7 Ways to Turbocharge
Lead Nurturing Programs
with Advocate-Generated Content
2
Quick Housekeeping
• There will be time for a Q&A at the end
• Please submit your questions via chat
• We will be record...
3
Speakers
Chris Newton
VP Business Development
Influitive
@bbstrategies
@influitive
Amy Cole
Demand Generation Best Pract...
4
• Lead nurturing best
practices
• Advocate marketing 101
• Two great things that go
great together
(7 ways to turbocharg...
Lead Nurturing
Best Practices
6
Digital Engagement 2.0 – the Evolution
Content is still king!
• Increasing demand for relevant, credible content
• Decre...
7
Warm-up
Campaign
to Engage
Suspects
Thought Leadership
New Content
Offers
Early Stage Nurture
Net New Lead,
Completed Fo...
8
Develop Buy Cycle Approach
9
Define & Document Your Process
10
 Predict interest
‒ Map product
‒ Prioritize most impactful
‒ ID predictors
‒ Score leads against
 Tell a story
‒ Tar...
11
Map Nurture Program to Buying Stages
12
Early Stage Content – Awareness & Education
• Industry Whitepapers
• Thought Leadership Webinars
• Ebooks
• How to Guid...
13
Later Stage Content – Consideration & Education
• Case Studies
• Interest Targeted Content
• Instructional Videos
• Tri...
Advocate Marketing 101
15
Problem:
Buyers trust their peers…over your marketing
16
Referrals
Product reviewsBlog
comments
Solution:
Pull your Advocates into your marketing
ReferencesRe-tweets,
Likes, sh...
17
Make it easy for Advocates to help
18
Learn More about Advocate Marketing
Part 1: Your introduction to advocate marketing
Part 2: Laying the foundation for a...
7 Ways to Turbocharge
Lead Nurturing
with Advocate Content
20
1. Event Speaker Summaries
• Capture the moment
(words and images)
• Repackage the message
• Share the wisdom
• Recreat...
21
2. Customer Tips eBook
• Pull ideas from multiple
case studies
• Consider including
infographics
• Tie each tip to a
me...
22
3. Webinar / Podcast Highlights
• Offer 2 min. highlights…not entire webinar
• Provide link to full recording
• Podcast...
23
4. Online Reviews
• Collect off several sites
• Select top quotes
• Summarize ratings
• Provide direct links
AppExchang...
24
• Think easy to consume – try as a slideshare
• Must be engaging – brand storytelling
5. Success Stories/Case Study Sum...
25
6. Video Testimonials
• Can be one customer or several
• Focus on results and satisfaction after brief description of
c...
26
7. Social Nurturing
1. Ask if they would like to speak to a peer (or expert)
2. Set them up with a customer advocate
Questions?
28
All attendees will receive access to the webinar replay
Thank you for joining us!
bluebirdstrat.com influitive.com
29
• Define Goal(s)
• Build content map
• “Be the lead”
• Attach content to each step
• Emails sell the content
• Build th...
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7 Ways To Turbocharge Lead Nurturing Programs with Advocate-Generated Content

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Everyone knows content is king. Content drives top-of-the-funnel lead flow and is the heart of every nurturing program that moves prospects to become customers. But content development is hard. Especially when you want to include customer proof points and value statements that deliver true credibility.

In this webinar, you will learn how to mobilize your fans and advocates to help generate new material that will engage your leads and propel opportunities ahead toward wins.

BlueBird Strategies and Influitive will share best practices, tips, and tricks learned from working with hundreds of customers, and describe a blueprint for building and optimizing your current nurturing program, stage-by-stage.

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  • Bluebird OverviewInfluitive Overview -
  • In this webinar, you will learn how to mobilize your fans and advocates to help generate new material that will engage your leads and propel opportunities ahead toward wins.BlueBird Strategies and Influitive will share best practices, tips, and tricks learned from working with hundreds of customers, and describe a blueprint for building and optimizing your current nurturing program, stage-by-stage.
  • AllMarketeers know that in nurture marketing, content is king. It drives top-of-the-funnel lead flow and is at the heart of every successful nurturing program. But content development is hard. Especially the when you want to include customer proof points and value statements that deliver true credibility.What we are seeing is a shift from product marketing driving communication agenda to digital engagement which allows the buyer to drive the communication and content agenda. So, as a leader in this space, you must shift gear understand the buyer journeywant to utilize tools that allow you to listen to the buyer and create content strategy based on this is extremely valuable feedback.
  • Intro for the 7 types with the components – tied t
  • Overall, it’s a challenge for most marketing deparemetns tocontinously generate all of this content.This is why we turn to advocate marketing. We suggest that you get our customers, fans, influencers and other affiliates to do the heavy lifting for you. This is where Chris’s expertise comes in. Chris - Now I’ll hand it over to you to discuss advocate marketing.
  • You want to mobilize your advocates to directly influence revenue and reduce customer acquisition and retention costs. That means that they can get involved throughout the lifecycle.Xactly more than tripled the number of product reviews to land on top of the AppExchange category, driving massive sales increases. They are now well on their way to an IPOEktron has an army of advocates on blog comments, Quora and LinkedIn passionately defending their brand and attacking others.Act-On generated over $500K of revenue from referral leads in December alone sourced through advocates.We have several of our customers who plan their product roadmap and marketing calendar based on input from advocates.There is no limit to what advocates can do if you provide them the experience that they want.
  • Earlier in the buying cycle
  • Customer driven content is extremely value
  • 7 Ways To Turbocharge Lead Nurturing Programs with Advocate-Generated Content

    1. 1. 7 Ways to Turbocharge Lead Nurturing Programs with Advocate-Generated Content
    2. 2. 2 Quick Housekeeping • There will be time for a Q&A at the end • Please submit your questions via chat • We will be recording the webinar for future viewing • All attendees will receive a copy of the recording ?
    3. 3. 3 Speakers Chris Newton VP Business Development Influitive @bbstrategies @influitive Amy Cole Demand Generation Best Practices Consultant at BlueBird Strategies
    4. 4. 4 • Lead nurturing best practices • Advocate marketing 101 • Two great things that go great together (7 ways to turbocharge…) Agenda
    5. 5. Lead Nurturing Best Practices
    6. 6. 6 Digital Engagement 2.0 – the Evolution Content is still king! • Increasing demand for relevant, credible content • Decreasing interest in product marketing pieces • Digital engagement puts Buyer in driver’s seat • Communication agenda maps to Buyer journey • Measure interaction, respond quickly, improve
    7. 7. 7 Warm-up Campaign to Engage Suspects Thought Leadership New Content Offers Early Stage Nurture Net New Lead, Completed Form, Awareness & Education Content Completed Early Stage; Consideration Content, Goal is MQL Trial Nurture Free Trial Requested Sales Owner Reached SQL Touch Campaign Sales Rep Lost Opportunity Nurture Reason-specific branches New Client On Boarding Nurture Current Client Nurture (cross sell/ upsell) Company/Product Announcements Loyalty & Retention, Refer a Friend Advanced Stage Nurture (Role, Title, Industry, Company Specific) Where Do We Start?
    8. 8. 8 Develop Buy Cycle Approach
    9. 9. 9 Define & Document Your Process
    10. 10. 10  Predict interest ‒ Map product ‒ Prioritize most impactful ‒ ID predictors ‒ Score leads against  Tell a story ‒ Target Messaging to levels (buyer, user, benefactor) ‒ Appeal to motivations, fears, pain  Use if/then logic to: ‒ Develop 2-3 “welcome” tracks (executive, imitative owner, practitioner) ‒ Target specific interests ‒ Links to message boards, customer testimonials Use Persona Data For Messaging *Source: Mintigo eBook: Creating Personas
    11. 11. 11 Map Nurture Program to Buying Stages
    12. 12. 12 Early Stage Content – Awareness & Education • Industry Whitepapers • Thought Leadership Webinars • Ebooks • How to Guides • Executive Briefs Scoring or key behaviors will let you know when they are ready to move on
    13. 13. 13 Later Stage Content – Consideration & Education • Case Studies • Interest Targeted Content • Instructional Videos • Trials and Demos • Decision Making Tools
    14. 14. Advocate Marketing 101
    15. 15. 15 Problem: Buyers trust their peers…over your marketing
    16. 16. 16 Referrals Product reviewsBlog comments Solution: Pull your Advocates into your marketing ReferencesRe-tweets, Likes, shares Discover Media interviews User groups Product surveys Customer Advisory Boards Analyst interviews Consider, Retain, Inspire Purchase
    17. 17. 17 Make it easy for Advocates to help
    18. 18. 18 Learn More about Advocate Marketing Part 1: Your introduction to advocate marketing Part 2: Laying the foundation for a world-class advocate marketing program Part 3: From planning to identifying and onboarding advocates Part 4: Engaging and rewarding your advocates Part 5: Tracking and analyzing the results of your advocate marketing program http://influitive.com/playbook
    19. 19. 7 Ways to Turbocharge Lead Nurturing with Advocate Content
    20. 20. 20 1. Event Speaker Summaries • Capture the moment (words and images) • Repackage the message • Share the wisdom • Recreate the energy
    21. 21. 21 2. Customer Tips eBook • Pull ideas from multiple case studies • Consider including infographics • Tie each tip to a meaningful outcome • Promote your advocates as experts
    22. 22. 22 3. Webinar / Podcast Highlights • Offer 2 min. highlights…not entire webinar • Provide link to full recording • Podcasts are easy to record and edit
    23. 23. 23 4. Online Reviews • Collect off several sites • Select top quotes • Summarize ratings • Provide direct links AppExchange: G2 Crowd:
    24. 24. 24 • Think easy to consume – try as a slideshare • Must be engaging – brand storytelling 5. Success Stories/Case Study Summaries
    25. 25. 25 6. Video Testimonials • Can be one customer or several • Focus on results and satisfaction after brief description of challenges
    26. 26. 26 7. Social Nurturing 1. Ask if they would like to speak to a peer (or expert) 2. Set them up with a customer advocate
    27. 27. Questions?
    28. 28. 28 All attendees will receive access to the webinar replay Thank you for joining us! bluebirdstrat.com influitive.com
    29. 29. 29 • Define Goal(s) • Build content map • “Be the lead” • Attach content to each step • Emails sell the content • Build the nurture in your system • Test . . . Revise • Launch! – Monitor … Revise … Monitor … Revise “Digital channels are empowering buyers to drive the conversation, and as they engage and interact with a brand, they start to connect to it. The peer to peer nature of social media allows buyers to share information and opinions with each other – companies need to make sure they are there to participate in the conversation, but not monopolize it.” Tips for Creating an Effective Nurture

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