This document discusses how companies can use customer advocates to market their products. It argues that advocates are the new marketing department as they can drive value across a business through social proof from reviews, referrals, and case studies. This increases trust and sales conversion while also helping retain customers. The document outlines different factors that motivate advocates, including feeling part of an exclusive tribe, having a meaningful impact, and gaining social capital. It provides examples of how game mechanics and rewards can fuel advocacy and shares results from A/B testing that engaged advocates drove higher conversion rates. The key recommendation is for companies to make advocates their messengers by empowering and incentivizing them.
What Every CMO Needs To Know About Delivering A Better Customer ExperienceInfluitive
As marketers put more investment in digital tools and in delivering a better customer experience, the importance of gaining a deeper understanding of the customer will only grow. In this webinar, Nick Stein, SVP of Marketing at Vision Critical, will explain how successful marketers are prioritizing customer intelligence—and what this means
for your brand.
Brand Building In The Age Of The Customer ExperienceInfluitive
Whether you like it or not, a new version of your brand is emerging on the social web – one you may not even be aware exists. Forward-thinking marketing leaders are discovering that the key to generating positive buzz around their brand is to deliver a delightful customer experience that turns customers into advocates.
Webinar Slide Deck: Where Does Social Selling Fit In Your Sales Process?InsideSales.com
Featuring Jamie Shanks, CEO of Sales for Life, and Gabe Larsen, Director of Sales Acceleration Services at InsideSales.com
Social selling brings value to every stage of the buyer’s journey, but many companies struggle to see how these tactics are applied throughout the process. From lead generation to prospect nurturing and closing deals, this session will provide tactics that can be applied at every stage of the sales process.
In this webinar you will learn how:
-Modern sales methodologies fit within the current buyer’s journey
-To educate your buyers before your competitors
-Sales professionals and companies spark productive conversations with buyers
Register for the webinar here: http://www.insidesales.com/webinar/view?t=where-does-social-selling-fit-in&a=vec063
The Social Iceberg: Why Social Care Needs Serious AttentionSpredfast
Though your marketing team likely spends more dollars on its 1:many budget—those tweets and posts the entire world sees—there’s an-ever increasing amount of communication happening on social on a one-to-one basis. In fact, the expectations of an evolving audience is helping to push social over call centers. Join Spredfast’s Chris Kerns as he dives in with our panel to explain why 1:1 communication deserves more of your attention.
What Every CMO Needs To Know About Delivering A Better Customer ExperienceInfluitive
As marketers put more investment in digital tools and in delivering a better customer experience, the importance of gaining a deeper understanding of the customer will only grow. In this webinar, Nick Stein, SVP of Marketing at Vision Critical, will explain how successful marketers are prioritizing customer intelligence—and what this means
for your brand.
Brand Building In The Age Of The Customer ExperienceInfluitive
Whether you like it or not, a new version of your brand is emerging on the social web – one you may not even be aware exists. Forward-thinking marketing leaders are discovering that the key to generating positive buzz around their brand is to deliver a delightful customer experience that turns customers into advocates.
Webinar Slide Deck: Where Does Social Selling Fit In Your Sales Process?InsideSales.com
Featuring Jamie Shanks, CEO of Sales for Life, and Gabe Larsen, Director of Sales Acceleration Services at InsideSales.com
Social selling brings value to every stage of the buyer’s journey, but many companies struggle to see how these tactics are applied throughout the process. From lead generation to prospect nurturing and closing deals, this session will provide tactics that can be applied at every stage of the sales process.
In this webinar you will learn how:
-Modern sales methodologies fit within the current buyer’s journey
-To educate your buyers before your competitors
-Sales professionals and companies spark productive conversations with buyers
Register for the webinar here: http://www.insidesales.com/webinar/view?t=where-does-social-selling-fit-in&a=vec063
The Social Iceberg: Why Social Care Needs Serious AttentionSpredfast
Though your marketing team likely spends more dollars on its 1:many budget—those tweets and posts the entire world sees—there’s an-ever increasing amount of communication happening on social on a one-to-one basis. In fact, the expectations of an evolving audience is helping to push social over call centers. Join Spredfast’s Chris Kerns as he dives in with our panel to explain why 1:1 communication deserves more of your attention.
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOSPROUT Content
SPROUT Content Co-founder Debbie Williams discusses buyer personas and how they need to focus on the people who are researching your products and services, not the c-suite.
The Long Game, Building a Global Social Selling Programme - SAP - A customer ...LinkedIn Sales Solutions
Featuring Malin Liden, VP, Global Sales Enablement, SAP. Hear from your peers in Sales and Marketing leadership roles as they share real world social selling best practices learned at their own companies.
KickApps Business Results with Social Media Seminar - ROI, Trends, Social Med...Mike Merrill
This is a presentation I delivered at the KickApps Business Results Seminar in Dallas on 2/25/2010.
Review of Social Media ROI, 4 Trends to Watch and information about the Social Media Club of Dallas
The Digital Champion: How to Prove Social ROIBrandwatch
As digital leaders continue to evolve the way we measure impact, how do we attribute our day-to-day actions into meaningful ROI for the business? This session will explore methods for providing and measuring value that goes deeper than traditional vanity metrics. We will discuss not only why but how data can unlock insight, drive deeper relationships with customers and effect your bottom line.
SPROUT Content recently hosted the first meetup for #GulfCoast HUG. HUGs are HubSpot User Groups, located across the world, for HubSpot users and Agency Partners and anyone interested in learning more about inbound marketing methodologies and tactics. Here's the presentation from the meeting: THE MARKETING MINDSHIFT – How To Grow your Business and Generate Leads through Content and Inbound Marketing.
Stop giving your sales people too many leads. Mick Griffin
All sales people want more leads. But they do not have the same expandable funnel, that you can have as a business overall. They have limitations on time, energy levels, and quality time per lead. But that doesn't mean you can hire every time you increase number of leads. You need to know which leads are quality and use Marketing Automation to help nurture them so that your sales team are talking to the best leads. See how Brand24 manages this process.
As presented at the APOMA Tucson Technical Workshop November 2014. The 5 biggest challenges faced by engineers responsible for technical sales, and the skills needed to succeed.
Ignite the Pipeline with Personalized Integrated Campaigns Lauren Goldstein
Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOSPROUT Content
SPROUT Content Co-founder Debbie Williams discusses buyer personas and how they need to focus on the people who are researching your products and services, not the c-suite.
The Long Game, Building a Global Social Selling Programme - SAP - A customer ...LinkedIn Sales Solutions
Featuring Malin Liden, VP, Global Sales Enablement, SAP. Hear from your peers in Sales and Marketing leadership roles as they share real world social selling best practices learned at their own companies.
KickApps Business Results with Social Media Seminar - ROI, Trends, Social Med...Mike Merrill
This is a presentation I delivered at the KickApps Business Results Seminar in Dallas on 2/25/2010.
Review of Social Media ROI, 4 Trends to Watch and information about the Social Media Club of Dallas
The Digital Champion: How to Prove Social ROIBrandwatch
As digital leaders continue to evolve the way we measure impact, how do we attribute our day-to-day actions into meaningful ROI for the business? This session will explore methods for providing and measuring value that goes deeper than traditional vanity metrics. We will discuss not only why but how data can unlock insight, drive deeper relationships with customers and effect your bottom line.
SPROUT Content recently hosted the first meetup for #GulfCoast HUG. HUGs are HubSpot User Groups, located across the world, for HubSpot users and Agency Partners and anyone interested in learning more about inbound marketing methodologies and tactics. Here's the presentation from the meeting: THE MARKETING MINDSHIFT – How To Grow your Business and Generate Leads through Content and Inbound Marketing.
Stop giving your sales people too many leads. Mick Griffin
All sales people want more leads. But they do not have the same expandable funnel, that you can have as a business overall. They have limitations on time, energy levels, and quality time per lead. But that doesn't mean you can hire every time you increase number of leads. You need to know which leads are quality and use Marketing Automation to help nurture them so that your sales team are talking to the best leads. See how Brand24 manages this process.
As presented at the APOMA Tucson Technical Workshop November 2014. The 5 biggest challenges faced by engineers responsible for technical sales, and the skills needed to succeed.
Ignite the Pipeline with Personalized Integrated Campaigns Lauren Goldstein
Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.
Business Fuel for Product Marketers - customer advocatesMark Organ
For the Product Marketing Community Summit in SF, Dec 2017, the solution to many challenges in product marketing can be solved with an engaged customer (or developer) advocate community. Three major use cases are discussed: community driven product launches, community driven product messaging and community driven product insights. Also some material on how to get advocates super motivated and contributing more for product marketers.
Inbound 2015 Tips, Tricks and TakeawaysHUG Atlanta
On Oct. 14th 2015, Atlanta marketers came together to share takeaways from Inbound 2015, and learn how to step up their inbound marketing. These slides cover some of HubSpot's new product launches and takeaways from the conference.
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSEKevin Doyle
Find out what leading companies are doing to scale, monetise, and increase the ROI of their social media programs.
Speakers
Kevin Doyle , Marketing Cloud Executive, Salesforce
Eddie Cliff , Principal Solutions Engineer, Salesforce
According to the 2014 Edelman Trust Barometer study, employee credibility has skyrocketed over the past five years. That means an educated, social-savvy workforce can be one of the absolute top weapons in your sales arsenal. But in order to rely on your employees to connect with customers, you need to make sure they have the social engagement tools, credibility, and reputation they need to emerge as thought leaders who can outsell their peers. They need to be successfully connecting with potential customers on social media and engaging them through targeted content to generate more leads.
In this webinar, our panel of experts, including Jill Rowley and Kurt Shaver, will teach you how to motivate your employees and prepare them for social selling success. Specifically, we’ll discuss:
· Why your employees should care about being social
· Motivating employees with more than training, rewards, and recognition
· Resources to help your employees improve their social profiles, communications, and connections
Live Webinar- Financial Professionals and the Future of Social Media and Thou...LinkedIn
How are financial advisers using social media today to engage clients and prospects? Are advisers using thought leadership as a way to engage prospects while providing a means to educate consumers? How are consumers using social media and thought leadership to connect with advisers?
These and other issues are the focus of Financial Professionals and the Future of Social Media and Thought Leadership, a special webcast presentation by LinkedIn and the Financial Planning Association® (FPA®).
Recent research by LinkedIn and FPA revealed that 67% of high growth firms have added new clients directly as a result of social media activity. What lessons can you learn from the research and how can you get your social media action plan together today to realize that same success?
Join us for this informative webcast to hear:
- Highlights from the Financial Professionals and the Future of Social Media and Thought Leadership research
- A detailed action plan to help you approach social media the right way
- Secrets for building a dynamic social media and thought-leadership presence
[Webinar] Master the Art of Social Selling - APACHubSpot
Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel.
Targeting Users at All Stages of the Buyer Funnel - Pubcon Vegas 2018Michelle Morgan
Learn how to build more meaningful retargeting lists, leverage them to create lookalikes, the build a campaign structure that nurtures users from awareness to customer across all of your advertising channels.
How Successful Crowdsourcing Depends on asking 'Interesting Questions'Crowdsourcing Week
Writing Interesting Questions is as much art as as science. Here are some 100%Open has written recently. How can we double the fun of the LEGO play experience? How can I wash my home, myself, or my clothes with a single cup of water? (Unilever) How can we enable all Detroiters to travel more easily, safely and reliably? (Ford) How can we empower investors and their advisers to consider the CO2 impact of their investment decisions? (UBS) How can we help people do good by using their mobile phone in 3 minutes or less? (EE) Our Interesting Question methodology (https://www.100open.com/toolkit_2/interesting-question/) ensure that questions are accessible, contagious and as inspiring to the Challenge Holder organisation as they are to the Innovator target group.
Contestant Centered Design: creative approaches to designing competitionsCrowdsourcing Week
Creativity is critical to solving complex problems, developing new strategies, facilitating innovation, and driving organizational change. NIST’s Public Safety Communications Research Division’s open innovation efforts focuses on advancing wireless communications for America’s first responders by leveraging expertise and innovative solutions through crowdsourcing and collaboration. Success relies on creating competitions that achieve NIST’s organizational goals, incentivize world class science, remove barriers to entry, and maximize participation. Not an easy equation to balance. This session will discuss how design tradeoffs are considered for a variety of competition elements as concepts develop into a competition and as competitions are implemented. The goal of this interactive session is to provide a behind-the-scenes view of our process, engage audience ideas, and dive into a discussion about crowdsourcing and contestant-centered design.
Ethan will talk about the opportunity to reward crowdsourcing participants through crypto assets/tokens that allows the possibility of performing many micro transactions, saving costs for both the business and the users. In addition, the topic of transparency coming from the blockchain sector where business are now becoming more open to have the public help with tough R&D questions that in the past would have been kept internal. The blockchain industry is in fact growing communities as their branding strategy from the start, and rely on transparency for their community to trust them. All in all, we are seeing the tools in the making to ignite crowdsourcing’s future potential within decentralized business models. Lastly, we will dive into current use case studies from crowdholding.com, on creating a crowd rewarding mechanism for both crowd intelligence and crowd marketing.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
7. @INFLUITIVE@INFLUITIVE7
Advocates can drive value across your
business
Increase Trust with
Social Proof
Improved Sales
Conversion
• Reputation
• Reviews
• Social Amplification
• User Generated Content
• References
• Referrals
• Proof Points
• Case Studies
Retain Customers
Reduce Churn
• Product Survey / NPS
• Community & Events
• Voice of Customer VOC
• Customer Advisory
Boards
25. @INFLUITIVE
Devotion Hacking: Putting it all together
Experimentation
Iteration
New Channels
25
Exclusive Tribe
Advocate Motivation
Model
Meaningful Impact Social Capital
We’re coming up with new ways to optimize our funnels and convert users and that’s cool…
But it’s not all good for Marketers. In fact – we’re facing an exsitential threat. We’re being tuned out.
Our fantastic copy and ingenious SEO is building an inherent dirstrust from our buyers. They don’t want to be tricked into reading your ad. They read too much content as it is, so your listicle with a regression tested headline that compels them to click....well.... It’s turning them off
Another famous Canadian, Marshall McLuhan famously said that The medium is the message.
He is often credited with uncovering the idea that ‘the how’, or the way in which you connect with your audiences, is often as, if not more important than the ‘what’ the message you intend to deliver.
When McLuhan penned these words, he didn’t only mean to say that the channel that messages are delivered on supersede the message – but that there are unanticipated benefits (enhancements) as well as consequences (reverses) when using new channels for distributing content.
Today – the consequences of our actions is that the marketer has lost the trust of the buyer. Now there is a new vessel for social proof
The Advocate
In a world where social proof and authenticity are paramount – advocacy and understanding how to earn and develop loyalty is a strategic imperative.
At Influitive, we've studied and tested the path to devotion and believe the path to get there is by going strategic and tactical.
But first – what do we mean when we say advocate?
So what do we mean by advocacy. Do we just mean our customers?
Now, there is a distinction.
Customer: One who observes and uses but may contributee very little. They aren’t the most engaged and they have very little to say. Online connections—Facebook fans, Twitter followers, LinkedIn connections, a Like, +1, or any connections on social networks—matter only in a customer’s potential to interact with each other and your brand. Just because someone ‘follows’ your brand, just because they are technically there, doesn’t mean they’ll ever take any meaningful action.
What makes someone an advocate? What takes someone from customer to SuperFan?
Advocate is the term for your most influential, prolific, and knowledgeable customers. The ones who love your business and will rave about it, refer you, answer questions, take calls and jump at the chance to help you achieve goals as a business and community.
It’s amazing the thing’s they will do
Enhance marketing as evangelists and advocates, speaking on the company’s behalf.
Contribute to development as a 24/7 focus group centered on ideation, co-creation, and constructive feedback. Lower support costs as product experts answering questions and deflecting calls.
Help you scale. Ten superfans can help you manage ten thousand fans.
These are all non-financial investments – which is exactly how we describe advocates.
When we say ‘Devotion Hacking’ we mean how do you deliver a process, through experimentation, testing and iteration – that deeply encourages the non-financial activities that advocates can take on your behalf.
Reviews, Testimonials, References, Content, Test subjects…. The list goes on, and as marketers and growth hackers I don’t need to express how important that is.
What we have found is that building those relationships at scale is actually a science. There are all sorts of things that we can do to engage our customers and build those relationships through things like trust and social proof, and leveraging that relationship in the sales process, as well as in the customer retention department. And some of the metrics that customers are looking to drive in their business, they want more referrals and more leads and increased conversion rates, reduced churn, higher NPS score. And all of these things come from deepening those relationships with customers. But often times when customers think about advocacy, they don’t necessarily zero in on this idea of the relationship being really important.
These are all the various value added acts of advocacy that customers want but the magnitude of those asks can escalate as advocates engage. For example. a customer might be happy to tweet about you early in their relationship but as we deepen our relationship they may do more. It’s important to see advocacy as an ongoing behavior and not a point in time ask.
- They nurture great relationships and evolve their customers into active advocates who deliver results.
They're doing so to unlock value at every stage of the customer experience with tangible, measurable results. You can start right now by tapping into the latent advocacy potential of your existing customers.
Think of all the ways advocates can contribute. Now you’re probably doing many of these things today – but for 99% of the companies we engage with, they’re being done in a haphazard, ad hoc manner. For example:
- Advocates can refer business to you – and those leads convert at 5X the rate of all other leads
- They can endorse your products in media and analyst briefings, review your products, say great things on reference calls.
- They can help you educate the market by sourcing and promoting authentic content (like case studies and success stories)
They will engage with your business in a way you haven’t seen before – in communities, at events, in surveys, on customer advisory boards.
They can do all of these things and more – if you offer them the right experience. And our customers are the ones who are putting this into practice with their Inflictive powered programs.
social proof-
⬆ Consumption & sharing
⬆ Owned media
⬆ Traffic & conversion
Sales conversion-
⬇ Customer acquisition costs
⬆ Win rates
⬆ Sales velocity
Reduce Churn-
⬇ Churn
⬆ CLV
⬆ NPS/ CSAT
⬆ Up/XSell
Developing Advocacy and Devotion come from pairing a micro strategy with macro activities
The same way that understanding our planet comes from looking deep under the microscope, but also deep into the cosmos - Truly understanding advocacy comes from both a micro and macro approach.
That’s right – you have to think big and small to build the case for advocacy
Developing Advocacy and Devotion come from pairing a micro strategy with macro activities
The same way that understanding our planet comes from looking deep under the microscope, but also deep into the cosmos - Truly understanding advocacy comes from both a micro and macro approach.
That’s right – you have to think big and small to build the case for advocacy
Belonging….It’s the reason people paint themselves at sporting events, .
Or carve logos into their hair
Or Tattoo their Arm.
You ever seen someone with a Suzuki MotorCycle Tatoo? No, because it’s just a form of transportation.
Whereas Harley Davidson has created a movement of messengers
Super fans want to know that their loyalty has consequential implications. They want to know that they matter and see the results of their actions. They really want to move the needle. They want to feel that their contributions are are making an impact that they can measure. And it’s contagious, like a positive feedback loop.
Once they see they can move the needle, the want to do more. It’s like a drug.
They like social capital.
When people become rock stars inside a community it feels great. But what really powers super advocate activity is when the experience benefits them outside of the community. If it improves in their careers, their lives in general.
When you have these three things are cooking together – belonging, meaningful contributions and social capital – truly awesome things can happen.
Tesla is a great example of a company that is putting all the pieces of the advocacy framework to work.
They understand the concept of exclusivity with the creations of clubs and tight knit communities.
They help show the impact their advocates make in the number of gas guzzlers they help take off the road.
Offline Tesla partners with financial institutions who invite their preferred customers to exclusive Tesla weekends. In California, they have Tesla Car Clubs and Tesla Road Rallies. And the conversion rate is amazing. They convert at 70%. Typical car sales convert at 12% -- and that’s after a customer has taken it out for a spin.
Tesla goes even further. It builds its advocate program right into its cars. You turn the key, and an app launches on the dashboard that accesses your address book and encourages you to refer someone. If your referral takes the plunge, they get a $1000 discount and so do you. If you get ten people to buy, you get the right to purchase a special model car that no one else has. Now that’s an exclusive club. It’s also a great little bit of social capital.
White Hat growth hacking – it’s about testing, experimenting and iterating within your existing customer or user base to find exponential growth engines.
So while points, badges and levels are great to get one-off activity, your advocate pool is a great group with which to use as a testing ground.
We’re constantly running tests and experiments to see what our customers will respond to and what makes them tick
At a micro level Game mechanics are an amazing way to build the early building blocks of devotion.
It shouldn’t feel like work for your customers and advocates to get to know you better and make an impact.
It should feel natural, fun and engaging. When your bank or telecom provider sends you a form to fill out, are you thinking about the ways they may have solved a pain for you in the last year? No..you’re thinking,” this is a form, is this mandatory, if not…Delete..”
The same goes for your product, the way you take an advocate through an experience is as important as the ask itself.
That’s why when we help customers build the community that will spark their movement of advocates, it feels like something recognizable.
Challenges feel like Pinterest or other consumer based hub applications. The community feels and sounds like Quora or a familiar discussion follow.
Points and badges feel like their favourite challenge based game.
See how the way the experience is crafted helps fuel advocacy – not just the ask itself?
One of our micro experiments was assigning customer advocate images to our social shares and ads.
By putting real faces and voices in our ads, our click-through-rates doubled and we generated 66 sales-ready leads in 3 months. While the results are amazing, the stat that we are most proud of is the conversion rate. Typically, leads from our paid advertising effort convert into sales qualified opportunities (SQO) at a rate of approximately 2%. With this campaign, it grew to a whopping 14%! So far, these campaigns have created $153,000 in pipeline, with Twitter being the most successful distribution channel.
The beautiful thing about engaging an advocate community – is once you stumble on a great hack, the time and effort you have put into deepening your advocate relationships creates a ready stream of advocates who are willing to jump in and get involved.
So once we recognized the change in SQO conversion rate – we’ve started adopting this practice across the board. Our advocates are now featured in just about every major marketing initiative we adopt – from our blogs, to ads to our investor materials.
Black Hat Growth Hacking is about finding and leveraging underserved groups of users.
It’s about going beyond the know user-base and finding creative ways to extend reach and conduct experiments
A great example is Dell Kace,
Not the group you’d think of when talking about growth hacking. But a few years ago they conducted a really interesting experiment by asking their advocates about the most influential places on the internet. They didn’t say Facebook or Twitter or Foursquare(RIP), they said Reddit.
It took DK by surprise so they started with some experimentation within Reddit and sub-reddit groups.
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This saves time, effort and creates optimal results. It even helps create a deeper pool of advocates with which to test and iterate. Consider the case of Ready talk
Taking the time to build a pool of happy customer advocates can save you a lot of time in the long run.
Consider the days (or weeks) you spend chasing customers for case studies, references, testimonials, or PR requests. First, you have to bug your sales or account reps for customers with an industry-specific story. Once you’ve found a customer who’s willing to talk, you exchange multiple emails to set up an interview—only to find out their story isn’t the right fit and go back to square one. Does this painful (and inefficient) process sound familiar?
An advocate marketing platform can automate this process by sending out an ask (or “challenge”) to all the customers within your community. Your advocates can then volunteer to participate. In a matter of 24 to 48 hours, you could have five or six responses from advocates your team never even thought about approaching—allowing you to quickly select the best story.
Bo Bandy, at privately funded SME ReadyTalk had a hard time standing out from large competitors like Citrix and Cisco in the web conferencing market. To drive lead generation and social proof for their product, they launched an advocate community called the ReadyTalk Summit Club.
Through this program, ReadyTalk gave their happiest customers fun, educational and engaging challenges. Advocates were also asked for favors like acting as a reference or volunteering to be in a case study, receiving points as a reward after completion.
This time investment in customer advocacy paid off in the first four months. They recruited 470 advocates who submitted 190 referrals—33% of which closed within the first 60 days. In 2015, the program generated 760 net new leads, which resulted in three closed-won deals and an extra $60,000 in pipeline. “
In a world of abundance – Trust and Attention are scarce resources.
As marketers – the best thing we can do to earn these two items back is to change the messenger.
Find the right ones for your brand, and make them your messengers