, creating the surveys and then sending those out and waiting and hoping and crossing my fingers for for responses. And while I I still think there's there's value in that, we just didn't have the time, to make that happen or the resources and bandwidth to make that happen, especially when we often need things fast or, you know, requests come in and people want something the next day, two days. PureBound gave us that ability versus having to to wait for responses or a survey to be filled out. Awesome. Well, thank you, Carrie. There's a question in the audience. And by the I do enjoy taking Q and A in the middle as we're talking about different topics. There's a question for you, Carrie, about Andrea from the HR tech space having a difficult time getting customers to agree to case studies quotes due to concerns around PII. What's your experience with this topic, if any, or any tips that you may have? Yeah. Hello? Hello, fellow HR tech folks. Yeah. They're definitely more risk averse, so I feel you there. I think where it's become easier and you can kinda see a shift actually if I doubt anyone will go back and look through our case studies, but you can see a shift where our case studies for a very long time were very surface level because to what you're saying, Andrea, folks are shared, scared to to share kind of the deep, impactful ROI data, and some of those things there. So they're a lot more fluffy. Then you'll see a shift in the last year where we've become more tangible. And I think part of that is, again, by identifying folks who are already talking about these outcomes and some of these use cases on PureBound, it gives a signal that they're maybe a little bit more open to sharing. I will say it's never perfect. We still get the the no's and things there. But by finding people who are already strong advocates of Lattice, at least by the way they're they're showing up on calls with us, it has opened opened up doors for us and made it easier to find people who are are more willing, to talk about that. We've also I don't know what type or what avenue of atriarchy you're in, but we've found that we don't need to use too much PII, in any of our case studies or quotes. We typically rely on retention rates, employee efficiency, career growth, track rates, and, like, internal mobility, stats. So I have just looked at at things that don't require maybe, some of that more risky information to be shared. But, ultimately, by being able to see folks who are already excited and and seeing success, that has made it easier for us, to find customers who are willing to to share quotes and speak at events and share stories. For logos too, we also, we ask it upfront when we are bringing clients on, if they're willing to to allow us to use their logo and marketing materials. So typically, we have actually a filter in PureBound that, shows us if people have opted in to allowing us to share their logo. So we'll start there with that pool as well because it's a better signal that they're they're probably willing to play ball there. Totally. Awesome. Well, listen, folks, we just have a couple of slides left, and we're going to go through those. I know we talked a lot about AI carries, so I want to talk I want to bring it back to OG carry, aka human carry. We've talked a lot about firefighting forward thinking. What does that look like for you? If you had to sum this all up, tell what your experience is now and what do you see as the big differences. Yeah. Again, I I think I I've said this a few times, but I really think it's true to how a lot of customer marketers probably probably feel of, like, having gone from trying to be manual and trying to, like, you know, just claw for anyone who is willing to give a quote or a story or, be willing to participate in that. That's, like, one side of it, but also finding the folks who are actually experiencing incredibly impactful outcomes that are repeatable and that we can share across our customer base so that people can can learn from that as well. So that has been a huge difference. And then also just giving us the the freedom and the space now to not have to spend most of our days in Slack just answering questions, but being allowing the rest of our company to self serve, and access that proof on their own, which has been incredible. Makes our lives easier. It also makes their lives easier too. There's no middleman that they're waiting on. We're able to kinda democratize customer proof across the across the company. So that has been incredible. And then, yeah, it frees us up to to really be strategic and thoughtful about the work that we're doing and how that relates to overall company objectives. Awesome. And then last topic is just the idea of delivering org wide impact. And I think, Carrie, you've alluded to a few examples where you're going clearly in the LiveRamp example, going beyond just the story and actually getting them involved in the product data and getting yourself embedded into that process is a great example. But talk to us a little bit about how you see this function elevating everybody else at your company and what that looks like for you. Yeah. So listed a few ways on this slide, and I'll I'll talk to the first because I think it's one that we don't talk about enough. But the ability to just improve team morale and get people excited about what we're building, what we've recently launched, and how customers are using our platform. We have automated, quotes that go into our our product channels, our our, customer channels, things there, sharing some of our our key proof moments from each week that you can see, like, get so many, like, fire emojis on Slack, but really get people excited and bought in on on what we're doing at the company. So that's just a a baseline way of how customer marketing gets to show up and, you know, elevate the mood, and and get people excited and bought in there, but also being able to deliver more insights. So we're in the road mapping process right now. That's another way where PureBound has been really helpful in a lot of customer marketing to step up, where we're seeing, you know, people, again, using specific things or asking for new use cases and being able to bring, those insights directly into the road mapping process. Or, again, if we're in beta programs or even if we're post launch, using those quotes as as a measure of success and impact on the launch as well. And then for our exec team, I remember the first time, I got a digest email of all of the proven moments from that week. I went directly to my boss, our CEO, forwarded it along, and people went crazy. So, again, everyone at the company, it's not just customer marketing who should be talking to customers, not just product marketing who should be talking to customers. Everyone should be able to to get a glimpse into what they're saying and what's going on. And so this has been a great way to, again, share those insights, and get people closer to to what people are saying and and the work that we're that we're doing to improve, the lives of, you know, different companies and things there with our product. And then company positioning and messaging. This is actually a big thing as we're currently refreshing this right now actually at Lattice. And so it's been a great way to go in and, you know, can't do customer research and panels every single day. So to be able to go in and see, okay, what are our customers talking about manager effectiveness and and that Lattice has on that and to be able to go in and see exactly how people are talking about that in terms of their goals, what they're looking to achieve with Lattice, or how Lattice is actually making that happen for them, has been super helpful as well. So just a lighter way way to, again, get some voice of the customer integrated into everything we do. It's amazing. I mean, super inspiring to hear your story and just huge thank you for coming on and sharing this with everybody. We're in Q and A session. Now there already is a question. Is there a Purebond library that AEs can go to just to browse and filter existing quotes and stories that have been created with GearBot? I know you alluded to the Slackbot, but tell us more about how you actually solve this need that Megan asked about. Yeah. So this library is essentially our our Slackbot channel. So basically folks can come in and ask for stories that are related to our engagement product, or can ask for, again, hyper specific quotes based on location, size, use case, anything there, and that crawls through our entire content library. So the quotes and proof points pulled by PureBound, the customer stories we've written and are live on our website, additional quotes that we've uploaded into PureBound, it it brings all of that together. So rather than a sales rep having to go and, like, look on the website and then maybe look at we used to have an Excel sheet of of quotes and things like that, having to look in multiple different places. It streamlines all of those, kind of content basins into one spot in the Slack channel so folks have access to all of that. So that essentially becomes our library. Awesome. And just to, tack on to that, I think you know, my background is this. I had a product marketing at, you know, companies that have scaled and and gone public and and beyond, and then later as a general manager, so leading sales teams. And over and over again, I would just see that sales reps do not like to go to places to search. And some of them may do it, but the real you know, they all work in Slack. They're all in Salesforce. They're, you know, on emails all day. So Slack tends to be a really good way for them to just ask what they need, and they can do so in natural language. And, you know, PeerBound is going to go find their information and bring it to them. And you can even have follow-up conversations with it like you would with ChatGPT and, you know, remembers what you talked about, and, you know, we'll get you the answers that you need. And we found that that's going going through the sales rep just seems to be a much better way of actually getting adoption from the sales team, and that's what our approach has been so far. K. TeamSpot. Christine, TeamSpot is coming this year. So, you know, we've talked about this, and it is still on our roadmap, we're very excited for it. I think we get people asking about Teams every single week. And so I know Slack and Teams are number one and number two. I'm not actually sure who has more market share. I actually think it's Teams now. But we are absolutely going to build that. More Q and A. I'm looking at the Q and A section. And there's a question around can you share the process, Carrie, of how customers opt in when you need approvals? In PeerBound? Or how do approvals work? You touched on it a little bit, but mind sharing a little bit more? Yeah. Sure. So at that very top of kind of the approval chain is when a a client onboards into Lattice, they initially give us a yes or no of whether we can use their logo marketing materials. And that's kind of the basis for how we we then operate with our our pool for for reaching out to people, the kind of the foundational level. But then from there in PureBound, we can filter again by people who have opted in to allowing us to use their logo. But when we see a a PureBound quote or moment come through that we would like to use, it's really simple. You can just send an email directly through PureBound. You can I think it's truly called just, like, ask for approval, And it will draft an email for us, so it'll send to that that customer, to the person who who spoke the quote, and we'll cc your customer account manager, on there as well? It's super simple. My template says, hey. Like, I love listening to customer calls. Heard this, on on a recent one and and really loved it. Would love to use in our marketing materials if you're comfortable. And then from there, when the customer gets the email, they can click into it. They can edit the quote at all if they want, and then they can choose to approve it and allow us to use it, or they can choose to to deny it. And so if they approve it, yay. Great. We get an email. We start using it everywhere. Or, if they say no, that's okay. And then we also it'll show in PureVant as well that it wasn't approved for you. So it makes it really simple there, and really easy to send off, you know, a few quote approvals every week. And we have a really good success rate of getting those approved. I would say seventy five percent of the time, we end up getting approvals again because we're also only going through folks who have already given us logo usage as well. So we're not having to go through legal hoops or anything to to try and get that approved. Awesome. I'm going to take a couple more questions. I know we're almost out of time, and so let's see. So let me get to this list. Does it integrate with Highspot? The answer is if you have Highspot and you have content in there, we can bring in those links. And so if we are responding to any questions in Slack or in these proactive proof emails and content in Highspot ends up being one of the answers to a prospect question or sales question, we can absolutely link them back to Highspot. And we do that with customers that are mutual customers with PeerBound and Highspot or Seismic or any of those sales enablement providers. And then, is there any other question? Can we support NPS CSAT surveys to customers? In other words, making the task less daunting for customers to respond to the survey and improving the response time. We don't send surveys out of peer bound at this time. We do bring in survey response data. So if you're already sending these NPS and CSAT surveys, we have the ability to bring those in, or frankly, any type of surveys if you're sending that to customers. We bring those in and we organize responses by customer. And so, for example, that now becomes a signal that tells you, Hey, now's a good time to reach out to a customer if they just gave you an NPS response for 10 out of 10 and a great quote all in the same week or the same month. That tells you, okay, here's more confidence that I have to go reach out to this customer and make a request now. But we don't send surveys out at this time. And we yeah. We we support bringing in this data from whatever source. And we know customers use so many different survey platforms that are out there. Cool. Folks, listen, thank you so much to the 60 plus folks that, you know, came today. And thank you, Carrie, OG Carrie, human Carrie for. being with us and and inspiring us with your story of how Lattice is sort of doing things in this new way and how you're embedding customer advocacy and customer marketing into every part of the company. Super inspiring and really grateful to you. And to everybody else, thank you so much. And we are doing a group demo of PeerBound in near future, so we'll send you an email after this, and hopefully we'll see some of you there. But thank you very much. Bye, y'all. Okay.