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