Deena Zenyk Principal Consultant, Customer Marketing & Advocacy at Influitive

1. Deena Zenyk
Principal Consultant, Customer Marketing & Advocacy at
Influitive
1

2. What is Your
Advocacy Advantage?

3. Once Upon an Advocate
3 #advocacyadv

4. 4 #advocacyadv

5. 5 #advocacyadv

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7. Spark a Movement
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9. Faster, smoother sales cycles
Peer recommendations can speed up sales cycles by 5x, and 60%+ of your
prospects are influenced by reading online reviews
Connect your prospect with a reference, FAST
Customers who are members of an advocacy community can pick up
reference call requests in less than an hour
Differentiation
Having an exclusive community where customers can network & learn sets
you apart from your competition
How will your Sales team benefit?
9 #advocacyadv

10. Accelerate & diversify content
Proactively identify star customers
willing to share their success. Give
advocates early bird access to your
content and evolve it based on what
really speaks to your audience
Boost your PR & Analyst
visibility
Recruit advocates for interviews &
surveys in a matter of hours
Create social media buzz
Grow your presence not with self-
promotion but with advocate-
initiated discussions
Drive Demand Gen
Boost the # of inquiries through
authentic customer stories,
webinars, blog posts, etc.
advocate-generated content
How will your Marketing team benefit?
10 #advocacyadv

11. A direct channel to communicate with your customers
Clients that know you better and get valuable content/tips directly from
you will stick around
Drive user adoption & retention
By personalizing the relationship, your customers will become more
invested and more responsive, allowing you to detect issues sooner
Your customers’ success is your success
As your build your advocacy ecosystem, your new/lower health
customers will be inspired by the best ones, creating an organic support
network & lower touch required from your coaches
How will your Customer Success team benefit?
#advocacyadv

12. Get fast, insightful feedback on the products they build
Advocates give great feedback on product and have a wealth of ideas for
improvements. Consider including them in roadmap decisions
Source beta testers
Advocates are typically active users of the product, and therefore ideal
candidates for beta testing/driving adoption of new key features
How will your Product team benefit?
#advocacyadv

13. Transactional or Transformative?
You Decide.
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14. 1. Pick a partner
2. Pick a role
- Sales
- Marketing
- Customer Success
- Product
- Other
3. Let the ideas flow
4. Share your favorite idea
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15. Advocacy is
Your Advantage

16. Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv