This deck is a high level introduction to advocate marketing fundamentals and planning an advocacy program within your organization.

1. Advocate Marketing
Fundamentals
Certificate Course
1

2. Schedule
2
2:15
3:30
3:45
4:30
5:00
Course Content
Break
Course Content
Exam
End of Day

3. Important
• This course is an introduction to advocate marketing. It has been designed
this way so that those that are new to advocate marketing can hear more
about how it’s done and practice it when they get home.
• This course is considered informative. We will go over a lot of information,
in a very short amount of time.
• I won’t leave you hanging. You can learn more about advocate marketing
at Influitive EDGE.
3

4. Liz Richardson
Sr. Manager, Professional Services, Influitive
4
@LizRichardson1
linkedin.com/in/lizrichardson1

5. 5
ADVOCACY!!!!!

6. Course Objectives
• Understand the role of advocate marketing in the evolving
buyers market
• Get an overview of activities as well as practical tools and
methods for advocate marketing
• Be able to develop, implement and engage an advocate
marketing community.
7

7. Key Concepts
• Getting Started with Advocate Marketing
• Planning an Advocate Marketing Community
• Developing a Strategy
• Engaging Advocates
• Measuring Success
9

8. Getting Started with
Advocate Marketing
10

9. ADVOCACY:
A non-financial
investment in a
company or
brand
11

10. Why Advocate Marketing?
12

11. 13
B2B BUYING
HABITS HAVE
FOLLOWED THE
SAME TREND AS
CONSUMERS
84%
OF B2B
DECISION
MAKERS
START OF THE
BUYING PROCESS
WITH A REFERRAL
8OUT OF 10
IT DECISION
MAKERS
RELY ON W.O.M
WHEN MAKING
BUYING
DECISIONS
75%
OF B2B
BUYING PROCESS
IS COMPLETE
BEFORE BUYERS
COME IN
CONTACT WITH
SALES
59%
OF B2B BUYERS
ENGAGE WITH
PEERS WHO
SHARE THEIR
CHALLENGES

12. 14
“…the very best source of marketing becomes the
authentic and voluntary expression of countless
pleased and engaged customers.”
Dion Hinchcliffe
“Advocacy: The New Currency of Marketing”

13. Advocate
Relationships

14. 5 Questions Every Advocate
Marketer Should Answer
1. How does our advocate marketing community tie to business
objectives?
2. Who are our advocates, and what motivates them?
3. How can I design a scalable community?
4. How do I build engaging advocacy campaigns?
5. How can I measure success and optimize?
16

15. Pillars of Success
17
E
Establish
Objectives
D
Develop
Community
G
Generate
Results
E
Elevate
Experience

16. 18

17. Establishing Advocate
Marketing Objectives
19
Establish Develop Generate Elevate

18. 20
Business Objectives &
Advocate Marketing20

19. 21
CUSTOMER
EXPERIENCE
85%
OF EXECUTIVES BELIEVE
THE CUSTOMER
EXPERIENCE IS
IMPORTANT TO THEIR
COMPANIES’ STRATEGIC
PRIORITIES
(Accenture Research)

20. 22
The Advocate Marketing
Organization

21. Advocate Marketing Manager
Responsibilities
• Program Design
• Identification and Onboarding
• Advocate Engagement
• Metrics and Optimization
• Recognition and Rewards
Qualities
• Knows the customers
• Community management
• Passionate communicator
• Engaging writer
• Creative engager
• Analytical skills
23

22. 24
Fellowship of Advocacy

23. 25
What’s in it for them?
Sales
The program can help build pipeline, drive
revenue and decrease time to sale
Demand Gen
More leads through referrals and social
shares
Customer Engagement
The more your customers advocate for you,
the more loyal they become to your brand
Product
Advocates can provide product feedback
and assist with the product roadmap

24. Define Success
26
http://marketingmeasurementtoday.blogspot.ca/2011/02/simple-formula-for-success.html

25. Developing an Advocate
Marketing Community Strategy
27
Establish Develop Generate Elevate

26. 28
Finding Members

27. 29
Connect and Engage

28. Acts of Advocacy
30

29. Campaigns
31

30. 5 Key Campaign Components
•Outlining core objectives and secondary objectives
•Creating a great theme to make the experience cohesive and
engaging
•Create a sense of urgency
•Clearly outline the rules of engagement
•Incentivize on an individual and community level
•Measure the results
32

31. Generating and
Measuring Results
33
Establish Develop Generate Elevate

32. Key Metrics to Consider
• Strategic Advocate Marketing Metrics
• Lead Generation
• Higher Customer Lifetime Value
• Retention and Customer Satisfaction
• Tactical Advocate Marketing Metrics
• References
• Social Shares
• Product feedback
• Operational Advocate Marketing Metrics
• Promotion
• Initial Participation Rates
• Ongoing Engagement Rates
34

33. Set Goals and Measure Over Time
35

34. 36

35. 37

36. 38

37. Elevating the Advocate
Experience
39
Establish Develop Generate Elevate

38. Advocate Personas
40

39. 41
INTRODUCTION TO ADVOCATE
MARKETING
41
NAME _________________________________ SEGMENT OR INDUSTRY
_______________________________
TITLE OR FUNCTION _______________ YEARS IN THIS JOB _______ REPORTS TO ____________________
AGE _________ EDUCATION ____________________________
PRODUCT EXPERTISE Novice Proficient Expert
OTHER APPLICATIONS USED? _____________________________________________________________________
TYPE OF PERSONA Executive User Employee Other
PAIN POINTS
What do you help them solve?
What are their most common objections to your product/ service?
OTHER INFORMATION
Where do they go for information?
How the persona is motivated?
SITUATION
A typical day:
Typical interaction with product and/or team:
Advocate Persona Worksheet

40. Identifying Advocates and Getting
Them Started
42

41. 43

42. 44
Personal approach,
familiar sender
Gift in the mail
a few days later

43. Build Real Habits of Advocacy
1. Ensure a variety of activities are available
2. Provide balanced activities
3. Ask your advocates for feedback
4. Build a real relationship with your advocates
45

44. 46
Status Access Power Belonging

45. Introduction to Advocate
Marketing Certificate Exam
47

46. 48
20 Questions
30 Minutes