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Advocacy Advantage: Austin
The document outlines the agenda for an advocacy marketing conference, including presentations on customer advocacy, advocacy and pipeline, and using advocacy to differentiate. It also promotes advocacy marketing as a way to address challenges in traditional marketing by leveraging customer advocates to cut through noise and build brands. The presentations and discussions at the conference aim to help marketers understand how to measure and leverage the impact of customer advocacy on their demand generation activities.
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Advocacy Advantage: Austin
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- 3. Jim Williams VP ofMarketing, Influitive 3
- 4. 4 Today’s Agenda 2:00PM OpeningRemarks with Jim Williams, Influitive 2:30PM Customer Advocacy: Its Impact on Demand Creation with Jen Horton, SiriusDecisions 3:05PM Advocacy & Pipeline with Amy Bills, Blackbaud 3:30PM Networking Break 4:10PM Kevin Magnum, Starr Conspiracy 4:35PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive 5:00PM Closing Remarks 5:10PM Networking and Appetizers #advocacyadv
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- 7. 7 Has marketing hita wall?! #advocacyadv
- 8. 8 ! 79% leads never convertto sales 68% believe content strategies are ineffective 64% don’t trust company information Marketers are missing their targets #advocacyadv
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- 10. Your buyers haveevolved skeptical. wary. peer-driven. 10 92% that trust recommendations from peers, not brands Sources: Nielson #advocacyadv
- 11. Self-ish Marketing • Companytalking about itself • Pushing products • Handful of go-to references • Companies controlling the brand • NOISE Advocate Marketing • Customers raving in public • Building lifetime relationships • Army of advocates • Brands built by customers • Cut through the noise to 11 Maybe it’s time for a new model #advocacyadv
- 12. 3,900%growth in referredpipeline 12 Crowd source revenue #advocacyadv
- 13. 13 225Authentic customer reviews Build newcategories... #advocacyadv
- 14. 22points higher thanthe average NPS score 14 Differentiate on customer delight #advocacyadv
- 15. the best sparka movement powered by a groundswell of advocates 15 #advocacyadv
- 16. It becomes astrategic imperative 16 A central organizing principle embedded in the fabric of the company Human experience authentic, deeply personalized, sense of community Everywhere advocacy happens persistent engagement of 100s to 1000s of advocates #advocacyadv
- 17. Access Power 17 Status Belonging Drivenby social triggers #advocacyadv
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- 20. Where’s the customerin your marketing strategy? 20
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- 22. Jennifer Horton Senior ResearchDirector, SiriusDecisions 22
- 23. 23 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit #SDSummit May 26, 2016 Customer Advocacy: Its Impact on Demand Creation Jen Horton Sr. Research Director @jenhorton Lisa Nakano Research Director @lisanakano
- 24. 24 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummitIntuitively…You Know It’s Good #advocacyadv
- 25. 25 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummitExecutive Summary • Key issues • Customer experience is the largest driver of b-to-b buying decisions, yet its impact is often ignored when planning demand creation objectives • Demonstrating advocacy’s impact on demand creation justifies investments in advocacy and lends more precision to demand modeling • Marketers that account for customer advocacy’s impact are better able to design demand creation programs that meet pipeline and revenue targets • What you will walk away with • An understanding of advocacy’s impact on Demand Waterfall® efficiency • Our view of how to quantify advocacy’s impact on demand creation performance • Examples of how companies account for advocacy’s impact #advocacyadv
- 26. 26 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 26@jenhorton @lisanakano Customer Advocacy – Demand Creation Opportunity Leveraging positive experiences of successful customers creates building blocks for demand creation. B-to-B Buying Cycle EDUCATION SOLUTION SELECTION The aggregation of activities where customers share their positive experiences with your brand such as: • Case studies • Sales references • Video testimonials • Social sharing • Community discussions • Influencer relations Customer Lifecycle DELIVER INITIATE DEVELOP PARTICIPATE RETAIN ACTUALIZE GROW ADVOCATE 71% of b-to-b decision drivers are based on customer experience B-toB Buying Cycle EDUCATION NEED SOLUTION EXPLORE SELECTION CHOOSE 2015 SiriusDecisions Customer Advocacy Study 23% of b-to-b marketers focus on advocacy for early-stage demand creation Customer Lifecycle DELIVER INITIATE DEVELOP PARTICIPATE RETAIN ACTUALIZE GROW ADVOCATE #advocacyadv
- 27. 27 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 27@jenhorton @lisanakano The use of traditional and social media to set the stage for demand creationSeed Key Processes for Effective Demand Creation To drive best-in-class performance, sales and marketing must align roles and responsibilities to five SiriusDecisions Demand Waterfall based processes. Helping reps increase their productivity, for both sales- and marketing-sourced demandEnable Efforts geared to help move qualified demand more quickly through to revenueAccelerate The creation of original demand, with a focus on quality vs. quantityCreate Nurture The care and feeding of prospects that aren’t ready for sales, or that have fallen out of the Demand Waterfall #advocacyadv
- 28. 28 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 28@jenhorton @lisanakano Advocacy-infused content helps buyers build a stronger business case Direct access to advocates helps buyers mitigate risk in purchase decisions Advocacy-infused content supports buyers throughout the buying process Referral and upsell/cross-sell programs source high-quality demand directly through advocates Accelerate Advocacy Can Impact All Demand Creation Processes Understanding where advocacy has an impact on demand creation helps to justify advocacy investments – and results in better demand creation planning. Enable Nurture Advocacy builds reputation, which sets the potential for demand creationSeed Create #advocacyadv
- 29. 29 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit From Activity to Impact Determining opportunities for demand creation leverage
- 30. 30 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 30@jenhorton @lisanakano Identifying Opportunities for Advocacy Leverage Demand creators and customer marketing professionals need to assess resources and capabilities to determine where advocacy can have impact. Can I measure their impact? How can I leverage them? Do I have the right resources? #advocacyadv
- 31. 31 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 31@jenhorton @lisanakano Seed Demand: Activate Advocates Advocates can be a powerful tactic delivery mechanism to introduce and spread the word about their experiences – as well as demand creation offers. • Relevant advocates and advocacy content • Willingness to participate • Ability to reach and engage advocates • Ability to track and measure advocacy activity • Net Promoter Score • Brand sentiment • Influenced revenue • Participate in investor and analyst briefings • Social participation • Logo and testimonial usage • Drive awareness of demand creation offers Resources Leverage Metrics #advocacyadv
- 32. 32 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 32@jenhorton @lisanakano Bomgar: Building Relationships With Advocates Through its advocate portal, Bomgar offers an array of challenges and rewards to manage, engage and reward advocacy participation. • Increased social followers by 12 percent • Increased social mentions by 66 percent and content tweets by 45 percent • Improved case study output by 50 percent • Generated 400+ new inquiries Impact • Lots of happy customers and high NPS scores • A program to build relationships with advocates and activate them to build positive brand sentiment in important communities • Adopt a technology platform that enables them to manage the program and track all advocacy activity Objective #advocacyadv
- 33. 33 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 33@jenhorton @lisanakano Create Demand: Expand Lead Sources Targeting existing advocates or advocate networks often results in demand that converts more efficiently and quickly than through traditional sources. Resources Leverage Metrics • Relevant portfolio of offerings for advocates • Willingness and capability for advocates to contribute referrals • Ability to track and measure demand sourced from tactics that leverage advocacy • Inquiry, TGL or SGL generation • Conversion efficiency • Sourced revenue • Cross-sell/upsell programs • Referral incentive programs • Case study and demand creation offer assets #advocacyadv
- 34. 34 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 34@jenhorton @lisanakano Accelerate Demand: Improve Time to Revenue Advocacy content that helps the buyer answer questions throughout the buying cycle also helps to reduce the time spent in each stage of the process. Resources Leverage Metrics • Relevant advocacy content assets mapped to each stage of the buying cycle • Ability to isolate and analyze cohorts of demand that touched advocacy content vs. those that did not • Velocity • Influenced revenue • Small-net fishing programs • Pipeline acceleration programs • Obstacle removal programs #advocacyadv
- 35. 35 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 35@jenhorton @lisanakano Enable Sales: Minimize Buyer Risk Direct interaction with advocates helps the buyer to better understand, envision and evaluate the post-purchase experience as a customer. Resources Leverage Metrics • Relevant advocates • Ability to manage and track advocate and buyer interactions • Sales quota attainment • Deal dynamics • Influenced revenue • Reference call support • Executive briefing center support • Customer event participation • Customer community participation #advocacyadv
- 36. 36 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 36@jenhorton @lisanakano Citrix: Measuring Customer Advocacy Impact Customer advocacy team tracks all reference activities, including those associated with opportunities for revenue influence effectiveness measures. 2013 2014 Total Pipeline $308,631,082 $334,863,027 Revenue Closed $125,371,042 $209,371,042 Totals 466 won deals 1,221 pipeline 1,283 won deals 1,128 pipeline 2015 $335,116,619 $516,661,287 1,642 won deals 1,595 pipeline 2013 2014 Marketing 201 470 Sales 197 494 Total References Utilized 323 964 2015 609 863 1,472 #advocacyadv
- 37. 37 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 37@jenhorton @lisanakano Nurture Demand: Remain Relevant Advocacy content can help maintain buyer engagement, create urgency and build a business case to initiate a new buying cycle. • Relevant advocacy content assets mapped to disqualification reasons • Ability to isolate and analyze cohorts of demand that were nurtured with advocacy content vs. those that were not • Conversion efficiency • Velocity • Sourced and influenced revenue • Active recycle programs that help build the business case • Passive recycle programs that requalify • Reconstituted programs that re-engage Resources Leverage Metrics #advocacyadv
- 38. 38 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummit SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDSummit 38@jenhorton @lisanakano Identifying Impact on Bookings Variations Analysis of monthly marketing activity, advocacy activity, market conditions and pricing data to identify variables that correlate with bookings. The estimated equation explains 92 percent of the variation in bookings. Drivers for Total Bookings: • Market conditions • Pricing • Chat-sourced leads (lagged 3m) • Emails opened (lagged 4m) • Challenge completions • Demo-sourced leads (lagged 5m) • Partner-sourced leads (lagged 0, 3 and 6m) 2015 SiriusDecisions Customer Advocacy Study #advocacyadv
- 39. 39 #SDSummit © 2016 SiriusDecisions.All Rights Reserved@jenhorton @lisanakano Action Items • Demand marketing • Gather data from available sources to assess what options exist for leveraging advocacy • Pilot and test advocacy leverage to build the case for more infusion • Customer marketing • Take baseline influence of advocacy on Demand Waterfall performance and analyze impact over this baseline • Assess advocacy program quality and highlight opportunities for demand creation leverage #advocacyadv
- 40. 40 © 2016SiriusDecisions. All Rights Reserved@jenhorton @lisanakano #SDSummitQuantifying Impact Crafts the Perfect Recipe #advocacyadv
- 41. Amy Bills Director OfCustomer Marketing, Blackbaud 41
- 42. 42 @AmySilverBills |@Blackbaud | #bbchampions Amy Bills Director of Customer Marketing, Blackbaud @AmySilverBills Michael Beahm, Senior Manager, Customer Advocate Marketing @mabeahm How Blackbaud Influenced $500K in Pipeline with Customer Advocate Marketing
- 43. 43 @AmySilverBills |@Blackbaud | #bbchampions 2011 “Isn’t our Excel spreadsheet of references enough?” 2015 $525K in referred pipeline 25% growth in reference database +2 staff and ever-wider scope #advocacyadv
- 44. 44 @AmySilverBills |@Blackbaud | #bbchampions #advocacyadv
- 45. 45 @AmySilverBills |@Blackbaud | #bbchampions #advocacyadv
- 46. 46 @AmySilverBills |@Blackbaud | #bbchampions • Company ready for change • Good foundation of engaged customers were ready for more • Connected opportunity to our business • The right resources • The right partners A PERFECT STORM.
- 47. 47 @AmySilverBills |@Blackbaud | #bbchampions Educate Define Your Metrics Cultivate Good Partners and never forget… KEEP FOCUS ON RELATIONSHIPS #advocacyadv
- 48. 48 @AmySilverBills |@Blackbaud | #bbchampions
- 49. 49 @AmySilverBills |@Blackbaud | #bbchampions #advocacyadv
- 50. 50 @AmySilverBills |@Blackbaud | #bbchampions • Referred business (pipeline goal) • Overall Champions growth • Growth of engaged Champions • Closed business influenced by references
- 51. 51 @AmySilverBills |@Blackbaud | #bbchampions Technology Leadership Support Ownership Internal Champions #advocacyadv
- 52. 52 @AmySilverBills |@Blackbaud | #bbchampions ACCLIMATIZING OUR ADVOCATES.
- 53. 53 @AmySilverBills |@Blackbaud | #bbchampions Agenda or Section Slide Subtitle if needed AUTHENTICITY BEGETS ADVOCACY: A CASE STUDY The 30-for-30 referral campaign • We were transparent about our goal • We humanized it • We built extra incentives in the campaign • We educated on how and what to refer • We made it a team-effort #advocacyadv
- 54. 54 @AmySilverBills |@Blackbaud | #bbchampions • Client Referral Pipeline > $750,000 • Revenue Influenced by References > 150 opportunities, $10m in pipeline • New Customer Story generation > 100 stories, 25 per quarter (Ex: video & case studies) • Online Reviews > Piloting programs with Trust Radius and G2 Crowd • New Advocates > 20% growth or 600 new advocates WHERE WE ARE TODAY: #advocacyadv
- 55. Kevin Mangum Partner, StarrConspiracy 55
- 56. The Starr Conspiracy| Confidential The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may not be disclosed in any manner to anyone other than the addressee and authorized representatives of the client organization. 56 July 28, 2016 Gearing Up for a Successful Launch Kevin Mangum Owner/Partner, The Starr Conspiracy
- 57. The Starr Conspiracy| Confidential About The Starr Conspiracy The Starr Conspiracy | Confidential 57 #advocacyadv
- 58. The Starr Conspiracy| Confidential Getting Your Hub On Point 1. Articulate your objectives...be specific 2. Identify your advocate personas 3. Create your program goals 4. Get buy-in throughout your organization 5. Create your engagement strategy 58 #advocacyadv
- 59. The Starr Conspiracy| ConfidentialThe Starr Conspiracy | Confidential 59 Program Objectives
- 60. The Starr Conspiracy| Confidential Identify Your Objectives What are you trying to achieve? • Referrals • References • Retention • Social amplification • Customer engagement • Product development • Brand reputation 60 * R “Ray” Wang, Principal Analyst and CEO at Constellation Research Companies who have improved customer engagement increase cross- sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%. “ ”#advocacyadv
- 61. The Starr Conspiracy| Confidential 61 For Instance... 1. Networking 2. Education 3. Influence Company X 4. Recognition Year 1 Objective Customer Engagement Year 2 Objective Increase Advocate-Influenced Deals 1. Shorten Sales Cycle 2. Increase Profit Margin 3. Get to Revenue Faster 4. Social Amplification #advocacyadv
- 62. The Starr Conspiracy| ConfidentialThe Starr Conspiracy | Confidential 62 Advocate Personas
- 63. The Starr Conspiracy| Confidential Identifying Your Advocates 63
- 64. The Starr Conspiracy| Confidential Advocate Personas Who’s going to help you achieve your objectives? • Buyer OR Influencers OR End Users • Demographic vs Psychographic • Should you include detractors? 64CFO ClairePersonnel PeteExecutive Eddie
- 65. The Starr Conspiracy| Confidential Persona Development What should be considered when developing advocate personas? • Role in the Organization • Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points • Compelling Product Features and Benefits for This Buyer • Best Approach and Inclusion Factors for This Buyer • Role in the Buying Journey 65 #advocacyadv
- 66. The Starr Conspiracy| ConfidentialThe Starr Conspiracy | Confidential 66 Program Goals
- 67. The Starr Conspiracy| Confidential Defining Program Goals Create specific goals for each objective. • Goals may vary over first 90 days o First 30 days - High engagement o 60-day mark - Reviews and brand promotion o Ongoing - Referrals • Goals might vary by persona o Drive 2 referrals a month through CFO group o Increase engagement in IT group o Get 20 social shares from the Operations group 67 #advocacyadv
- 68. The Starr Conspiracy| Confidential Goals Will Impact Engagement Strategy 68 GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals #advocacyadv
- 69. The Starr Conspiracy| ConfidentialThe Starr Conspiracy | Confidential 69 Organizational Buy-in
- 70. The Starr Conspiracy| Confidential Buy-In Across Multiple Departments 70 AdvocateHub Customer Service - NPS Product Development - Beta Marketing - Testimonials/Leads Sales - Referrals #advocacyadv
- 71. The Starr Conspiracy| ConfidentialThe Starr Conspiracy | Confidential 71 Engagement Strategy
- 72. The Starr Conspiracy| Confidential Engagement Strategy How are you going to drive engagement within the Hub? • What’s in it for the advocate? • Develop a theme for the program • Provide opportunities for advocates to network within the hub • Create challenges that are in line with your advocate’s psychographic profile • Start out with fun, easy to complete challenges...then work in your asks • Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks) • But most importantly, create a community you’d want to be a part of 72 #advocacyadv
- 73. The Starr Conspiracy| Confidential Recap 1. Articulate your objectives...be specific 2. Identify your advocate personas 3. Create your program goals 4. Get buy-in throughout your organization 5. Create your engagement strategy 73 #advocacyadv
- 74. The Starr Conspiracy| Confidential Thank you! Questions? Kevin Mangum Email: kevin@thestarrconspiracy.com Twitter: @KevinLMangum 74 #advocacyadv
- 75. Deena Zenyk Principal Consultant,Customer Marketing & Advocacy at Influitive 75
- 76. What is Your AdvocacyAdvantage?
- 77. Once Upon anAdvocate 77 #advocacyadv
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- 81. Spark a Movement 81#advocacyadv
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- 83. Faster, smoother salescycles Peer recommendations can speed up sales cycles by 5x, and 60%+ of your prospects are influenced by reading online reviews Connect your prospect with a reference, FAST Customers who are members of an advocacy community can pick up reference call requests in less than an hour Differentiation Having an exclusive community where customers can network & learn sets you apart from your competition How will your Sales team benefit? 83 #advocacyadv
- 84. Accelerate & diversifycontent Proactively identify star customers willing to share their success. Give advocates early bird access to your content and evolve it based on what really speaks to your audience Boost your PR & Analyst visibility Recruit advocates for interviews & surveys in a matter of hours Create social media buzz Grow your presence not with self- promotion but with advocate- initiated discussions Drive Demand Gen Boost the # of inquiries through authentic customer stories, webinars, blog posts, etc. advocate-generated content How will your Marketing team benefit? 84 #advocacyadv
- 85. A direct channelto communicate with your customers Clients that know you better and get valuable content/tips directly from you will stick around Drive user adoption & retention By personalizing the relationship, your customers will become more invested and more responsive, allowing you to detect issues sooner Your customers’ success is your success As your build your advocacy ecosystem, your new/lower health customers will be inspired by the best ones, creating an organic support network & lower touch required from your coaches How will your Customer Success team benefit? #advocacyadv
- 86. Get fast, insightfulfeedback on the products they build Advocates give great feedback on product and have a wealth of ideas for improvements. Consider including them in roadmap decisions Source beta testers Advocates are typically active users of the product, and therefore ideal candidates for beta testing/driving adoption of new key features How will your Product team benefit? #advocacyadv
- 87. Transactional or Transformative? YouDecide. 87 #advocacyadv
- 88. 1. Pick apartner 2. Pick a role - Sales - Marketing - Customer Success - Product - Other 3. Let the ideas flow 4. Share your favorite idea 88 #advocacyadv
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