How to Troubleshoot Apps for the Modern Connected Worker
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7 Secrets for Turning Customer Advocacy into Revenue
1.
2. Housekeeping
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3. Your advocacy experts today
Jim Williams
Vice President of Marketing
Influitive
Katie Pope
Customer Marketing Specialist
Marketo
4. of buying happens
âbelow the surfaceâ
75%
buyers consider WOM
the #1 influence8 out of 10
59%
rely on peers to
make buying
decisions
Why advocacy?
5. 3 ways advocacy can help
Reach a wider
audience and boost
awareness through
trusted channels
Increase customer
satisfaction,
engagement and
retention
Accelerate sales
pipeline and
revenue growth
7. of buyers said that social media played
a role in their assessment of tools and
technologies
B2B marketers who use Twitter generate
twice as many leads as those who don't
74%
8. Goal: Increase social engagement
by Ambassadors by 30%
Results:
⢠9,000 pieces of content shared
on social media
⢠8,000 mentions
⢠81 million social impressions
⢠245,000 clicks
Hootsuite Ambassadors
10. Only 9% of B2B buyers
considered vendor content
to be trustworthy
94% of marketers say the
customer's voice is their most
effective content
Nobody trusts your contentâŚ
13. Boost event engagement and ROI
Before During After
Crowdsource ideas VIP treatment Solicit feedback
Speaker and award
submissions
Volunteer at your booth Collect testimonials
Promote registration Speak on stage Share event content
Crowd-source content Record testimonials and
case studies
Connect with community
online
Recruit booth volunteers Recruit more advocates
17. Among 1200 Marketo advocatesâŚ
or higher: average retention
rate of Marketo customers in
Purple Select
95%
of Marketoâs strategic
customers participating
in the program
43%
19. 7 out of 10 people who read reviews share
them with friends, family and colleagues
60% of B2B tech buyers seek peer reviews
before they make a purchase decision
22. of B2B decision
makers start the
buying process
with a referral
84%
Companies with referral
programs:
⢠Higher conversion rates (5X)
⢠Faster time to close
⢠Higher lifetime value
Only 30% of companies have a
formal referral program!
25. Your most effective content
B2B marketers rank case studies as the
#1 most effective type of content
Storytelling releases oxytocin
(aka the âtrust hormoneâ
or âlove moleculeâ) into
the human brain
26. See you at #MKTGnation Summit!
bit.ly/mktoadvocacy
-- Lizzy: do you have a high res version of this image that I can swap in?
This slide or the next one to set the stage around advocacy before jumping into the tips.
Note on design: Couldnât figure out how to darken the photo to match Slide 6.. If you know how, my thinking was to switch up the sldies with some teal accent slides here and there .But thereâs also a purple image behind this one if we want to revert to consistent purple.
*Sales Staff Intelligent Demand Generation "100 Sales and Marketing Stats that Will Blow Your Mindâ
** Quote: 53% of buyers said that social media played a role in their assessment of various tools and technologies; 21% said social media played a very important role in their research process**
The 2015 B2B Buyer's Survey Report: How Content And Social Media Are Impacting The Buyer's Journey
Events = one fifth of the average marketing budget
Software Advice
Deloitte and Touche research cited in PR Newswire article "New Deloitte Study Shows Inflection Point for Consumer Products Industry"
84% of B2B decision makers start the buying process off with a referral. (LinkedIn)
Do we have a stat about referrals closing faster and having higher lifetime value (outside of the self-reported Heinz data)? I canât find it..
http://influitive.com/blog/infographic-17-stats-about-b2b-referrals-you-should-know-but-probably-dont/ Heinz stats for reference & inclusion.
How do you find advocates?
I have a small advocate program, but canât seem to get my advocates to do the high-value activities youâre talking about...like referrals. Whatâs your advice for getting your advocates to refer more business?
How do you measure the value of an advocate program?