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Advocate Marketing Explained
A customer IS An
ADVOCATE For You
when they!
refer new leads
endorse you publicly
spread your message
help you understand the market
ADVOCATE
MARKETING
means mobilizing them to do this!
Repeatedly
Programmatically
Scalably
Advocacy Produces…
reviews!
references!
referrals!
social media!
content!
intelligence!
usability!
training!
strategy!
PR!
community!
speakers!
Buyers get 57% of the
way through the buying
process before they talk
to a sales rep.
– Marketing Leadership
Council
57%	
  
What’s Driving The Importance of
Advocacy?
First, buyers avoid talking to
your sales reps – or even
visiting your website – until
they have had a chance to
educate themselves.
Searching within
communities is the top
way B2B decision-makers
discover new approaches.
– Forrester Research
Searching within
communities
Vendor
content
Peer
content
Q&A
58%	
  
31%	
  
22%	
  
20%	
  
What’s Driving The Importance of
Advocacy?
They get educated by searching
within their own professional
networks and online
communities of their peers.
Advice from peers is the #1
most influential source of
information during the B2B
buying process.
– BuyerSphere 2013
Advice from
a friend
Search
Engine
Supplier
WebsiteEmail
Industrial
Intermediary
Sent by a
friend
Online
display ad
Social
media
Wider
advice
Industry
community
What’s Driving The Importance of
Advocacy?
And the people they trust most
for unbiased information are
peers and experts with direct,
relevant experience.
means you have to earn your customers’
business each and every month.
SaaS
and Social Media
has given your buyers access to virtually
anyone they want to talk to
These dynamics are forcing companies
to develop stronger strategies for
customer success, retention,
loyalty, and word-of-mouth
SaaS
Social
Media
•  Easier to sign up
•  Easier to switch
•  Pay-as-you-go
•  Unbiased expertise
•  Vendor validation
•  ROI proof points
Your
Customer
Target
Buyers
REFER
ENDORSE
EDUCATE
REPRESENT
Customers Advocate in Four Ways
User groups
Product
surveys
Customer
Advisory
Boards
Product reviews
References
Media
interviews
Analyst
briefings
REFER ENDORSE
EDUCATE REPRESENT
Content
distribution
Social
promotion
Content
creation
Customers find new leads Customers say great things about you
Customers teach prospects about you Customers provide feedback and intelligence
Referrals
To activate
your
advocates,
build strong
relationships
Key Concepts
•  People, not companies
•  Give first, then receive
•  Recognition, not bribes
•  Mutual benefit
•  Micro-community
70live product feedback
sessions per quarter
renewal rate
for customers
in the program
100% 	
  
139
14
opt-in references,
before and after	
  
$130K
total value
returned
by each
advocate
A Security Company A Marketing Automation Company
An Email Marketing Company An Education Tech Company
•  info@explorics.com
•  (617) 758-8998
•  @explorics
Contact Us to
Learn More

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Advocate Marketing Explained

Editor's Notes

  1. 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty
  2. 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty
  3. 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty