The

Effect
How to Get Your Customers Talking About
You With Advocate Marketing

Bo Bandy

JIM WILLIAMS

@bo_knows_
Bo.Ban...
Nobody Trusts You
Fr i e n d s &
p e e r s 

Ad
a d
mo
a d

s
s
r
s

,

&
e


#LeadLoveDenver
60% of tech B2B
customers search for peer
testimonials on products
Product reviews account
for 47% of all referrals
to tec...
Yelpification follows us to work

4
What’s an advocate?
More: One that makes a
non-financial investment in
your company.
Why do we advocate?
9

Every day, we deliver

of minutes of audio and web conferencing services to

end users at

companies.

#LeadLoveDenver
...
10

The competition.

#LeadLoveDenver

@ReadyTalk
11

We have happy customers.
Net Promoter Scores (NPS)

54%

#LeadLoveDenver

50%

33%

32%

@ReadyTalk
Taking on Goliath with an army
of happy customers.

#LeadLoveDenver

@ReadyTalk

12
We wanted more of this.

#LeadLoveDenver

@ReadyTalk

13
MEASURING

RECOGNIZING
& REWARDING

ENGAGING

IDENTIFYING &
ONBOARDING

BUILD CONSENSUS

5 steps to building a successful
...
5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING
3.ENGAGING

4.RE...
Have a plan
• Identify an executive
sponsor
• Have an owner
• Tie advocate marketing
to business objectives

#LeadLoveDenv...
Break it down
30% increase in referral
leads
5 new customer videos
24 hour SLA on
reference requests
30% more product
revi...
Goals for ReadyTalk Advocacy

#LeadLoveDenver

@ReadyTalk
5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING
3.ENGAGING

4.RE...
Our Best Advocates
• Invested in the success of the company
• Experience with the
competition
• Their success depends
on u...
Becoming an Advocate
Engaged
Advocates
New Advocate
Experience
- Exposure to limited
challenges

Invite
- Fully branded
- ...
Invite with style

#LeadLoveDenver
From:
5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING
3.ENGAGING

4.RE...
In one year

1

Product Review
References

Speaking
opps

Referrals

3

PLUS

Analyst
briefings

Customer
Advisory
Boards
...
Building Engagement
Challenges with the most…
# of Completions = Refer a Prospect
User Uploads = Share Your Favorite Infog...
Summit Club Olympics
• Custom invitation
• Chance to earn a gold, silver or bronze
medal (and bonus points)
• Featured a n...
5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING
3.ENGAGING

4.RE...
Advocate motivation
Status

Access

Power

Stuff

#LeadLoveDenver
#LeadLoveDenver
Star
Super
Connector

Oracle

Guru
#LeadLoveDenver
10 ways to love your advocates back
1.
2.
3.
4.

Guest blogging opps
Media interviews
Invitations to executive retreats
In...
Exercise
• How many people in this audience
sell to IT folks? Marketing? Sales?
Other?
• What kind of techniques can you u...
5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING
3.ENGAGING

4.RE...
#advocatemktg

@ReadyTalk
What would you spend to have a
customer …
• Follow on Twitter
• Share your
content
• Join your LinkedIn
group
• Review you...
Next: Read the Advocate Marketing
Playbook

#LeadLoveDenver
Questions?
The Yelpification Effect: How to get Your Advocates Talking About You!
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The Yelpification Effect: How to get Your Advocates Talking About You!

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ReadyTalk discusses how they are blowing away much larger and well-funded competitors by harnessing the power of their advocates. Driving not just a ton of 5-star online reviews, but also referral leads, peer references, social media buzz, beta program participation and more.

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  • research from iMedia shows that 37% of B2B buyers post questions on social networking sitesGartner Research projects that “by 2020 customers will manage 85% of their relationship without talking to a human.”
  • #5 – five steps/pillars
  • #5 – five steps/pillars
  • #5 – five steps/pillars
  • #5 – five steps/pillars
  • #5 – five steps/pillars
  • Status – bragging rights, publically more known than others(press and speaking opportunities) you brag on their behalf (eg. Leaderboard)Access – batphone to executive Power – impact, control over others, make decisions on behalf of others (affect roadmap)Stuff - $ Scale is from economical to heavy investment
  • Super Connectors – care about the size and quality of their professional network. Help them build relationships.Gurus - motivated by altruism. Help them help others.Stars – want recognition for their efforts, promotion of their personal brand.Oracles –want to demonstrate their expertise and knowledge.
  • #5 – five steps/pillars
  • Slide #15 - playbook
  • The Yelpification Effect: How to get Your Advocates Talking About You!

    1. 1. The Effect How to Get Your Customers Talking About You With Advocate Marketing Bo Bandy JIM WILLIAMS @bo_knows_ Bo.Bandy@ReadyTalk.com @influitive jim@influitive.com Marketing Communications Manager, ReadyTalk VP of Marketing at Influitive, the advocate marketing experts Tweet about this : #LeadLoveDenver
    2. 2. Nobody Trusts You Fr i e n d s & p e e r s  Ad a d mo a d s s r s , & e  #LeadLoveDenver
    3. 3. 60% of tech B2B customers search for peer testimonials on products 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 #LeadLoveDenver
    4. 4. Yelpification follows us to work 4
    5. 5. What’s an advocate?
    6. 6. More: One that makes a non-financial investment in your company.
    7. 7. Why do we advocate?
    8. 8. 9 Every day, we deliver of minutes of audio and web conferencing services to end users at companies. #LeadLoveDenver @ReadyTalk
    9. 9. 10 The competition. #LeadLoveDenver @ReadyTalk
    10. 10. 11 We have happy customers. Net Promoter Scores (NPS) 54% #LeadLoveDenver 50% 33% 32% @ReadyTalk
    11. 11. Taking on Goliath with an army of happy customers. #LeadLoveDenver @ReadyTalk 12
    12. 12. We wanted more of this. #LeadLoveDenver @ReadyTalk 13
    13. 13. MEASURING RECOGNIZING & REWARDING ENGAGING IDENTIFYING & ONBOARDING BUILD CONSENSUS 5 steps to building a successful advocate marketing program
    14. 14. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT #LeadLoveDenver
    15. 15. Have a plan • Identify an executive sponsor • Have an owner • Tie advocate marketing to business objectives #LeadLoveDenver
    16. 16. Break it down 30% increase in referral leads 5 new customer videos 24 hour SLA on reference requests 30% more product reviews #LeadLoveDenver
    17. 17. Goals for ReadyTalk Advocacy #LeadLoveDenver @ReadyTalk
    18. 18. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT #LeadLoveDenver
    19. 19. Our Best Advocates • Invested in the success of the company • Experience with the competition • Their success depends on us • Have personal interactions with ReadyTalk #LeadLoveDenver @ReadyTalk
    20. 20. Becoming an Advocate Engaged Advocates New Advocate Experience - Exposure to limited challenges Invite - Fully branded - Personalized invite from account manager - Access to lots of challenges - Personal “Perks” - Build engagement and try to learn more about the advocate - More involved challenges - Perk for engaged advocates - Reminder email 2 weeks later - Exposure in customer newsletter #LeadLoveDenver @ReadyTalk
    21. 21. Invite with style #LeadLoveDenver
    22. 22. From:
    23. 23. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    24. 24. In one year 1 Product Review References Speaking opps Referrals 3 PLUS Analyst briefings Customer Advisory Boards Content distribution Media interviews 43 45 Social promotion #LeadLoveDenver
    25. 25. Building Engagement Challenges with the most… # of Completions = Refer a Prospect User Uploads = Share Your Favorite Infographic Popular Survey = “What Scares You About Online Meetings?” Social Shares = How to Nail a Presentation (article) Joined Group = Join Our Reference Group #LeadLoveDenver @ReadyTalk
    26. 26. Summit Club Olympics • Custom invitation • Chance to earn a gold, silver or bronze medal (and bonus points) • Featured a new “event” each day • Events included Olympic and ReadyTalk trivia and fun games • Opportunity for bonus points #LeadLoveDenver @ReadyTalk
    27. 27. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    28. 28. Advocate motivation Status Access Power Stuff #LeadLoveDenver
    29. 29. #LeadLoveDenver
    30. 30. Star Super Connector Oracle Guru #LeadLoveDenver
    31. 31. 10 ways to love your advocates back 1. 2. 3. 4. Guest blogging opps Media interviews Invitations to executive retreats Invitations to industry conferences 5. Special status at user conferences 6. Participation in product sprints 7. Job recommendations 8. Social media love 9. Introductions & connections 10. Linked-in skills & recommendations #LeadLoveDenver
    32. 32. Exercise • How many people in this audience sell to IT folks? Marketing? Sales? Other? • What kind of techniques can you use to motivate these different user types? • What about executive vs. manager level #LeadLoveDenver
    33. 33. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    34. 34. #advocatemktg @ReadyTalk
    35. 35. What would you spend to have a customer … • Follow on Twitter • Share your content • Join your LinkedIn group • Review your product • Answer a survey • Comment on a blog • Refer a lead • Do a reference call
    36. 36. Next: Read the Advocate Marketing Playbook #LeadLoveDenver
    37. 37. Questions?
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