This document discusses 4 ways to incorporate customers into a company's demand generation strategy using advocate marketing. It begins by defining advocate marketing and outlining Influitive's vision and the problems it aims to solve such as shifting trust in buyers and underutilizing customer advocacy. It then provides 4 strategies: 1) using customer generated content and social proof in advertising, 2) surrounding prospects with positive social proof like reviews, 3) focusing on customer referrals, and 4) treating advocates as a new distribution channel. The document argues that combining demand generation and customer marketing approaches can be mutually beneficial.

1. Advocate Marketing & …
4 ways to inject customers into your
demand generation strategy
Jeff Porter, Director of Business Development, Influitive

3. Advocate Marketing
“The use of marketing strategy, budget, and
resources to encourage customers,
employees, or partners to do something on
behalf of your company with or without the
expectation of mutual benefit.”
3

4. Our Vision
To create the world's best platform for
discovering, nurturing, and mobilizing
the power of advocacy

5. Background
Influitive was founded to solve
three key problems.
5

6. 6
1. Shift in buyer’s trust

7. 7
92%of buyers trust recommendations from peers,
not brands
Sources: Nielson

8. 8
1. Shift in buyer’s trust
2. Customers are under-utilized

9. Benefit ImpactFunded Initiatives
Increase trust with
authentic social proof
⬆ Consumption & sharing
⬆ Owned media
⬆ Traffic, conversion
User generated content
Social amplification
Community & Events
Voice of Customer
Customer Feedback
Engage and retain more
customers
⬇ Churn
⬆ CLV
⬆ NPS/ CSAT
⬆ Up/XSell
References
Reviews
Referrals
Improve sales conversion
⬇ Customer acquisition costs
⬆ Win rates
⬆ Sales velocity

10. 10
1. Shift in buyer’s trust
2. Customers are an under-utilized
3. Advocacy is hard to scale

11. Silos Don’t Scale
Case
Studies
Speakers
Reviews &
FeedbackReferrals &
References
Community
Demo Events
Roadmap

12. Demand Gen: This is Alex’s life
12

13. Alex is at a crossroads
• Heavy reliance on email marketing
• Paid advertising is a huge line item in the budget
• Tons of gated content that seldom gets used
• Diminishing returns across all channels
• Declining conversion rate through the funnel
13

14. https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research

15. https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research
Large
investments of
time and budget

16. https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic-gp.html
Advocates get deals done
B2B Sales Benchmark Research
Large time
and budget
investments
Justifies
more focus

17. Sitting between two worlds
17
Demand
Generation
Advocate
Marketing

18. 1. Bring your ads to life
18

19. 19
6x Increase in Conversion Rates

20. 2. Surround your prospects with social proof
20

21. Your prospects are reading reviews
21

22. 3. Own the Referral Pipeline
22

23. 4. Advocates are a new distribution channel
23

24. Demand Gen + Customer Marketing = BFF
24

25. There’s nothing your customers won’t do …
25

26. Last week experimented with offering clients a discount in
exchange for a referral. So far they have received 421
referrals in the first 5 days.
There’s nothing your customers won’t do …

27. $38min pipeline touched by Ceridian’s
#1 advocate, Steve.
27
There’s nothing your customers won’t do …

28. There’s nothing your customers won’t do …
28
Mike Stowe,
Director of Community
Mulesoft

29. Hub Overview
November 29, 2016

30. Advocate View

31. 2
1
3
4
Key Features
1. Challenges
2. Points
3. Rewards and Badges
4. Leaderboard

32. Challenges
Fun. Education.
32
Ask.

33. 2
1
3
4
Key Features
1. Challenges
2. Points
3. Rewards and Badges
4. Leaderboard

34. Marketer’s View

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3
4
Dashboard
1. Program goal metrics
2. Admin actions
3. Hub performance reporting
4. Live activity feed
5. Advocate insights 5

36. Overview
1. Quick and easy filtering
2. Summary of advocate activities
3. Clear visuals show advocate engagement
4. Live metrics are updated in real time
This image cannot currently be displayed.
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2
4
3

37. This image cannot currently be displayed.
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Advocates
1. Detailed data on each individual
advocate
2. Extensive reporting to help you
fully understand advocate
activity and behaviour

38. 1 2
Social Influence
1. Track your monthly change in social shares
2. See who your top influencers are
3. See how well connected you are on each channel
3

39. Benchmarks
• Allows you to compare your hub performance
against other hubs
• Benchmark based on five metrics:
1. Advocate engagement
2. Advocate performance
3. Community activity
4. Social activity
5. Reward redemptions

40. Referrals

41. 21
3
Referrals
1. Able to quickly search for individual
referrals
2. Dashboard updates to show progress
of referral campaigns
3. Able to filter and analyze specific
campaigns, referral statuses, and
activity date ranges

42. Success with Category Leaders
INDUSTRY LEADERS

43. The Influitive Story
43
NEW CATEGORY:
Advocate Marketing
125
EMPLOYEES
300
CUSTOMERS
$50M
VENTURE FUNDING
FOUNDED BY MARK ORGAN:
2010