Advocamp: Truman Tang
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Stop Treating Referrals As One Night Stands with Truman Tang, Senior Marketing Manager, Customer & Advocacy at Influitive 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: Truman Tang
- 2. STOP TREATING REFERRALS AS ONE NIGHT STANDS Truman Tang // Senior Marketing Manager at Influitive @trumantang 2
- 3. REFERRALS ARE HOT 3 36X 10X 4X
- 8. THE ONE NIGHT STAND
- 9. THE HAPPILY EVER AFTER
- 11. 11
- 13. 13 Do you know any B2B marketers in a managerial level position who you think would benefit from an advocate marketing program?
- 15. 15
- 16. 16
- 17. Take Aways 1. Nurture the relationship 2. Ask for the referral 3. Communicate and close the loop 17
- 19. Thank You! Truman Tang Senior Marketing Manager, Customer & Advocacy @trumantang truman@influitive.com 19
Editor's Notes
- 36x more valuable than a lead generated by a cold call 10x more valuable than a trade show lead 4x more valuable than a web lead ONLY 1/3 companies have a formalized referral program Insidesales.com CEO – Ken Krogue Matt Heinz – Heinz Marketing research (100 B2B Companies)
- 36x more valuable than a lead generated by a cold call 10x more valuable than a trade show lead 4x more valuable than a web lead ONLY 1/3 companies have a formalized referral program Insidesales.com CEO – Ken Krogue Matt Heinz – Heinz Marketing research (100 B2B Companies)
- Insidesales.com CEO – Ken Krogue Matt Heinz – Heinz Marketing research (100 B2B Companies) L Team, Investors see week after week 1000 Conversion rate -
- Insidesales.com CEO – Ken Krogue Matt Heinz – Heinz Marketing research (100 B2B Companies) L Team, Investors see week after week 1000 Conversion rate -
- 36x more valuable than a lead generated by a cold call 10x more valuable than a trade show lead 4x more valuable than a web lead ONLY 1/3 companies have a formalized referral program Insidesales.com CEO – Ken Krogue Matt Heinz – Heinz Marketing research (100 B2B Companies)
- Tina – Looking for the love of her life. Like a perfect customer, she longs for a partner that is easy to get along with, collaborative and pays the bills on time. She’s been going to bars (events), online dating or putting ads in newspapers but there’s no luck. Didn’t get to the heart of it. One day at one of those bars she manages to bump into Grace – they haven’t seen each other for awhile talk about dating and Grace randomly says she might have a guy for her – Tina didn’t even say what her type wasJeff. She makes the connection and never hears from them again until… Enter Jeff – Weeks go by – radio silence then Phones in and asks if she’s heard anything from Tina. Sounds cryptic that they had a REALLY good night but then she never returned his calls and is kinda heart broken. Now these 3 don’t speak much with each other. Bad experience and one I like to call a Referrals – ONE NIGHT STAND – Something you SHOULDN’T DO.
- Same scenario. Except there are a few fundamentals that apply to referral programs to make this work. Tina – meets Grace and the bar then they make an effort to catch up – the do stuff together and are BFF’s and naturally Grace knows EXACTLY who Tina is looking for. Grace knows and looks through her roladex. Finds the perfect guy according to Tina’s taste which is Joy. Tina is constantly talking to grace about how things are going and similarly with joy – the communication is pretty clear between all parties
- Nurture the relationship stay top of mind Educate Make recommendations Welcome challenges, acts of advocacy
- The Ask Keep the referrer looped into the conversation Pro-active referral New referral challenge
- The more you put in, the more you get out.