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Webinar: Transform Customers Into Your Most Powerful Marketing Asset

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Based on the new comprehensive advocate marketing strategy guide for senior marketers, The Advocate Marketing Playbook, B2B sales and marketing expert and TOPO partner Craig Rosenberg, and …

Based on the new comprehensive advocate marketing strategy guide for senior marketers, The Advocate Marketing Playbook, B2B sales and marketing expert and TOPO partner Craig Rosenberg, and Influitive’s VP of Marketing Jim Williams outline an easy-to-follow, step-by-step process for building a world-class advocate marketing program from scratch.

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  • Here's how advocate marketing helps you expand customer accounts: I'd like to focus on the SMART case study for our customer example, and their Return on Advocacy figure. SMART essentially grows their customer footprint through the agressive use of existing customers in an account (school district). They are part of a highly competitive program the essentially provides consulting, research and training services PRO BONO for SMART. In fact, each delivers more than $130K in value back to SMART through these services.
  • Here's how advocate marketing drives referrals. One customer example- one SaaS customer of ours, does it right. They have perfected their referral programs, relying on it as a huge source of business. This client sells to SMB with a capital S and they have raving fans. So they introduced their referral program in Q1, and were astounded with the results. More than 36 qualified leads converted and an unbelievable 25% rate within 3 months of launch.But here’s how they did it. They were clever with their campaign. Instead of hitting up customers with a “do you know anyone” email out of the blue, they invited customers to join an exclusive community that offered perks and privileges for supporting the company through advocacy. And only after advocates contributed through meaningful online support were they asked for a possible referral. A few tactics that helped – 1 making the referral program competitive. Contributors could see how their suggestions elevated their rank within the program2. Suggesting potential names through Linked in – this is the same as prefilling a form – it makes it so much easier for the referrer. 3. Thanking the advocate and providing regular updates on the progress of their referred leads4. Immediately alerting the referred lead with the name of their referral

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  • 1. Transform Customers Into Your Most Powerful Marketing Asset Your first look at The Advocate Marketing Playbook, the senior marketer’s blueprint for building a successful advocate marketing program CRAIG ROSENBERG @funnelholic Co-founder of sales and marketing consulting and advisory firm TOPO FEATURING: JIM WILLIAMS @influitive VP 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
  • 2. What’s an advocate?
  • 3. They may not do this…
  • 4. But they will do this… Referrals Product reviewsContent distribution ReferencesSocial promotion Media interviews User groups Product surveys Customer Advisory Boards Analyst briefings
  • 5. 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
  • 6. 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
  • 7. PLANNING IDENTIFYING& ONBOARDING ENGAGING RECOGNIZING &REWARDING MEASURING 5 steps to building a successful advocate marketing program
  • 8. Have a plan Tie advocate marketing to business objectives: • Pipeline growth • Sales acceleration • Lead gen • Customer satisfaction • Brand perception #advocatemktg
  • 9. Break it down 30% increase in referral leads 5 new customer videos 24 hour SLA on reference requests 30% more product reviews #advocatemktg
  • 10. Who are your advocates? #advocatemktg Customers and prospects Employees and alumni Partners Investors
  • 11. Client services Product management Community marketing Sales Executive suite Demand gen Advocacy stakeholders surround you
  • 12. Advocate motivation Status Access Power Stuff
  • 13. What advocate marketing is not… #advocatemktg
  • 14. 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.
  • 15. Measuring Advocate Marketing Strategic: – Sourced Revenue – Sales cycle – Leads Tactical: – Traffic – Content – Cost offsets Operational: – Advocate pipeline – Engagement
  • 16. ’s Return on Advocacy Professional Development Content Development Research Increased engagement leads to continued increase in valueWe nurture our advocates, grow our relationships with them, and learn from them.
  • 17. 17 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
  • 18. 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
  • 19. 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
  • 20. Questions? Don’t be shy