Advocate MarketingThe Evolution of the Marketing Industry
Agenda
1.What is Advocate Marketing?
2.The origin: How Advocate Marketing began
3.The future: Why Advocate Marketing is here to stay!
So what is Advocate Marketing?
Broad Definition - A discipline that helps businesses capture the enthusiasm of their customers, partners, and employees, and turn that into a powerful force for igniting business growth.
But What Does That Mean?
Let’s take a step back...
How has marketing typically been done?
Company
Prospects
Typical Marketing
Typical Marketing: Companies Marketing Directly to Prospects
● Typical marketing ultimately boils down to companies reaching out to prospects and moving them from the top of the funnel, down to the bottom where they become a customer
● Typically companies reach out to prospects directly - email, phone, social ads (facebook, twitter, etc.)
Look Familiar?
Then companies asked themselves...
Customer Driven Marketing: Would Our Customers Say the Same Things We Are?
Asking customers for their input on how to market to prospects can provide tremendous insight
Companies began learning how to assess which of their campaigns are the most successful, the type of content prospects find engaging, where they should market, and so much more!
Company
Prospects
Customers
Customer Driven Marketing
Wouldn’t it be amazing if our customers actually did the
marketing for us?
Advocate Marketing - Customers Marketing to Prospects
Advocate Marketing came into fruition when companies recognized that the best, and most authentic salesperson is a happy customer
Companies have begun to develop programs that are aimed at mobilizing customers into advocates that support market awareness, new revenue generation, and business growth
Company
Prospects
Customers
Advocate Marketing
Is marketing the only department that
benefits?
How Advocate Marketing Can Provide Value
Sales - referrals speed up the sales cycle by 5x
Product Development - obtain valuable feedback on your product / service
Marketing - identify new prospects, and get support in capturing their attention
Customer Success -
advocates often feel more content and are more likely to make repeat purchases
So how do you actually do Advocate Marketing?
Rookie Mistake →
Starting off the conversation with an ‘ask’- Please leave a
review…- Rate our product…- Share our content…- Refer a friend...
Provide some value
The key is to start with how you can offer
value, which in turn mobilizes customers
into vocal and passionate advocates!
Providing Value First
Educate
Facilitate Networking
Have fun :)
Gamify
Incentivize
Gamify the Process!
Allocate points to the completion of activities
Leave a review - receive 50 points
Advocates can redeem their points for rewards
Company apparel, ebooks, gift cards, etc.
Have a leaderboard where advocates can compete for points
Have fun with your advocates!
If you’re having fun, your advocates are having
fun.
So What Have We Learned?
Key Takeaway - #1
Marketing is always changing, and today we see it moving in the direction of more
customer centricity and advocacy
Key Takeaway - #2
Advocates can add value to your typical marketing efforts, and can add value by
promoting your company/products/services directly to
prospects
Key Takeaway - #3
Advocacy can help more than just marketing
Key Takeaway - #4
The key to executing advocacy is to start by providing value to customers in such a
way that they feel and engaged and empowered to advocate
Want to learn more about Advocate
Marketing?
(and even get a Level 1 Advocate
Marketing Certificate?)
edge.influitive.com