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Advocamp: Danielle Camara & Katie Pope

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TIE YOUR ADVOCACY PROGRAM
TO RETENTION RATES
Danielle Camara
Sr. Manager, Customer Marketing
Katie Pope
Customer Marketing...

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Marketing First™

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The Dream Team
Advocates
250+ Members
Advocate
Engagement
@ Scale
1,000+ Members
Customer
Community
50,000+ Members

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Advocamp: Danielle Camara & Katie Pope

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How To Tie Your Advocacy Program To Retention Rate
with Danielle Camara Sr. Manager, Customer Marketing and Katie Pope, Customer Marketing Specialist at Marketo

Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

How To Tie Your Advocacy Program To Retention Rate
with Danielle Camara Sr. Manager, Customer Marketing and Katie Pope, Customer Marketing Specialist at Marketo

Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

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Advocamp: Danielle Camara & Katie Pope

  1. 1. TIE YOUR ADVOCACY PROGRAM TO RETENTION RATES Danielle Camara Sr. Manager, Customer Marketing Katie Pope Customer Marketing Specialist
  2. 2. Marketing First™
  3. 3. The Dream Team Advocates 250+ Members Advocate Engagement @ Scale 1,000+ Members Customer Community 50,000+ Members
  4. 4. • Offline Experience • Online Experience • Internal Engagement • Showcasing Metrics Agenda
  5. 5. Offline Experience • 201 New Advocates, 3 days • 53 Online Reviews • 10 Referrals • 97 New Advocates • 63 One-Click Review Ratings • 14 Reviews Annual Customer Summit Global Roadshows
  6. 6. Online Experiences • 64 Online Reviews • 38% Engagement - 369 • 18 Referral Names • 6 Online Reviews • 23% Engagement • 20 Referral Names
  7. 7. Experiences • Limited Time Experience (5 Days) • Don’t Forget Education, Ask, Fun • Daily Incentive
  8. 8. Personal Relationships
  9. 9. • Online Reviews • Referrals • Advocate Engagement/Growth • Voice of our Customers The Original Internal Sale
  10. 10. • Retention Rate • Customer Engagement by Vertical/Segment • Referral Engine • Advocat-ING your Advocates! • Venngage - Infographic The Internal Sale- Today!
  11. 11. Metrics to track Retention Accounts Up for Renewal in 2015 Accounts Churned in 2015 % Retention of 2015 Advocate Hub Renewals Penetration of Customer Base Advocates/All Customers Advocates/Segmented Customers Engagement by Persona i.e. Executive
  12. 12. Summarize summarize
  13. 13. QUESTIONS? Danielle Camara Sr. Manager, Customer Marketing Katie Pope Customer Marketing Specialist
  14. 14. Build Your Expertise Learn Marketo Expand Your Network Leverage the Marketing Nation
  15. 15. Annual AwardsCMO Nation Purple Select Executive Engagement Revvies Advocate Engagement Stand Out In The Marketing Nation
  16. 16. Marketo Company Overview Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise 4,000+ customers across 20+ industries in 41 countries
  17. 17. The Dream Team Community Engagement Customer Engagement Customer Advocacy

Editor's Notes

  • Talk Track: (Danielle)Marketo Pitch, who we are, what we do. Can use this slide or overview slide in appendix area.

    -----------------------------------------
    Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     
    Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     
    Talking Points:
    What' makes us different? We're Marketing First. We Eat, Sleep and Drink MARKETING. [CLICK]

    The Marketing Automation Software category has gotten crowded- fast- with some big name SaaS vendors in the mix, but they'll never be 100% focused on Marketing.
    They think CRM first, or IT Infrastructure first, HRIS first, or Platform first - they think marketing fifth; we think marketing first. Which means that when it comes to innovation and the tools you are going to need to be successful, we're at the forefront and focused on You.
     
    We started with Marketing Automation, added Web Personalization, added Calendaring/Budgeting, added Ad Support. You want to align with the company that cares about you all the time. A company that's built a platform for marketers by marketers with the intent of making marketing successful, not just expanding their footprint inside a large account.


  • Original Abstract: It’s all about customer engagement – an engaged client is a happy client—we all know the drill! Walk away with a hand full of ideas driving engagement at scale with your customers through online and offline events. Throw out the old quarterly stats and prove closed referrals, higher retention and increased engagement rates…. all while building personal relationships!


    Talk Track: (Danielle) hello everyone and thanks for joining Katie and I today.. Influitive gave us the challenge of 18 minutes today… so this is a no fluff kind of presentation. Some quick intro’s Danielle does intro… …… and I am Katie I have been at Marketo for about a year and half now.. Running everything from our annual User Summit, Roadshows to really launching and growing our Advocate Program, Purple Select where we will be talking about today.. , our hub is what allowed Marketo to convert me to full time employee without a blink of an eye last year as well!..

    Diving right in, let me give you the quick who we are and what we do here at Marketo…



  • Talk Track: (Danielle)Marketo Pitch, who we are, what we do. Can use this slide or overview slide in appendix area.

    -----------------------------------------
    Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     
    Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     
    Talking Points:
    What' makes us different? We're Marketing First. We Eat, Sleep and Drink MARKETING. [CLICK]

    The Marketing Automation Software category has gotten crowded- fast- with some big name SaaS vendors in the mix, but they'll never be 100% focused on Marketing.
    They think CRM first, or IT Infrastructure first, HRIS first, or Platform first - they think marketing fifth; we think marketing first. Which means that when it comes to innovation and the tools you are going to need to be successful, we're at the forefront and focused on You.
     
    We started with Marketing Automation, added Web Personalization, added Calendaring/Budgeting, added Ad Support. You want to align with the company that cares about you all the time. A company that's built a platform for marketers by marketers with the intent of making marketing successful, not just expanding their footprint inside a large account.


  • Talk Track: (Danielle) Let me give you a feeling for how we originally thought about launching our Purple Select, hub, and then talk about how that is very different today.

    Originally the justification for Influitive, as virgins to this was revenue/metric driving activities… driving reviews, driving referrals, social shares easily, growing our advocate base from a few hundred to hundreds etc..

    Today.. We think differently… Purple select is very much like a community to some degree. Why not engage with all of your clients in a fun way? Why were we just going after customers that were through implementation… green… and sales/cams told us we should invite them to our ‘advocate program’ why not invite all customers! Well we did, we shifted into a place where we are largly trying to engage with our customer base in efforts of driving happy, loyal customers..

    With that let me quickly talk to you about how we are set up which I think also helps clarify our programs and alignment to each.

    ------------------------------------
    Now you have the opportunity to engage with Marketo based on your schedule, and be rewarded for it!
    By completing advocacy activities within the Purple Select Platform, you can showcase your experience and knowledge to gain positive exposure across the Marketing Nation and beyond. Your engagement will provide you with access to exclusive opportunities to grow your personal brand and propel your career in the in this fast-paced marketing network.

    An advocate program to recognize our rock star customers for personal achievement, company success or just sharing the purple love.

    640+ advocates in the program & growing
    Points & badges awarded for activities completed
    Points can be redeemed for swag, gifts, career development, training and more
    ++ a fun way to engage with Marketo & other advocates!

    Engage, the Marketing Nation.
     Join a group of thought leaders, cutting edge innovators, along with our strongest power users and gain access to industry experts, analysts, and key Marketo executives.
     
    Influence, the Marketing Nation.
     Get loud; share your success with peers and industry enthusiasts. Gain visibility within your company and allow Marketo to help in measuring the impact you are driving.
     
    Standout, in the Marketing Nation.
     Generate positive exposure as leading innovators in the marketplace through press releases, awards, speaking engagements and case studies that highlight personal successes and your organization’s achievements.
     
    Grow, in the Marketing Nation.
     Receive a daily dose of the latest marketing content, handpicked just for you. Elevate your status at Marketo events; gain access to private receptions with executives and key product development teams.
  • (slide getting prettier, ignore design but overall gyst is there)

    Talk Track (Danielle):
    The team acts very much like a funnel for our base of customers, we have our community counter parts Liz and Scott driving our Customers within the Community-focusing on education, sharing of best practices, connecting with one another, providing product feedback and so on. Our community is 50,000 marketers strong, Katie and I drive our Customer Engagement programs where we think about ways in driving that community of 50,000 members down the journey to advocacy. Things like our Purple Select program, in-person events and nurture programs drive our customers down the path. And then we have our top end of the funnel for our Advocate Program that Becky Wolfe drives today (+one more headcount coming soon) in that she is supporting all of our sales and marketing teams across reference and content support as well as sourcing customers for Marketing around PR, Speaking and Interviews.

    All of our programs certainly align and have a ton of cross over but in theory we also recruit for each other… the more customers I can pull down from the community into “Purple Select’ the more customers Becky has to work with in serving sales and marketing with our best customers.


  • Talk Track (Danielle:
    Today with 18 minutes, we picked a sliver of our program in how do we drive engagement within our hub, Purple Select.

    Katie will talk about our offline and online experiences and how we promote our program internally for success and then we will wrap up with how we started to showcase our metrics and how we have changed the conversation today.
  • Talk Track: (Katie)

    When the program launched early last year we thought about all of the ways we can get in front of our customers to promote and drive awareness to our new EXTERNAL advocate Program, PS.
    So within our Summit and Roadshows we created a space for Customers to engage with us, a one stop shop for customers to 1) sign up for our community, meet their local user group leader 2) demo a product they wanted to learn more about or deep dive into products with an expert they already have today and 3) Sign up for Purple Select. What does our PS pitch sound like?...
    By completing advocacy activities within the Purple Select Platform, you can showcase your experience and knowledge to gain positive exposure across the Marketing Nation and beyond. Your engagement will provide you with access to exclusive opportunities to grow your personal brand and propel your career in the in this fast-paced marketing network.



    -------------------------------------------------------------------------
    Awareness and Growing programs
    Pitch Purple Select:
    Marketo central: one stop shop, created space for custmoers came and learn product demo station, get involved with user groups, and purple select sign ups and then driving reviews while they were there.
    Marketo Central – A Customer’s One Stop Shop
    Recruitment and Awareness
    Increased Engagement
    Additional Asks
  • Talk Track: (Katie)
    It’s a constant process to drive engagement within the hub as we all know, so when we look across quarters and don’t have any events going on … how can we drive very similar online engagements that peak not only engagement but help us hit our quarterly goals around growth across the program.
    We ran two online experiences, one in Q3 and one in Q4 last year. You can see from the metrics that we obviously learned a few things in our second experience Purple Palozza as we did quite a jump in success… but if you think about that look at Jeopardy success alone… how would we have done that in the past over 5 days– would have been impossible.. To engage with a couple hundred advocates, build relationships get to know them, drive 20 referrals and sprinkle some online reviews on top of it… lets just say our expectations have reset since knowing what we can do in PS vs. previously with 2 headcount and thousands of customers to engage with at any given time.
    Define what Purple Palozza was..
  • Talk Track- (Katie)

    I always like to see the back end, reality of programs, so this excel screenshot may not be the prettiest but I wanted to provide some inight into how ive thought about building out these experiences.
    Talk about goals- why to do experience
    Talk about- How to create a successful experience-


    ------------------------------------------------------------

    Limited Time Experience (5 Days)
    Prizes Not for Advocate that Earned Most Points
    Evenly Spread Out Challenges Throughout the Week
    Daily Incentive to Keep Coming Back
    Engagement within Challenges
    Clear Instructions
  • Talk Track- (Katie)

    Another big ‘ah-ha’ moment with PS this past year was being able to build relationships with our customers at scale. I think we all figured when rolling out a ‘platform’ you would lose that.. But in reality you actually have a mechanism/a systematic approach to create relationships at scale– who knew!
    For example;
    Every month the team takes 20 minutes and individually signs Birthday cards for the members who have birthdays that month- writing personal notes from each person if they have worked with them or know them
    How often do you talk to customers find out they are having a baby, just moved into a new house or got a promotion– in reality that takes going to your swag closet/or having no swag and having to find something and then heading over to shipping and receiving– again something we all wish we had time to do but isn't reality… today we can do with a click of a mouse with the use of just Influitive and points or pulling in our integration with PFL and sending them some fun swag

  • Talk Track- Danielle
  • Talk Track- Danielle--


    Consumable… easy to ready– visual way to share your advocates/success with the organization- in a fun way…

    18
    43
    26% ENT


    Have quote from tony fly in– every customer should be in purple select

  • Talk Track (Danielle)
  • Need to build-
  • Certification
    Get tips
    Stay up to date on Product Conversations & ideas

    Access our Template Library
    Executive Thought-leadership
    Content for all; Beginner to Advanced Users


    Engage with a Community of over 50,000 of your peers
    Join a User Group across 50 cities globally




  • Add in lenses to the marketing exec.. Cmo nation…

    How you build y
    our brand.. Being recog… build your brand by being a champion.. Blog… our platform.. CMO Nation..

  • Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     
    Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function.

    Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.

    We are the fastest growing publically traded marketing company with 3800 + customers, across 20 + industries in over 39 countries.

    Over the last 8 years we’ve processed more than a billion leads and we’ve processed more than 220 billion activities for these customers

    And, we’ve been recognized for our customer satisfaction and customer success by some of the largest analyst firms including Gartner and Forrester.
     


  • Customer Advocacy
    Customer Engagement
    Community Engagement

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