7 Secrets for Turning Customer Advocacy into Revenue

Check out this presentation to get expert tips for driving revenue by leveraging your untapped customer base.

Technology

Housekeeping
• This webinar is being recorded! We’ll send you the slides
and recording later today.
• Questions? Add your question to the chat box for the live
Q&A at the end
• Posting to social? Use #mktgnation

Your advocacy experts today
Jim Williams
Vice President of Marketing
Influitive
Katie Pope
Customer Marketing Specialist
Marketo

of buying happens
‘below the surface’
75%
buyers consider WOM
the #1 influence8 out of 10
59%
rely on peers to
make buying
decisions
Why advocacy?

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

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%

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

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 content…

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

2015 Marketing
Nation Summit
1 launch
3 days
10 referrals
4K acts of advocacy
53 customer reviews
200 new advocates

Relationships
4. Customer engagement,
satisfaction & retention

LTV
New customer acquisition
is expensive!
According to Bain:
⬆5% customer retention
=
⬆25%-95% profits

Among 1200 Marketo advocates…
or higher: average retention
rate of Marketo customers in
Purple Select
95%
of Marketo’s strategic
customers participating
in the program
43%

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

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!

Blackbaud’s referral pipeline growth
2014
$250K
2015
$500K
2016
$750K
Michael Beahm
Senior Marketing Manager
Blackbaud

Your most effective content
B2B marketers rank case studies as the
#1 most effective type of content
Storytelling releases oxytocin
(aka the “trust hormone”
or “love molecule”) into
the human brain

See you at #MKTGnation Summit!
bit.ly/mktoadvocacy

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Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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