Parallels' Innovative VP of Marketing Featured in BtoB Magazine

Kim Johnston, VP of Marketing for Parallels, a desktop virtualization software company and also a Zuberance customer, was featured in BtoB Magazine today. In her conversation with CMO Close-Up, she discussed how the company is taking advantage of the trend of more Apple products moving into the enterprise, as well as how her experience at Symantec Corp. influenced her current approach. The interview also highlighted the success Parallels has seen in energizing their Brand Advocates.

"Social for us is very two-way. We learn a lot from them, but it's also a vehicle that we offer back out. In terms of customer advocacy, we turned on an advocacy program a couple of months ago through an agency called Zuberance. That program yielded well over 1,000 reviews, where business customers in their own words are talking about the impact that Parallels Desktop for Mac has had on their businesses. They're not hesitating to share that with one another, too. The dialogue is so rich that the customers are sharing with one another. It's been really nice to see that authentic word-of-mouth marketing is working and doing quite well," says Kim Johnston.

Read the full BtoB "CMO Close-Up" here.

Kim Johnston was a guest speaker in a recent webinar, "How Box, AVG, and Parallels are Leveraging Customer Advocates to Drive Sales." Click here to watch now.

3 Case Studies in 30 Min: How Box, AVG, and Parallels are Leveraging Customer Advocates


3 B2B Case Studies in 30 Minutes: How Three B2B Companies are Leveraging Customer Advocates to Drive Sales Now

Date: Wed, Feb 29, 2012 Time: 11:00 AM PST/ 2:00 PM EST Twitter Hashtag: #zuberance

Word of Mouth is the “world’s most powerful sales tool,” according to Nielsen. Today, thanks to social media like blogs, social networks, Twitter and more, WOM is more influential than ever. Forward-thinking marketers are boosting positive Word of Mouth by finding and activating their enthusiastic customers (AKA “Brand Advocates.”) But how do marketers harness the power of social media and Word of Mouth in B2B environments?

Expert Speakers:

Key Takeaways:

  • How to identify and energize your best customers (AKA Brand Advocates)
  • How to generate referral leads and boost sales via Social Media
  • How to lower customer acquisition costs and increase conversion rates and sales via your Brand Advocates
  • How to measure the impact of mobilizing Brand Advocates

Please feel free to share the invitation with your social networks!

P.S. Do you have any burning questions about the best ways to energize your Brand Advocates? Enter them on the registration page and we'll be sure to address them during the webinar.