The document emphasizes the importance of advocacy in driving growth for startups by enhancing brand awareness, product usage, and recurring revenue through word-of-mouth and employee engagement. It outlines strategies such as building referral engines and focusing on customer and employee advocacy to create a positive feedback loop that attracts new talent and customers. Key takeaways include the necessity for thoughtful communication and self-awareness in fostering both employee and customer loyalty.

1. Driving Growth
Through Advocacy
Evan Lewis | @evanlewis_
Director of Sales, PostBeyond Inc.
GrowCamp
March 10th, 2017

2. FACT:
We Live In A
Referral-Driven
World

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3
77% of consumers are more
likely to buy a product when
when they hear about it from
family and friends.
S o u r c e : N i e l s e n

4. 72% of consumers say reading
a positive customer review
increases their trust in a
business.
S o u r c e : B r i g h t L o c a l

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5
91% of B2B buyers are
influenced by word-of-mouth
when making their buying
decision.
S o u r c e : U S M

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6
FACT:
You Want To Grow Your Startup

7. B R AN D
AWAR E N E S S
P R O D U C T
U S AG E
R E C U R R I N G
R E V E N U E
I N B O U N D
L E AD S
How Do You Define Growth?

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8
You Need To Get People Talking.
You Need Advocacy.

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9
ADVOCACY

10. Advocacy
Drives Growth
• Amplify brand reach and trust
• Spark peer-to-peer conversations
• Build a referral engine

11. Employee
Advocacy
Customer
Advocacy

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12
The Flywheel Effect

13. The Employee
Flywheel
Employees
Become
Champions
Attract Talent &
Business via
Employee Referrals
Focus on
Engagement
Hire Great
Talent

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14
Companies With Highly Engaged
Employees Outperform
Competition by 202%
S o u r c e : D a l e C a r n e g i e

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15
Your Organization Has
Thousands of Websites,
Not Just One

16. O N B O A R D I N G G O A L S E T T I N G C O M M U N I C AT I O N
D AY 1
Map Your Employee Lifecycle
D e t a i l s m a t t e r

17. T E A M B U I L D I N G T E C H N O L O G Y P R O G R E S S I O N
Map Your Employee Lifecycle
D e t a i l s m a t t e r
C O M P E N S AT I O N

18. Getting to Employee Advocacy
Prioritize
Communication
Employee
Advocacy
Foster
Engagement

19. Content shared by
employees receives 8X
more engagement than
content shared by
brand channels
Source: Nielsen
8x
Of consumers are more
likely to buy from a
company when they
hear about it from
someone they trust
Source: Nielson
77%
Employees
collectively have an
audience 10x larger
than brand channels
Source: Cisco
10x
Employee Advocacy: Impact

20. The Customer
Flywheel
Delight
Customers
Customer
Loyalty
Win New
Customers
New Customers
via Referrals

21. Menus &
Forms
Website
Messaging
Purchase
Experience
Post-Sale
Implementation
Social Media
Presence
Blog Content
& Assets
Email Drip
Marketing
Website
Design
What makes
up the
Customer
Experience?

22. I N T R O
Map Your Customer Journey
F r o m s t a r t t o f i n i s h
D I S C OV E RY S T R AT E G Y P R O P O S A LD E M O

23. I N T R O
Map Your Customer Journey
F r o m s t a r t t o f i n i s h
D I S C OV E RY S T R AT E G Y P R O P O S A LD E M O
Questions to Consider
• What content are you sharing before, after and during your customer interactions?
• How well do you know your ideal customer profile – challenges, goals, buying cycles, etc
• How do they buy? What is their process, and how can you be helpful to them?

24. Getting to Customer Advocacy
Mar ket
& Sell
Customer
Advocacy
Deliver &
Delight

25. Customer Referral Networks
D r i v e c h a n n e l g r o w t h

26. Employee
Relationship
Customer
Relationship
Growth
through
Advocacy
Focus on
Engagement
Delight
Customers
Customer
Loyalty
New Customers
via Referrals
Employees
Become
Champions
The Holy Grail 
Attract Talent &
Business via
Employee Referrals

27.  Nail the experience, advocacy comes naturally. It keeps you accountable.
 Be thoughtful – details matter.
 Self-awareness is key.
 Track results, iterate often.
 Build up your people. Invest in their personal brands.
Key Takeaways
S o u n d b y t e s t o r e m e m b e r

28.  Tom Tunguz – Redpoint Ventures
 SaaStr Podcast
 Harvard Business Review
 Altimeter Group Reports
 The Alliance by Reid Hoffman
 Be So Good They Can’t Ignore You by Cal Newport
Recommended Reading
R e s o u r c e s t o c h e c k o u t

29. Thank You.
Let’s Keep In Touch!
 Tweet @evanlewis_
 Add me on LinkedIn
 Email evan@postbeyond.com