Jason Hupka discusses how Splunk used the advocacy platform Influitive to increase customer engagement and improve their marketing efforts. Some key points: - Influitive helped automate Splunk's manual referral and rewards processes. This increased customer engagement. - Splunk launched a "BucketList" program with Influitive that involved advocates completing challenges. This drove new signups and engagement. - Advocates referred prospects to IT service intelligence trials through Influitive, helping improve Splunk's lead scoring. - Jason emphasizes using data from programs to automate processes, gain marketing insights, and ensure efforts are effective. Integrating data systems can help measure success and ROI of advocacy initiatives.

1. Jason Hupka
Epic Splunk Advocacy Xpert
HOW BIG DATA + BIG ADVOCACY CAN
STEER MARKETING DECISIONS

2. About Jason
Splunk History
BucketList Launch
Low-Hanging Synergy
Challenge Best Practices
Influitive @ Splunk
The Story of Buttercup
Refer* Automation
Real People
Evergreen Gamification
Big Data Marketing
Artisan Influencers
Optimized Marketing Hacks
Viral Influitive Experiences
Data Integration
Fluid Marketing Operations
Customer Engagement
Mail Merge Philosophy
Organic Demand Gen
MQL & SQL Convergence
AdvocateHub SSO Insights
Conference Tips
Culture Sharing
Demand Funnel Buzz
Topic Agenda

3. Topic Agenda
BucketList Launch
Influitive @ Splunk
Real People
Data Integration
Customer Engagement
Conference Tips
Culture Sharing

4. Influitive @ Splunk
Or, how to use Influitive’s commercial to sell Influitive.

5. Michael

6. 17,658
< 300
< 75

7. Rewards?

8. Influitive @ Splunk in a Nutshell
• References & Referrals Were a Manual Process
• Increase Customer Engagement
• Expand Reward Capabilities

9. BucketList Launch
A HUGE thank you & shout out to Danielle Camara of Bloom & Vine. Danielle
was the Yoda to my Luke Skywalker

10. 7/27 – On-Site 9/5 – 37 Founders 9/13 – Pre-.conf Invite 9/25 - .conf2017 Launch Week

12. Conference PRO-TIP
• Challenges to “Bring a friend to the
booth”
• 15% of our sign-ups were from our
advocates signing people up
• Lilli was one of a handful that went
above and beyond!

13. • 631 advocates
• 427 from launch ending
10/2/2017
• 29% engagement
• ~450 challenge
completions/week
• 5-7 new challenges/week

14. Customer Fun
[this subtitle intentionally left blank. Well, not really blank but just with some
nonsense that you’re probably trying too hard to read right now. Pay attention
to Jason, not this text. Why are you not listening and still reading?]

15. 92 Voted
Let the customers play, too!

16. 51 Chose
https://youtu.be/8inIom1wA2I

17. Customer Marketing
Marketing to the Customer

18. Are we off our rocker?
Headline? Copy? Image?

19. Soft Ask and Results
• Within 60 minutes, four completions
and two reference volunteers!
• 49 completions
• 9% engagement
• This was during Mon/Tues of
Thanksgiving Week!
• 13 Advocates volunteered

20. The Big Referral
My sub-title is funny, clever or just insightful…
…or none of the above

21. Splunk IT Service Intelligence
• 7-days long
• Personal instance for
the trial
• Emails on specific
days
• Participation drives
Lead Scoring

22. Advocate Refers Prospect to ITSI Trial

23. Data Integrations to Encourage Advocates

24. The FUTURE!
In the year 2000!

25. Integrate Marketing Systems

26. Data will help us…
• Measure our Success & ROI
• Automate Challenge creation/completion
• Contribute to Marketing Ops Lead Scoring
• Measure pulse of accounts for upcoming ABM programs
• Ensure we are moving in the right direction

27. 3 Key Take Aways
• Influitive isn’t just for advocacy;
utilize it for customer
engagement
• Your advocates are real
people; Have fun and build
relationships!
• Use data for Automation and
Marketing Insights

28. Who has
questions?

29. You’d be nuts
to miss this
AMP Talk!