Post on 14-Sep-2014
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Transform Customers Into Your Most Powerful Marketing AssetYour first look at The Advocate Marketing Playbook, the senior marketer’s blueprint for building a successful advocate marketing program
CRAIG ROSENBERG@funnelholicCo-founder of sales and marketing consulting and advisory firm TOPO
FEATURING:
JIM WILLIAMS@influitiveVP of Marketing at Influitive, the advocate marketing experts
Thursday, September 5 at 1 p.m. EDT / 10 a.m. PDT
Tweet about this webinar: #advocatemktg
What’s an advocate?
They may not do this…
But they will do this…
Referrals
Product reviewsContent distribution
ReferencesSocial promotion
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst briefings
Product reviews account for 47% of all referrals
to tech B2B sites
75% of the buying process is complete
before a B2B prospect contacts a company
60% of tech B2B customers search for peer testimonials on products
Tech evangelists refer business equal to 45% of the money they spend
ification of B2B
#advocatemktg
Part 1: Your introduction to advocate marketing
Part 2: Laying the foundation for a world-class advocate marketing program
Part 3: From planning to identifying and onboarding advocates
Part 4: Engaging and rewarding your advocates
Part 5: Tracking and analyzing the results of your advocate marketing program
The Advocate Marketing Playbook
#advocatemktg
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5 steps to building a successful
advocate marketing program
Have a plan
Tie advocate marketing to business objectives:• Pipeline growth• Sales acceleration• Lead gen• Customer
satisfaction• Brand perception
#advocatemktg
Break it down
30% increase in referral leads5 new customer videos24 hour SLA on reference requests30% more product reviews
#advocatemktg
Who are your advocates?
#advocatemktg
Customers and
prospects
Employees and alumni
Partners
Investors
Client services
Product manageme
nt
Community marketing
Sales
Executive suite
Demand gen
Advocacy stakeholders surround you
Advocate motivation
Status Access Power Stuff
What advocate marketing is not…
#advocatemktg
Xactly’s 2012 Salesforce Customer Choice Award
More than 80% of the customer activity leading to Xactly’s 2012 Customer Choice award was driven through Influitive.
Measuring Advocate Marketing
Strategic:– Sourced Revenue– Sales cycle– Leads
Tactical:– Traffic– Content– Cost offsets
Operational:– Advocate pipeline– Engagement
’s Return on Advocacy
Professional Development
ContentDevelopment
Research
Increased engagement leads to continued increase in valueWe nurture our
advocates, grow our relationships with them, and learn from them.
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Act-On’s amazing referral engine
200+referrals
$180,000 pipeline
5% conversion rate
“The biggest untapped resource is your existing customer base.” Jeff Linton, Act-On
$80,000(Closed)
In 6 months, Act-On’s referral program drove $180K in pipeline
CMO
The Advocate Marketing Manager wears many hats (and looks great doing it)
• Passionate about customers
• Online community management experience
• Social media savvy
• Strong communicator
• Thinks outside the box
• Analytical skills
Part 1: Your introduction to advocate marketing
Part 2: Laying the foundation for a world-class advocate marketing program
Part 3: From planning to identifying and onboarding advocates
Part 4: Engaging and rewarding your advocates
Part 5: Tracking and analyzing the results of your advocate marketing program
The Advocate Marketing Playbook
#advocatemktg
Questions? Don’t be shy