The Power of Brand Advocates for B2B


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The Power of Brand Advocates for B2B

  1. 1. The Power of Brand Advocates for<br />
  2. 2. 2<br />Acquiring Customers Top B2B Concern<br />Top 5 B2B Marketing Challenges<br />Source: Forrester, MarketingProfs<br />
  3. 3. 3<br />Brand Advocates, Definition<br />Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. <br />►Beyond like, love, or loyalty: Advocacy<br />
  4. 4. 4<br />Advocates: Unique, Powerful Segment<br /><ul><li>Most trusted sources
  5. 5. Highly Influential
  6. 6. Massive reach</li></ul>Business Value<br />
  7. 7. 5<br />84% B2B Buyers Trust Word of Mouth<br />WOM Most Trusted Source for B2B Buyers<br />Source: Forrester<br />
  8. 8. 6<br />WOM #1 Driver of Sales in B2B<br />54% B2B Buyers Say WOM Influences Purchases<br />Source: Keller Fay for Jack Morton<br />
  9. 9. 7<br />B2B Buyers are Active Advocates<br />Executives Talk More<br />…about More Brands<br />… and Advocate Often<br />Average # WOM Conversations Weekly<br />Average # brands cited weekly<br />% Conversations that include recommendation<br />Source: Keller Fay for Jack Morton Worldwide<br />
  10. 10. 8<br />B2B Buyers Most Socially Active<br />Social Technographics® Groups by Social Activity Participation<br />
  11. 11. 9<br />WOM Advocacy is Hot in B2B<br />Tactics B2B Marketers Currently Using or Planning to Use in 2011 <br />Source: Forrester<br />
  12. 12. An Army of B2B Advocates<br />10<br />% B2B End-Users Highly Likely to Recommend<br />Source: Zuberance customer data, among end users surveyed<br />
  13. 13. 11<br />One Account, Thousands of Advocates<br />
  14. 14. 12<br />5X More Valuable than Ave Customers<br />$565,000<br />Value of one Advocate for enterprise software company<br />Advocacy Value 3X<br />Spend Value 2X<br />Spend Value<br />Sources: Deloitte; Owen, Brooks<br />Ave Customer<br />Brand Advocates<br />
  15. 15. 13<br />Advocates Impact B2B Sales Funnel<br />Zuberance Apps<br />Awareness<br /><ul><li>Advocate Reviews
  16. 16. Advocate Stories</li></ul>Consideration<br /><ul><li>Advocate Answers
  17. 17. Advocate Offers</li></ul>Conversion<br />Loyalty <br /><ul><li>Advocate Reviews
  18. 18. Advocate Stories
  19. 19. Advocate Answers</li></ul>Advocacy <br /><br />Word of Mouth<br />All Advocate Apps<br />
  20. 20. Activating Advocates<br />14<br />Within First 90 Days…<br />“How likely are you to recommend our brand or product?”<br />30%<br />50%<br />Write reviews or testimonials<br />30%<br />Share or publish content and/or offers<br />13%<br />Answer prospects’ questions<br />Source: Zuberance-powered surveys<br />10X<br />Average “Return on Advocacy” <br />(Average across all Zuberance customers. Results vary.)<br />
  21. 21. 15<br />Advocate Channel vs. Trad. Marketing<br />In-Bound Clicks<br />Conversion Rates<br />CustomerAcquisition Costs<br />Per 100K Emails<br />70K<br />25%<br />$100<br />2.5%<br />$25<br />6K<br />Advocate eMail<br />BrandeMail<br />AdvocateChannel<br />OnlineMarketing<br />AdvocateChannel<br />TraditionalMarketing<br />
  22. 22. 16<br />Intuit Turns Advocates into Marketing Force<br />Intuit building “Advocate Army” of 500K Brand Advocates<br />Advocates creating & publishing online reviews<br />Ave. star rating 4.8 of 5 stars<br />50% Advocates sharing offers with social networks<br />230% in-bound click rate from offers shared by Advocates<br />“Energizing our Advocates is game-changing for Intuit sales & marketing.” – Laura Messerschmitt, Intuit Marketing<br />
  23. 23. Start Energizing Your Advocates Now!Learn<br />