Post on 20-Mar-2017
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Advocate Marketing & …4 ways to inject customers into your demand generation strategy
Jeff Porter, Director of Business Development, Influitive
Advocate Marketing“The use of marketing strategy, budget, and
resources to encourage customers, employees, or partners to do something on behalf of your company with or without the
expectation of mutual benefit.”
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Our Vision
To create the world's best platform for discovering, nurturing, and mobilizing
the power of advocacy
Background
Influitive was founded to solve three key problems.
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1. Shift in buyer’s trust
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92%of buyers trust recommendations from peers,
not brands
Sources: Nielson
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1. Shift in buyer’s trust2. Customers are under-utilized
Benefit ImpactFunded Initiatives
Increase trust with authentic social proof
⬆ Consumption & sharing⬆ Owned media⬆ Traffic, conversion
User generated contentSocial amplification
Community & EventsVoice of CustomerCustomer Feedback
Engage and retain more customers
⬇ Churn⬆ CLV⬆ NPS/ CSAT⬆ Up/XSell
References ReviewsReferrals
Improve sales conversion⬇ Customer acquisition costs⬆ Win rates⬆ Sales velocity
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1. Shift in buyer’s trust2. Customers are an under-utilized 3. Advocacy is hard to scale
Silos Don’t Scale
Case Studies
Speakers
Reviews & FeedbackReferrals &
References
Community
Demo Events
Roadmap
Demand Gen: This is Alex’s life
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Alex is at a crossroads
• Heavy reliance on email marketing• Paid advertising is a huge line item in the budget• Tons of gated content that seldom gets used• Diminishing returns across all channels• Declining conversion rate through the funnel
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https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research
https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research
Large investments of
time and budget
https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research
Large time and budget investments
Justifies more focus
Sitting between two worlds
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DemandGeneration
AdvocateMarketing
1. Bring your ads to life
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6x Increase in Conversion Rates
2. Surround your prospects with social proof
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Your prospects are reading reviews
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3. Own the Referral Pipeline
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4. Advocates are a new distribution channel
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Demand Gen + Customer Marketing = BFF
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There’s nothing your customers won’t do …
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Last week experimented with offering clients a discount in exchange for a referral. So far they have received 421
referrals in the first 5 days.
There’s nothing your customers won’t do …
$38m in pipeline touched by Ceridian’s#1 advocate, Steve.
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There’s nothing your customers won’t do …
There’s nothing your customers won’t do …
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Mike Stowe,Director of CommunityMulesoft
Hub OverviewNovember 29, 2016
Advocate View
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Key Features1. Challenges
2. Points
3. Rewards and Badges
4. Leaderboard
Challenges
Fun. Education.
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Ask.
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Key Features1. Challenges
2. Points
3. Rewards and Badges
4. Leaderboard
Marketer’s View
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Dashboard
1. Program goal metrics
2. Admin actions
3. Hub performance reporting
4. Live activity feed
5. Advocate insights 5
Overview
1. Quick and easy filtering
2. Summary of advocate activities
3. Clear visuals show advocate engagement
4. Live metrics are updated in real time
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Advocates1. Detailed data on each individual
advocate
2. Extensive reporting to help you fully understand advocate activity and behaviour
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Social Influence
1. Track your monthly change in social shares
2. See who your top influencers are
3. See how well connected you are on each channel
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Benchmarks
• Allows you to compare your hub performance against other hubs
• Benchmark based on five metrics:1. Advocate engagement2. Advocate performance3. Community activity4. Social activity5. Reward redemptions
Referrals
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Referrals1. Able to quickly search for individual
referrals
2. Dashboard updates to show progress of referral campaigns
3. Able to filter and analyze specific campaigns, referral statuses, and activity date ranges
Success with Category Leaders
INDUSTRY LEADERS
The Influitive Story
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NEW CATEGORY:
Advocate Marketing
125EMPLOYEES
300CUSTOMERS
$50MVENTURE FUNDING
FOUNDED BY MARK ORGAN:
2010