Advocate Marketing Explained
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A customer is an advocate for you when they refer new leads, endorse you publicly, spread your message, or help you understand the market. Learn more about why advocacy is important and how to activate it within your customer base in this short presentation
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Advocate Marketing Explained
- 2. A customer IS An ADVOCATE For You when they! refer new leads endorse you publicly spread your message help you understand the market
- 3. ADVOCATE MARKETING means mobilizing them to do this! Repeatedly Programmatically Scalably
- 5. Buyers get 57% of the way through the buying process before they talk to a sales rep. – Marketing Leadership Council 57% What’s Driving The Importance of Advocacy? First, buyers avoid talking to your sales reps – or even visiting your website – until they have had a chance to educate themselves.
- 6. Searching within communities is the top way B2B decision-makers discover new approaches. – Forrester Research Searching within communities Vendor content Peer content Q&A 58% 31% 22% 20% What’s Driving The Importance of Advocacy? They get educated by searching within their own professional networks and online communities of their peers.
- 7. Advice from peers is the #1 most influential source of information during the B2B buying process. – BuyerSphere 2013 Advice from a friend Search Engine Supplier WebsiteEmail Industrial Intermediary Sent by a friend Online display ad Social media Wider advice Industry community What’s Driving The Importance of Advocacy? And the people they trust most for unbiased information are peers and experts with direct, relevant experience.
- 8. means you have to earn your customers’ business each and every month. SaaS
- 9. and Social Media has given your buyers access to virtually anyone they want to talk to
- 10. These dynamics are forcing companies to develop stronger strategies for customer success, retention, loyalty, and word-of-mouth SaaS Social Media • Easier to sign up • Easier to switch • Pay-as-you-go • Unbiased expertise • Vendor validation • ROI proof points
- 12. User groups Product surveys Customer Advisory Boards Product reviews References Media interviews Analyst briefings REFER ENDORSE EDUCATE REPRESENT Content distribution Social promotion Content creation Customers find new leads Customers say great things about you Customers teach prospects about you Customers provide feedback and intelligence Referrals
- 13. To activate your advocates, build strong relationships Key Concepts • People, not companies • Give first, then receive • Recognition, not bribes • Mutual benefit • Micro-community
- 14. 70live product feedback sessions per quarter renewal rate for customers in the program 100% 139 14 opt-in references, before and after $130K total value returned by each advocate A Security Company A Marketing Automation Company An Email Marketing Company An Education Tech Company
- 15. • info@explorics.com • (617) 758-8998 • @explorics Contact Us to Learn More
Editor's Notes
- 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty
- 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty
- 50-75% of buying process happens before customer talks to you buyers rely on peers/influencers for information more than vendors/analysts SaaS business models have driven up importance of customers success and customer loyalty