How to Create Fearless Brand Advocates
Interview by Hannah Hager
f you want your sales professionals to be
advocates of your brand, you must first sell
them on it. Naomi Garnice, Director of
Marketing at Salucro, makes sure her sales
professionals understand that part of being a brand
advocate is the realization that daily duties with
customers and partners carry into the company’s
overall brand image.
What are the best ways to breakdown the “Great Wall of
China” between content marketers and sales
professionals to ensure that all employers are active
Breaking down the walls is easy when you open lines of communication
in the right way. Marketing and Sales professionals usually speak in
completely different dialects. Numbers and measurable goals move
people in Sales. Part of being a brand advocate is the realization of how
your day-to-day actions with customers and partners carry into the
company’s overall brand image while supporting your own professional
goals and quotas. To pitch your Sales leaders and department you'll
need to sell them on the direct benefits: how their added visibility will
support their clout in the industry, client relationships and quotas. At the
Advancements in Content Marketing event, we'll take a deeper dive into
this with some go-to lines and examples.
What metrics and measurements do you use to
determine what content is most valuable to your
customer base and has the most likelihood to build trust
and brand recognition?
Let your audience show you which content moves them by tracking their
monthly clicks, shares, comments and resulting referral website traffic.
This will take time to gauge as you build a meticulous content strategy
centered around the goals and needs of your customers and prospects
— we'll look at different approaches to ensure that content is valuable to
your intended audience.
What can we look forward to learning at the conference?
At the conference, I will walk you through a powerful brand advocacy
training series I’ve developed at B2Bs, which not only produces results
but also aligns the business goals between the Sales and Marketing
departments. Further, we will touch on all of the must-topics for your own
brand advocacy training series, why they are important and how they can
directly impact your business and Marketing efforts.