Acton case study-final


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  • Acton case study-final

    1. 1. How Act-On Got Its Fans to Refer 200+ Awesome Sales Leads
    2. 2. Meet Jeff
    3. 3. Meet Jeff (He‟s this guy)
    4. 4. Jeff‟s the product marketing manager at Act-On “I‟m a pretty easygoing guy. Married to a great wife with 2 girls. Love the outdoors, mountain biking, cooking and traveling.”
    5. 5. Act-On is the marketing platform for fast growing businesses of all sizes
    6. 6. Act-On's success and growth is tied to how customers share their positive experiences with its products. The best sales leads are the ones that existing customers proactively refer to the company. Jeff needed MORE of those leads.
    7. 7. Jeff was concerned he was relying on the same customers too often
    8. 8. The last thing he wanted was to burn out his most loyal customers.
    9. 9. Jeff needed a more fun and natural way to build relationships with Act-On‟s customers.
    10. 10. Jeff discovered Influitive, the leader in advocate marketing solutions.
    11. 11. With Influitive, Act-On could now… Integrate with and other products Give back to their top advocates Deploy fun challenges around social campaigns, surveys, reviews, and referrals Organize advocates
    12. 12. Jeff set out to create an army of Act-On fans and advocates
    13. 13. Act-On asked their sales and customer success team to invite customers to join Influitive.
    14. 14. Jeff started a dialog with his customers to see if they were listening. He created a survey and sent it through Influitive and his e-newsletter. With Influitive: 103 responses in 48 hrs.Without Influitive: 2 responses
    15. 15. Points for completing challenges Badges (there are more than 75!) Redeemable rewards Superstar Jeff recognized and thanked his advocates with… “Everybody is busy today. But if you make things fun, engaging, and challenging, it makes advocating more exciting.”
    16. 16. Then Jeff had a stellar idea – generate more sales opportunities through Influitive. Advocates can easily refer a friend at any time with Influitive
    17. 17. He launched a referral challenge asking advocates for a warm email or phone introduction.
    18. 18. With Influitive‟s Linkedin integration, Jeff can see who his advocates are connected to, which makes asking for referrals a much less awkward experience. LinkedIn Connections
    19. 19. The results?
    20. 20. “The most untapped resource is your existing customer base.” 209 of the highest quality leads
    21. 21. “We wanted to knock the ball out of the park, so we tapped into our existing customers. It‟s the true power of advocacy.” $180,000 in pipeline ($80,000 closed business) This made for one happy sales team!
    22. 22. Act-On‟s referral leads close at 5%. More than 500% higher than the industry standard “What Influitive is doing is the new world of advocacy in an electronic form.”
    23. 23. 1. First, find your advocates – the fans that love your company 1. Start with small „asks‟ (like the survey) before jumping into the referral request 1. Make it fun with challenges, points and rewards! 1. Make it easy – the Linkedin integration helps advocates find referrals in their network 1. Set expectations and always follow-up with advocates to let them know the outcome Jeff’s best practices for a successful referral program:
    24. 24. How Act-On‟s marketing department thinks today: “I have a marketing initiative, how can our advocates help?” “When you think about customer marketing, Influitive is the ultimate.”
    25. 25. Jeff knew his customers loved Act-On. What can Influitive do for you? Visit to get started. Influitive helped him tap into it.