Setting up the Foundations of Advocacy: Journey of Aligning People, Process, and Technology

Jessica CooperSenior Manager, Global Customer Advocacy

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Why is the Customer Experience so important? Customer experience is the new demand creation to support net new business acquisition.

“Earning the trust and respect of our audience should remain paramount, regardless of how difficult that objective is. And this is something that can't be bought. It can only be won through a customer's experience with us.

If we want to achieve true, heartfelt brand advocacy, maybe we should take some of that influencer money and invest it in being so phenomenally awesome our customers may actually want to talk about us.” Source: Bob Knorpp, AdAge

What are the experts saying about Customer Advocacy?

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Advocacy Marketing should be at the top of the priority list in terms of marketing investment.

Buyers stated that their number one source for understanding the differentiation of a technology provider was:

– 60% Peers of the same size in their industry

– 36% Professional communities– 25% Same size peers in their region – Company sources of information

• Sales reps at 19% • Websites at 12%

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Align Customer Advocacy to the Buying Stages and choose the tactic that best supports the relevant stage.

PEOPLEFind your internal advocates!

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Find your Internal Advocates

CorporateMarketing

Product Management

Customer Success

Sales

$$$$$$ Campaigns Social

ContentEvents

Community & Developer

Evangelists

Professional Services

PROCESSSet Yourself up for Success

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A Few Definitions

Customer ExperienceThe perception of value that a customer has from direct experiences with your brand.Customer AdvocacyThe combination of activities that enable customers to share their experiences with your brand formally and informally. (Tactics include case studies, sales references, videos, social media, community posts, events, analyst relations, investor relations and media/PR support.)Customer AdvocateA customer who is willing to speak on your behalf, whether as an individual or as a representative of their company, via formal, informal and/or anonymous channels.Customer ReferenceA customer who is willing to speak directly with a prospective buyer to support a specific sales cycle.

Source: Sirius Decisions

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Alfresco Ambassador

Alfresco’s Ambassador Program recognizes leaders and advocates within Alfresco’s community of customers. The objective of the program is to provide customers with opportunities to gain

knowledge and best practices, provide feedback to Alfresco, network with other customers and build their professional

brand.

Missio

n

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Advocate Program Goals

Build deeper/eleva

ted relationships

with customers

Build internal and external awareness for existing customer

references/ambassadors

Identify new

customer ambassado

rs

Leverage customers to increase

market

Advocate Personas

IT Architect Developer IT Leader Business Leader

“Show me the knowledge and best practices!”

“Take me to your Community and leave me to

network!”

“I want to promote my companies innovation and

take credit for the solution.”

“I want to promote my companies innovation and take credit for the results.”

• Whitepaper/Data Sheets

• KB Articles• Analyst Reports• Blog Article/Takeover• Product Reviews• Event Attendee

• Social: Twitter• Community

Discussions/Contribution

• Blog Article/Takeover• Online Product Reviews• Product Mgmt

Research

• Analyst Reports• Press Releases• Networking• Speaking

Engagements• Awards• Sales Reference

• Analyst Reports• Press Releases• Networking• Speaking

Engagements• Awards• Case Study

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Build Detailed 6 Month Content Plan

• Challenge Type: Ask, Fun, Give, Educate

• Objective of Challenge: Awareness, Engage, Adopt, Advocate, Refer, Cross-sell/Upsell

• Target Persona• Measurement• Tracking Mechanism

TECHNOLOGYEvaluate and seek your own customer references!

@alfresco

THANK YOU!