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  • 1. The Power of Brand Advocates for B2Bwww.zuberance.comblog.zuberance.comtwitter.com/zuberance
  • 2. 2
    Acquiring Customers Top B2B Concern
    Top 5 B2B Marketing Challenges
    Source: Forrester, MarketingProfs
  • 3. 3
    Brand Advocates, Definition
    Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
    ►Beyond like, love, or loyalty: Advocacy
  • 4. 4
    Advocates: Unique, Powerful Segment
    • Most trusted sources
    • 5. Highly Influential
    • 6. Massive reach
    Business Value
  • 7. 5
    84% B2B Buyers Trust Word of Mouth
    WOM Most Trusted Source for B2B Buyers
    Source: Forrester
  • 8. 6
    WOM #1 Driver of Sales in B2B
    54% B2B Buyers Say WOM Influences Purchases
    Source: Keller Fay for Jack Morton
  • 9. 7
    B2B Buyers are Active Advocates
    Executives Talk More
    …about More Brands
    … and Advocate Often
    Average # WOM Conversations Weekly
    Average # brands cited weekly
    % Conversations that include recommendation
    Source: Keller Fay for Jack Morton Worldwide
  • 10. 8
    B2B Buyers Most Socially Active
    Social Technographics® Groups by Social Activity Participation
  • 11. 9
    WOM Advocacy is Hot in B2B
    Tactics B2B Marketers Currently Using or Planning to Use in 2011
    Source: Forrester
  • 12. An Army of B2B Advocates
    10
    % B2B End-Users Highly Likely to Recommend
    Source: Zuberance customer data, among end users surveyed
  • 13. 11
    One Account, Thousands of Advocates
  • 14. 12
    5X More Valuable than Ave Customers
    $565,000
    Value of one Advocate for enterprise software company
    Advocacy Value 3X
    Spend Value 2X
    Spend Value
    Sources: Deloitte; Owen, Brooks
    Ave Customer
    Brand Advocates
  • 15. 13
    Advocates Impact B2B Sales Funnel
    Zuberance Apps
    Awareness
    • Advocate Reviews
    • 16. Advocate Stories
    Consideration
    • Advocate Answers
    • 17. Advocate Offers
    Conversion
    Loyalty
    • Advocate Reviews
    • 18. Advocate Stories
    • 19. Advocate Answers
    Advocacy

    Word of Mouth
    All Advocate Apps
  • 20. Activating Advocates
    14
    Within First 90 Days…
    “How likely are you to recommend our brand or product?”
    30%
    50%
    Write reviews or testimonials
    30%
    Share or publish content and/or offers
    13%
    Answer prospects’ questions
    Source: Zuberance-powered surveys
    10X
    Average “Return on Advocacy”
    (Average across all Zuberance customers. Results vary.)
  • 21. 15
    Advocate Channel vs. Trad. Marketing
    In-Bound Clicks
    Conversion Rates
    CustomerAcquisition Costs
    Per 100K Emails
    70K
    25%
    $100
    2.5%
    $25
    6K
    Advocate eMail
    BrandeMail
    AdvocateChannel
    OnlineMarketing
    AdvocateChannel
    TraditionalMarketing
  • 22. 16
    Intuit Turns Advocates into Marketing Force
    Intuit building “Advocate Army” of 500K Brand Advocates
    Advocates creating & publishing online reviews
    Ave. star rating 4.8 of 5 stars
    50% Advocates sharing offers with social networks
    230% in-bound click rate from offers shared by Advocates
    “Energizing our Advocates is game-changing for Intuit sales & marketing.” – Laura Messerschmitt, Intuit Marketing
  • 23. Start Energizing Your Advocates Now!Learn more:www.zuberance.comblog.zuberance.comtwitter.com/zuberance