The document discusses aPriori's advocate marketing program. It outlines the company's strategy to build a base of advocates through early customer engagements and events. In year 1, the program accomplished recruiting 338 advocates who contributed to discussions and provided testimonials. The year 2 objectives are to increase customer reviews, testimonials, and referrals through continued community engagement.

1. Rick Burke
VP Marketing
The Big Bang Theory & Advocate Marketing
Sandy Turcotte-Lim
Director, Advocate & Content Mktg

2. Who is aPriori?
Company
Growth
VC Partner
Management
Technology
• Started work on automated costing concept in mid 1990’s
• Company was founded in 2003
• Based in Concord, MA
• Strong year over year bookings growth over the past 5 years
• 150 employees & partners located across NA, EMEA & Asia Pacific regions
• Venture funded by Sigma Partners - $2.5B in assets under management
• Very successful history of backing high growth software companies
• 30% of Annual Bookings Invested in R&D
• 2013 Gartner Group “Cool Vendor” award in the PLM category
• Leading provider of Automated Costing Solutions
• Long standing management team with experience both in manufacturing and growing
high technology companies

3. 3
We need to start our
Advocate Marketing
program now!
But we are too busy!

4. 4
After We Saw our First Demo of Influitive….

5. 5
So We Began to Build Our Strategy…

6. The Big Bang Strategy
6
Global Sales
Kickoff
2 Customer
Event Test Cases
Cost Insight
Conference
June July - September
November
Thru February

7. 7
• Challenges
• Discussions
• Referrals
• Rewards
Customer Advocacy
Announcement of Awards for the Company Kickoff will be made at the end of the day
Global Sales Kickoff

8. Early Customer Engagements…
8
• 60 of our Top Customer
Deployment Leaders
• Introduced Vault During Kickoff
Presentation
• Challenges Custom Designed for the
During the Event
• 53 customers distributed across NA
and EU
• Evaluate alpha version of new web-
based software product
• Custom Challenges designed to
collect feedback on specific features
of the product
European STARS Conference Early Visibility Testing
• Get a core base of 50 Advocates on
board, collect feedback on
likes/dislikes
• Build solid credibility with Product
Management; and pick up another
50 Advocates
Marketing Goal Marketing Goal

9. Global Sales Kickoff
9
100 High NPS Advocates
From Early Customer
Programs
Springboard to the Big
Event at Cost Insight

10. Cost Insight Conference
10
• Pre-Event Experience
• Social Sharing, Vote on Topics, Vote on Product Enhancements
• During Event Experience
• Favorite Presentation, Event Satisfaction Survey, Trivia Quizzes
• “Register for the Vault” Slide in Every Presentation
• 22 different people endorsing/messaging “register now”
• On-Site Registration Assistance and Rewards
Redemption

11. Cost Insight Conference
11
• Pre-Event Experience
• Social Sharing, Vote on Topics, Vote on Product Enhancements
• During Event Experience
• Favorite Presentation, Event Satisfaction Survey, Trivia Quizzes
• Register for the Vault Slide in Every Presentation Deck
• 22 Different People saying “Register for the Vault”
• On-Site Registration Assistance and Rewards
Redemption
FOR PRINT
VERSION

12. 12
Cost Insight 2017

13. Year 1 Accomplishments
13
338
ADVOCATE
S
24
REFERENCEA
BLE
CUSTOMERS
321
DISCUSSION
TOPIC
REPLIES
FORBES
BEST
ENTERPRIS
E
SOFTWARE
UPSHOT
STORIES
12 G2 CROWD
REVIEWS
46
SUPER
ADVOCATES TO
LEVERAGE
47
TESTIMONIA
LS

14. Year 1 Accomplishments
Benchmarking
Data Based on Influitive Software Customers with Annual Company
Revenue ($1M - $10M) between 100-500 Joined Advocates*
14
*Excludes employee data

15. Year 1 Accomplishments
Upshot
15

16. YR 2
YR 2
FY18 Advocate Marketing Monthly Performance
16
Q1 Q2 Q3 Q4
Goal M J J A S O N D J F M A Total Diff
New Joined
Advocates
250 64 6 9 12 12 14 16 133 117
Challenge
Completions
6,000 470 229 232 358 248 161 343 2041 3,959
Discussion
Contributions
300 27 21 30 11 26 27 41 183 117
Referrals 100 4 0 1 1 1 1 2 10 90
BDALs 24 0 0 0 0 1 2 0 3 21
Customer
Reviews
20 11 0 0 4 0 0 1 16 4
Testimonials 30 8 2 7 5 4 0 1 27 3
Employee
Reviews
5 0 0 0 0 3 1 0 4 1
Year 2 Objectives – Increase Reviews, Testimonials, Referrals
YR 1
YR 1
YR 1

17. FY18 Advocate Marketing Monthly Performance
17
Q1 Q2 Q3 Q4
Year 2 Objectives – Increase Reviews, Testimonials, Referrals
YR 1
YR 1
YR 1
FOR PRINT
VERSION
YR 2
YR 2
Goal M J J A S O N D J F M A Total Diff
New Joined
Advocates
250 64 6 9 12 12 14 16 133 117
Challenge
Completions
6,000 470 229 232 358 248 161 343 2041 3,959
Discussion
Contributions
300 27 21 30 11 26 27 41 183 117
Referrals 100 4 0 1 1 1 1 2 10 90
BDALs 24 0 0 0 0 1 2 0 3 21
Customer
Reviews
20 11 0 0 4 0 0 1 16 4
Testimonials 30 8 2 7 5 4 0 1 27 3
Employee
Reviews
5 0 0 0 0 3 1 0 4 1

18. Key Takeaways
It’s All About Leverage