The agenda outlines an advocacy conference taking place from 2:00PM to 5:15PM, with various presentations and networking sessions. The opening presentation is titled "The Advocacy Imperative" by Tracy Eiler of InsideView. Following presentations include "The More You Give, The More You Get" by Genevieve Guerette of Clarizen, "Advocacy: From Backroom to Boardroom" by David Feber of Referential Inc. and Abby Atkinson of FireEye Inc., and "Our Customers, Our Heroes" by Nicole Granucci of Genesys. The closing presentation is "What Is Your Advocacy Advantage?" by Deena Zenyk of Influ

2. Chris Newton
VP of Sales and Business Development, Influitive
2

3. 3
Today’s Agenda
2:00PM Opening Remarks
2:25PM The Advocacy Imperative with Tracy Eiler, InsideView
2:55PM The More You Give, The More You Get With Genevieve Guerette, Clarizen
3:15PM Networking Break
4:05PM Advocacy: From Backroom to Boardroom with David Feber, Referential Inc, and Abby Atkinson, FireEye Inc
4:25PM Our Customers, Our Heroes with Nicole Granucci, Genesys
4:45PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
5:05PM Closing Remarks
5:15PM Networking and Appetizers
#advocacyadv

4. 4
#advocacyadv

5. 5

6. 6

7. 7
Has marketing hit a wall?!
#advocacyadv

8. 8
!
79% leads never
convert to sales
68% believe content
strategies are ineffective
64% don’t trust
company information
Marketers are missing their targets
#advocacyadv

9. 9
!
#advocacyadv

10. Your buyers have evolved
skeptical. wary. peer-driven.
10
92% that trust recommendations from peers, not brands
Sources: Nielson
#advocacyadv

11. Self-ish Marketing
• Company talking about itself
• Pushing products
• Handful of go-to references
• Companies controlling the brand
• NOISE
Advocate Marketing
• Customers raving in public
• Building lifetime relationships
• Army of advocates
• Brands built by customers
• Cut through the noise
to
11
Maybe it’s time for a new model
#advocacyadv

12. 3,900%
growth in referred pipeline
12
Crowd source revenue
#advocacyadv

13. 13
225Authentic customer
reviews
Build new categories...
#advocacyadv

14. 22points higher than the
average NPS score
14
Differentiate on customer delight
#advocacyadv

15. the best spark a
movement
powered by a
groundswell of advocates
15 #advocacyadv

16. It becomes a strategic imperative
16
A central organizing
principle
embedded in the fabric
of the company
Human
experience
authentic, deeply
personalized, sense of
community
Everywhere
advocacy happens
persistent engagement of
100s to 1000s of advocates
#advocacyadv

17. Access Power
17
Status Belonging
Driven by social triggers
#advocacyadv

18. 18 #advocacyadv

19. #advocacyadv

20. Where’s the customer in your
marketing strategy?
20

21. 21
Spark the movement

22. Tracy Eiler
CMO, InsideView
22

23. The Advocacy Imperative
The Revenue-Driving Secret Weapon
Tracy Eiler, CMO
San Francisco, July 26, 2016

24. Mom, girlfriend, daughter, sister, gardener…
#advocacyadv

25. Storyteller, demand generator, promotor
#advocacyadv

26. What I believe
• Marketing exists to make sales easier
• Your brand is the promise to the customer
• The glass is half full. Always.
#advocacyadv

27. The traditional funnel is gone
The buyer is in charge
Sales & marketing are not aligned
We need to catch up to B2C
What Drives the Advocacy Imperative?
Customers are simply easier (if they are happy)

28. The Traditional Funnel is Gone

29. The New Funnel

30. The New Funnel
Customers

31. The Buyer is in Charge
Source: Forrester, Death of a B2B

32. Marketing is Behind
• Messy, incomplete
customer data
• No direct customer
interaction
• Don’t put customer
data to work
Source: Forrester Make Your B2B Marketing Thrive in the Age of the Customer

33. We Are Not Aligned→ Conflict
Long-term
Segments
Top of lead funnel
Campaign metrics
Net new accounts
This quarter
Accounts, titles, people
Start of sales cycle
Quota attainment
Grow accounts (customers!)

34. Catching Up to B2C
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

35. Customer win
rates are 2x of net
new accounts

36. ADVOCACY
(the secret weapon to drive revenue)

37. Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy

38. Align Sales & Marketing in Every Process
Source: Forrester, Build an Adaptive, Efficient
Process to Elevate Leads to Revenue

39. Account-Based “Everything”
Maximizes Revenue

40. CMOs Expand Responsibilities to CX
Source: Forrester, The Evolved CMO in
Q415 Forrester/Heidrick & Struggles Global Evolved CMO
Survey

41. CMOs Value Experience in CX
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

42. You Must Have a Customer Data Strategy

43. Advocate
technology
platforms
allow you
to scale

44. Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy

45. Customer Loyalty Drives Revenue
• Increase cross-sell by 22%
• Drive up-sell revenue from 13-51%
• Increase order size from 2-5X
Source: Constellation Research

46. Read my book — available October 3rd!

49. Genevieve Guerette
Director of Customer Marketing, Clarizen
49

50. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 50
Presented by:
The More you Give, the More you Get
Genevieve Guerette
Director, Customer Marketing

51. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 51

52. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 52

53. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 53

54. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 54 54
Our challenge
‘We need help sending money where it’s needed most,
when it’s needed most.’
-Former President Bill Clinton
Western Union said, ‘We can help.’
- CEO of WU Hikmet Ersek
© 2016 Western Union Holdings, Inc.
All Rights Reserved. Western Union Confidential

55. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 55

56. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 56

57. Copyright © 2016 Clarizen. All rights reserved. Confidential Material 57Copyright © 2016 Clarizen. All rights reserved
Q&A

58. Networking Break
58

59. Networking Break
3:15pm - 4:05pm
59

60. David Feber & Abby
Atkinson
Referential Inc. and FireEye Inc
60

61. The Advocacy Advantage: San Francisco – July 2016
Advocacy:
From the Backroom to the Boardroom
Presenters:
David Feber
Managing Partner
Referential, Inc.
Abby Atkinson
Senior Manager
FireEye, Inc.
#advocacyadv

62. Things have changed:
• The traditional sales cycle no longer exists
• Advice is actively sought from peers and it
happens much earlier on mostly via social
media
• Resources are readily available to assist
research
• Buyers have done the majority of their research
– including talking to your customers – before
they even approach you
• Gen-X’ers and Millennials are rapidly becoming
very influential in the business world
• Advocacy is no longer a backroom function
#advocacyadv

63. What “advocacy” shouldn’t just be:
• A client success program purely designed for net-new or upsell/cross-sell
initiatives
• A bug-fix/self-help program or community
• A case study program
• And most importantly….It should never be an ASK!
Sales client success programCase study programSupport self-help program
Cost Center
#advocacyadv

64. Why advocacy?
Engaged customers are more loyal, trust you more, buy more…
and share their success with others more
Voice of
the
Customer
Sales
Marketing
Executive
programsSupport
Services
Value Center
#advocacyadv

65. The spectrum of advocates’ engagement
• We need to appeal to multiple types of buyers with multiple buying styles
• Understand the client journey and how to seed it with customer evidence
• Programs need to be holistic – coordinated across all activities
• Webinars
• CABs
• Success stories
• User groups
• Calls with prospects
• Social media
• Blogs
• Multi-media stories
• Vlogs
• Lunches/dinners
• PR placements
• Speaking engagements
• Awards nominations
• Communities
• Advocacy hubs
• Conferences
• User groups
• Newsletters
• Beta testing
• Analyst discussions
• Symposiums
• Calls for presentations
• Regional meetings
• Best practice sharing
• Networking
• Logo use
• Sound-bite quotes
• Referrals
• Journalist conversations
• And so on…………
#advocacyadv

66. How to measure impact?
Client Lifetime Value – CLTV – a true measurement of business health
CLTV = [( Revenue * Gross Margin ) / Churn] – Acquisition Costs
But there is an easier way…..

67. Client Lifetime Revenue
CLTR = Revenue per Month x Relationship Length (in months)
For example:
If a customer signs an annual contract for $12,000 this is equivalent to $1k per month
If they stay a client for 2 years:
CLTR = 1,000 x 24 = $24,000
This doesn’t include variables such as margin, acquisition costs or churn…
…..but it is a solid proxy for gauging the health of your business….
….and is significantly easier to calculate!!
#advocacyadv

68. CLTR….so
what?
We can now calculate the impact of being an advocate on our business:
Real life data:
Non-Program Members Advocacy Program
Members
Average Revenue per Month ($s) $6,242
Average Relationship Length (months) 13.9
CLTR $86,949
#advocacyadv

69. CLTR….so
what?
We can now calculate the impact of being an advocate on our business:
Real life data:
Non-Program Members Advocacy Program
Members
Average Revenue per Month ($s) $6,242 $20,625
Average Relationship Length (months) 13.9 16.7
CLTR $86,949 $345,045
This is an illustration of using CLTR; but also it’s a stunning example of the power of
advocacy and the impact of having a closer relationship with your clients!!
Over the duration of their relationship, clients actively engaged by the advocacy
program generate 4x as much revenue as those that aren’t engaged!
#advocacyadv

70. Lighthouse Program
Kara Wilson
Chief Marketing Officer
Abby Atkinson
Senior Manager
“The purpose of a business is to create a customer who creates customers.”
– Shiv Singh, SVP Global Head of Digital & Marketing Transformation, VISA
#advocacyadv

71. ‘Think strategically and execute tactically’
Strategic:
▪ Metrics, metrics, metrics!
▪ Communicate
▪ Be strategic
▪ Leverage the voice of the customer
▪ Make your advocates feel special
Tactical:
▪ Ensure positive relationship-building throughout the customer lifecycle
▪ Provide regular customer communication, education and check-ins
▪ Create a co-marketing plan versus making constant asks
▪ Leverage the voice of the customer by:
▪ Placing banners, posters, video clips of customers in the Executive Briefing Center & throughout offices
▪ Encouraging advocates to write and comment in blogs and social media – sharing, tweeting, liking, etc.
▪ Asking them to refer peers and people they’ve met that might benefit from a FireEye solution
▪ Inviting customers to attend birds-of-a-feather / prospect dinners
▪ Engaging them in industry initiatives that focus on their business success, not FireEye products!
▪ Nominating individuals for industry awards
▪ Having customers speak at events and user-groups
▪ Posting multi-media testimonials online in a variety of locations and formats
Folio of welcome
materials
Welcome gift item

72. Metrics by role for relevance
Program manager’s metrics – detailed ops report:
▪ Workload balance
▪ # days to fulfill requests
▪ # requests open, fulfilled, no matches found
▪ Month-over-month request volume fluctuations and trends
VP’s metrics – mid-level report
▪ $ deals assisted and won
▪ Request volumes
▪ # advocates by type, region, product
▪ # testimonials
C-suite metrics – executive dashboards
▪ $ deals assisted and won
▪ # testimonials available
#advocacyadv

73. Call to action:
• Incite advocacy! [Over the next decade, the companies that succeed will be the ones that
embrace the power of advocacy and give advocacy a seat at the C-suite table]
• Advocacy Programs - You need one!
• Create a client journey roadmap & begin to populate your own advocacy portfolio
• Define your own CLTR for engaged/non-engaged clients
• Plot your trajectory & see how you measure up
• Rome wasn’t built in a day…..but you need to start NOW!!! ☺

74. Nicole Granucci
Head of Global Customer Marketing, Genesys
74

75. 75© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
OUR CUSTOMERS,
OUR HEROES
DRIVING CUSTOMER ENGAGEMENT TO IMPACT THE BOTTOM LINE
NICOLE GRANUCCI
GLOBAL HEAD OF CUSTOMER MARKETING
GENESYS

76. 76
A LITTLE ABOUT ME
#advocacyadv

77. 77
THROWBACK TUESDAY: MY FIRST ADVOCACY MOMENTS

78. 78
THE TECH OF MY CAREER…EVOLUTION OF “WOM”

79. 797979
GCAP: THE GENESYS
CUSTOMER ADVOCACY
PROGRAM
#advocacyadv

80. 808080
GCAP EVOLUTION
2014 2015 2016 2017
#advocacyadv

81. 818181
WHY CUSTOMER ENGAGEMENT FOR GENESYS?
#advocacyadv

82. 828282
2014 – GCAP 2.0
• GCAP moved from manual excel spreadsheet
to Reference Edge/ SFDC
• Momentum was on enrollment
400 companies in 6 months
• Reward centered around a golden ticket to our
premier conference, G-Force
• All advocacy asks went through the field – slow
and limited commitments and long approval
times
• Manual point assignments in SFDC
• Limited reward catalog and limited engagement
Relaunch Results: Gaps/Opportunities:
Influitive Identified as vendor
#advocacyadv

83. 838383
2015 – GCAP HUB BETA: GCAP GAMIFIED
• Enrollment
• No way to track individual/persona engagement
Wins:Concerns:
Influitive Beta Launched 6/1/15 (50 people
than full contact rollout)
• Cross Functional Buy – In
• Account to Contact Level
• Leaderboard Pride Took Off
?
✓ 20% Hub Enrollment; 12% Engagement
✓ Only 10% Gift Card Redemption Rate
✓ Point of Reference Integration Begins
#advocacyadv

84. 848484
2016 – GCAP 3.0
New Launch:
✓ Branding with Rewards Catalogue
✓ Reference Program Launch
✓ Ungated – Removal of Enrollment Barriers
✓ Internal training/buy-in success
Wins:
GCAP 3.0 Launch 3/1/16
Concerns:
• Point valuation system:
✓ Equitable
• Transparent
• Integrated within legacy Platform
• Hub enrollment barriers
(double enrollment required)
?
✓ Integration
✓ New Point Valuation System
#advocacyadv

85. 858585
2016 – KEY GCAP 3.0 RESULTS TO DATE
◉ 29% Member Engagement/Brand Influence (FROM HUB)
◉ 2,200 Acts of Advocacy Completed: Increased 32% from program inception (FROM HUB)
◉ 13% of total Genesys bookings have been driven by GCAP advocacy activities (FROM SFDC)
Ability to Measure Member Engagement/Business Impact for the First Time
#advocacyadv

86. 868686
BUT HOW?
#advocacyadv

87. 878787
FUN: MEET THE TEAM
#advocacyadv

88. 888888
DRIVING BRAND HEALTH: G2 CROWD REVIEWS
#advocacyadv

89. 898989
DRIVING EVENT BUZZ
#advocacyadv

90. 909090
OUR CUSTOMERS LOVE THE NEW GCAP
1. It’s Fun!
1. It’s Competitive!
1. It’s Informative!
1. It has Real Value!
1. It’s Easy!
“The activities are various and
encourage competition
between members of the hub”
“It spreads your culture in a
good way! Love it.”
“Fast, simple,
addictive”
“It's fun and something
different during a working day”
“It keeps me
engaged”
”Feedback survey are useful.
Provides an insight of your
customers needs.”
#advocacyadv

91. 91
GENESYS LOVES THE NEW GCAP
1.Brand Building
2.Brand Amplification
3.Time Saved

92. 929292
WHAT’S AHEAD
Global
Support
Fly!
Partner
Advocacy
Enhanced
Exploration
Employee
Advocacy
#advocacyadv

93. Deena Zenyk
Principal Consultant, Customer Marketing & Advocacy at
Influitive
93

94. What is Your
Advocacy Advantage?

95. Once Upon an Advocate
95 #advocacyadv

96. 96 #advocacyadv

97. 97 #advocacyadv

98. 98

99. Spark a Movement
99 #advocacyadv

100. 100

101. Faster, smoother sales cycles
Peer recommendations can speed up sales cycles by 5x, and 60%+ of
your prospects are influenced by reading online reviews
Connect your prospect with a reference, FAST
Customers who are members of an advocacy community can pick up
reference call requests in less than an hour
Differentiation
Having an exclusive community where customers can network & learn sets
you apart from your competition
How will your Sales team benefit?
101 #advocacyadv

102. Accelerate & diversify content
Proactively identify star customers
willing to share their success. Give
advocates early bird access to your
content and evolve it based on what
really speaks to your audience
Boost your PR & Analyst visibility
Recruit advocates for interviews &
surveys in a matter of hours
Create social media buzz
Grow your presence not with self-
promotion but with advocate-
initiated discussions
Drive Demand Gen
Boost the # of inquiries through
authentic customer stories,
webinars, blog posts, etc.
advocate-generated content
How will your Marketing team benefit?
102 #advocacyadv

103. A direct channel to communicate with your customers
Clients that know you better and get valuable content/tips directly from
you will stick around
Drive user adoption & retention
By personalizing the relationship, your customers will become more
invested and more responsive, allowing you to detect issues sooner
Your customers’ success is your success
As your build your advocacy ecosystem, your new/lower health
customers will be inspired by the best ones, creating an organic
support network & lower touch required from your coaches
How will your Customer Success team benefit?
#advocacyadv

104. Get fast, insightful feedback on the products they build
Advocates give great feedback on product and have a wealth of ideas
for improvements. Consider including them in roadmap decisions
Source beta testers
Advocates are typically active users of the product, and therefore ideal
candidates for beta testing/driving adoption of new key features
How will your Product team benefit?
#advocacyadv

105. Transactional or Transformative?
You Decide.
105 #advocacyadv

106. 1. Pick a partner
2. Pick a role
- Sales
- Marketing
- Customer Success
- Product
- Other
3. Let the ideas flow
4. Share your favorite idea
106 #advocacyadv

107. Advocacy is
Your Advantage

108. Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv