Advocate marketing—if it’s not fun, you’re not doing it right! Seasoned advocate marketer Lauren Turner (Principal Advocacy Consultant at Customers Love Me) shares tips from her years of experience, and explains why fun is anything but trivial. She’ll help you bring laughs, joy, and genuine engagement to your advocacy efforts.

1. Lauren Turner
Principal Consultant, Customers Love Me
lauren@customersloveme.com
THE STRATEGIC VALUE OF FUN

2. Agenda
 The Customer Content Crisis
 Bring in Da’ Noise, Bring in Da’ Fun: Why “Light” Content works
 B2B Examples of Fun Content Done Right
 Exercise
 Key Takeaways/Q&A

3. 
The Customer Content
Crisis

4. Your Customers are Exposed to
So. Much. Material.

5. And We Keep Making More!

6. 87% of B2B Marketers Struggle
with Engaging Content

7. 
Bring in ‘Da Noise,
Bring in ‘Da Fun

8. Why “Light” Content Matters:
 Humor is the most likely type of post to go viral
 It’s engaging
 It fosters trust by appealing to a sense of honesty
 It humanizes your company

9. The Sale is Made:
Capitalize on Customers as Individuals

10. Dedicate10-15% of Your Content
to Fun, Interactive Conversations
• Birthdays
• Pets
• Favorite TV shows/artists/musicians
• Holiday plans
• Surveys/Quizzes/Trivia
• Pop culture articles relevant to your industry
• Give Kudos to your top customers
Note the responses, share with your team and use for follow-up!

11. Entertaining Graphics Add Visual
Interest to Business Requests

12. What’s Your Brush with Celebrity?
• Share fun stories with customers
• Customers interact in a no-pressure
way
• Use as a launching point for further
interaction

13. Let Customers Get to Know YOU
 Employee of the month interview
 Video office tour
 Personal milestones
 Funny stories

14. 
B2B Examples of Fun
Done Right

15. #1: Hootsuite
Mean Tweets
Why it’s effective:
• It leverages a familiar pop-culture reference
• It shows that Hootsuite pays attention to customer feedback
• It shows humility
• It introduces customers to Hootsuite employees as individuals
• It’s relevant to Hootsuite’s product

16. #2 Hubspot
Autotune the Office
Why it’s effective:
• It shows employees having fun
• Self-deprecating humor
• It talks about the product

17. Exercise
Let’s Fun-ify this Customer Challenge

18. Volunteer for a Case Study
Do you have an exciting story to tell about how our product brought your
company results? We would love to hear it!
Here’s the standard way a company might ask:
What would you do to make this request more engaging to
customers?

19. Hey There, Rock Star…
Ready to have your glory
moment in the spotlight? We
know you’ve been rocking
our product, and it’s time to
let the rest of the world know!
Let’s get a case study started
so everyone can recognize
you for the hero that you are!

20. 3 Key Take Aways
 Fun content builds relationships, humanizes your
company and helps cut through content noise
 Aim for 10-15% of your content
 Make it personal, relevant and connected to your brand

21. About Lauren
Lauren Turner: Principal Consultant, Customers Love Me
With a passion for technology and building customer relationships,
Lauren uses her research, trend watching and strategic marketing skills to
help customers build and grow their customer advocacy and engagement
programs. At Nuance Communications, she built the company’s first
customer advocacy program, The Insiders, growing it to over 1250
members in its first year. She holds a MBA with a dual concentration in
marketing and management from Babson College, and a BA in
Economics, Government and History from Wesleyan University.