This document discusses how companies can use customer advocates to drive word-of-mouth marketing and more efficiently generate demand. It notes that advocates create highly relevant and trusted content that influences up to 75% of B2B purchase decisions. Well-executed advocate programs that provide tasks, recognition and rewards for advocates can result in advocates generating over $135,000 in user-generated content value per new advocate through activities like product reviews, videos and references. The document advocates integrating advocates throughout the entire customer lifecycle from discovery through purchase and retention.
Webinar: Transform Customers Into Your Most Powerful Marketing AssetInfluitive
Based on the new comprehensive advocate marketing strategy guide for senior marketers, The Advocate Marketing Playbook, B2B sales and marketing expert and TOPO partner Craig Rosenberg, and Influitive’s VP of Marketing Jim Williams outline an easy-to-follow, step-by-step process for building a world-class advocate marketing program from scratch.
This document discusses social marketing strategies and trends in user-generated content. It notes that by 2014, 53% of retail sales will be influenced by the internet as consumers research products online. Currently, users spend more time on Facebook than any other site, including Google. Customer reviews significantly influence holiday shopping decisions, with 83% of shoppers influenced by reviews. User-generated content in the form of reviews and question-and-answer drives higher conversion rates, orders per session, page views, and click-through rates for marketing emails featuring UGC. Social media, mobile applications, and social merchandising are areas for businesses to focus on to engage customers and drive sales.
Online reputation management means and why we need itSocialXpand
Socialxpand is a digital marketing company and this company also provides social media marketing services to improve positive reviews and net contracts and push down the complaints too.
This document provides 25 facts about ambassador marketing, referral programs, and the influence of consumers. Some key points:
1) Ratings, reviews, and recommendations from friends greatly influence purchase decisions, with word-of-mouth being the primary factor for 50% of purchases.
2) Content and offers shared by trusted ambassadors convert at higher rates than brand messages alone. Referred customers are more loyal and valuable.
3) Employees have more social connections than brands and are able to amplify brand messages more effectively through their own networks, reaching a wider audience.
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...SKIM
Download this presentation on our website https://goo.gl/bNrPri
In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.
Webinar: Transform Customers Into Your Most Powerful Marketing AssetInfluitive
Based on the new comprehensive advocate marketing strategy guide for senior marketers, The Advocate Marketing Playbook, B2B sales and marketing expert and TOPO partner Craig Rosenberg, and Influitive’s VP of Marketing Jim Williams outline an easy-to-follow, step-by-step process for building a world-class advocate marketing program from scratch.
This document discusses social marketing strategies and trends in user-generated content. It notes that by 2014, 53% of retail sales will be influenced by the internet as consumers research products online. Currently, users spend more time on Facebook than any other site, including Google. Customer reviews significantly influence holiday shopping decisions, with 83% of shoppers influenced by reviews. User-generated content in the form of reviews and question-and-answer drives higher conversion rates, orders per session, page views, and click-through rates for marketing emails featuring UGC. Social media, mobile applications, and social merchandising are areas for businesses to focus on to engage customers and drive sales.
Online reputation management means and why we need itSocialXpand
Socialxpand is a digital marketing company and this company also provides social media marketing services to improve positive reviews and net contracts and push down the complaints too.
This document provides 25 facts about ambassador marketing, referral programs, and the influence of consumers. Some key points:
1) Ratings, reviews, and recommendations from friends greatly influence purchase decisions, with word-of-mouth being the primary factor for 50% of purchases.
2) Content and offers shared by trusted ambassadors convert at higher rates than brand messages alone. Referred customers are more loyal and valuable.
3) Employees have more social connections than brands and are able to amplify brand messages more effectively through their own networks, reaching a wider audience.
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...SKIM
Download this presentation on our website https://goo.gl/bNrPri
In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Atlanta 8/30/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
While optimizing your overall strategy to remain on digital marketing trend is smart, the unwavering fact remains - acquiring and maintaining customers is based on trust. A simple concept that is by no means easy to achieve.
Please join us for our upcoming webinar with Wpromote, to explore how your brand can gain, maintain and retain trust throughout the customer lifecycle. Attendees at this session will learn:
-The connection among trust, brand advocacy and loyalty
-Examples of customer success stories
-Actionable insights and best practice
The document discusses the importance of modern customer experience and engagement. It notes that 86% of consumers will pay more for a better experience, while only 1% feel their expectations are consistently met. It also highlights that excellent customer experience must be provided throughout a customer's entire journey with a brand. The Oracle Modern Customer Experience solution can provide benefits like higher open and click-through rates, reduced costs, and increased sales.
Webinar-1: Why Advocacy Marketing is important in today’s digital world?SOCXO
Advocacy Marketing Webinar Series: Why Advocacy Marketing is important in today’s digital world? Visit www.socxo.com
Advocacy marketing has become a popular buzzword in today’s digital world. It harnesses the power of your employees, customers and partners to transform them into trusted brand advocates.
In this webinar, you will learn:
1. What is advocacy marketing?
2. Key stats that prove advocacy marketing is crucial
3. Driving force behind advocacy marketing
4. Different components of advocacy marketing
5. Q&A session
The 8 Types of Social Media Goals and How to Measure ThemRaven Tools
The document discusses 8 common types of social media goals and how to measure them. It outlines goals related to brand awareness like brand recognition, share of voice, and reach. It also covers customer-oriented goals like customer support, brand sentiment, and product development. For each goal, it provides examples of how to measure performance, such as comparing brand mentions to competitors for share of voice or tracking the number of new product ideas generated. The key message is that the key to social media measurement is asking the right questions about specific goals and activities.
Four Critical Concepts You Must Embrace for App Success in 2015Mobtimizers
The App sphere is maturing and apps have become a key point touch-point for many companies.
To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement.
4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015.
Mobile Strategy
App Visibilty
App Engagement
App Insights
Stronger together: The new reality of consumers, brands & retailers united |...Bazaarvoice
See how a top retailer opened up communication with brands and customers - and created a shopping experience to compete with online giants like Amazon.
Knowing that shoppers are increasingly engaging with more than one channel in their decision journey, it’s thus important to understand each step and activity along the way.
During the Quirk's Event in Brooklyn on March 22, we and Mars Petcare explained how to map customer journeys to optimize touch points and influence the interaction of channel behavior.
Find out more https://goo.gl/6EvRTg
Boobook presentation Oct27_2016 event - data driven innovationNicole Huyghe
This document discusses using data-driven innovation to optimize customer journeys. It outlines the typical customer journey stages from awareness to advocacy. The goal is to use predictive analytics to understand customer behavior and needs to better engage customers at each stage. This allows organizations to prescribe actions across different channels to improve retention, loyalty, and advocacy by gaining insights from past customer data and predicting future actions. The document concludes by noting that while only 1-5% of organizations currently adopt advanced analytics, adoption is growing to 15-25% as more see the business benefits of these strategies.
Changing consumer behaviour is always a challenge for brands. These stats look at how you can use sampling and word of mouth to change perceptions amongst your key audience.
The document discusses service thinking, influencer marketing, and influencer metrics. It introduces service thinking as designing services to improve customer experiences and goals. Influencer marketing is defined as influential people promoting products/services on social media to get others to like, trust, and buy. The key topics section outlines an influencer metrics model and dashboard to track metrics like increased revenue, customer retention, and engagement.
How new mobile research can help you uncover true consumer preferences in eme...SKIM
Watch the on-demand webinar here https://hubs.ly/H08Stw_0
In this free 30-minute webinar, we shared with you how our newest research method leverages mobile technology to create intuitive exercises and reduce natural urges to comply with social norms.
Change in Customer Behavior Based on the Customer ExperienceKinesis CEM, LLC
Every time a company and a customer interact, the customer learns something about the company, and adjusts their behavior based on what they learn.
To explore this proposition, Kinesis conducted a survey of 500 consumers asking them to recall an experience with any provider that they found to be particularly positive or negative, and determined how these customer experiences influenced customer behavior.
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14Ledger Bennett DGA
The document summarizes the results of a survey on demand generation activities in B2B marketing. Some key findings include:
- Only 4% of respondents were happy with the performance of their demand generation activities.
- The biggest challenges for demand generation were lack of budget and time.
- Over half of companies plan to implement or change their marketing automation platform in the next 12 months.
- There is generally a lack of alignment between sales and marketing on definitions of leads and success metrics.
Most customers found the SaberGlass Factory through direct search (44.4%) or the company's website (28% from social media, 23% from search engines, and 22% from email marketing). When customers visited the website, about half contacted the factory directly, 30% requested directions, and 20% browsed the website.
A view of the customer experience through the consumer journeySKIM
Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.
Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.
We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.
Consumer Controlled Environments Have the Highest Engagement LevelsFM Signal
This document discusses how consumers are increasingly taking control of their purchasing decisions and interactions with companies. It notes that 58% of purchases now originate from search and display ad click-through rates have dropped 50% year-over-year. Consumers prefer to control the methods of contact and give their own permission for data collection and usage. The document suggests that companies should give up some control to increase user engagement through more social and user-driven discovery, promotions, and conversations about products and services.
Attribution and Affiliate Marketing: Where are We Now?Affiliate Summit
This document summarizes a panel discussion on attribution and affiliate marketing. The panelists discussed the evolution of attribution models and how attribution has affected how affiliates are valued. Various attribution model types were presented including position-based, linear, time decay, and algorithmic models. Panelists also answered questions about why attribution should be incorporated, the most effective models for affiliates, case studies, how attribution may affect affiliates, common mistakes, and changes they have observed in recent years regarding attribution and affiliate marketing.
1) El cohete se mueve en el plano XY con aceleraciones ax=3t2 y ay=8-2t. Se calculan sus vectores velocidad y posición en función del tiempo. La altura máxima alcanzada es 144.2 m.
2) Se calcula el trabajo realizado por una fuerza F= (4x-6x2)i sobre una partícula desde x=5m hasta x=2m, siendo este de 192J. Con esto se encuentra que la velocidad final es de 21.2 m/s.
3) Se calcula la longitud sin deform
This document discusses disruptive trends in fundraising technology, providing tips for startups to raise money through various means. It notes that conviction, a beautiful story, and always pitching are important for raising funds. AngelList is highlighted as a disruptive fundraising machine that has blurred stage, geography, and type of investors. The stages of fundraising are outlined, from friends and family rounds of $25k-$500k to potential Series A/B rounds of $4-10M. Networking and putting all the elements together is key to raising money as a startup in 2013.
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Atlanta 8/30/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
While optimizing your overall strategy to remain on digital marketing trend is smart, the unwavering fact remains - acquiring and maintaining customers is based on trust. A simple concept that is by no means easy to achieve.
Please join us for our upcoming webinar with Wpromote, to explore how your brand can gain, maintain and retain trust throughout the customer lifecycle. Attendees at this session will learn:
-The connection among trust, brand advocacy and loyalty
-Examples of customer success stories
-Actionable insights and best practice
The document discusses the importance of modern customer experience and engagement. It notes that 86% of consumers will pay more for a better experience, while only 1% feel their expectations are consistently met. It also highlights that excellent customer experience must be provided throughout a customer's entire journey with a brand. The Oracle Modern Customer Experience solution can provide benefits like higher open and click-through rates, reduced costs, and increased sales.
Webinar-1: Why Advocacy Marketing is important in today’s digital world?SOCXO
Advocacy Marketing Webinar Series: Why Advocacy Marketing is important in today’s digital world? Visit www.socxo.com
Advocacy marketing has become a popular buzzword in today’s digital world. It harnesses the power of your employees, customers and partners to transform them into trusted brand advocates.
In this webinar, you will learn:
1. What is advocacy marketing?
2. Key stats that prove advocacy marketing is crucial
3. Driving force behind advocacy marketing
4. Different components of advocacy marketing
5. Q&A session
The 8 Types of Social Media Goals and How to Measure ThemRaven Tools
The document discusses 8 common types of social media goals and how to measure them. It outlines goals related to brand awareness like brand recognition, share of voice, and reach. It also covers customer-oriented goals like customer support, brand sentiment, and product development. For each goal, it provides examples of how to measure performance, such as comparing brand mentions to competitors for share of voice or tracking the number of new product ideas generated. The key message is that the key to social media measurement is asking the right questions about specific goals and activities.
Four Critical Concepts You Must Embrace for App Success in 2015Mobtimizers
The App sphere is maturing and apps have become a key point touch-point for many companies.
To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement.
4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015.
Mobile Strategy
App Visibilty
App Engagement
App Insights
Stronger together: The new reality of consumers, brands & retailers united |...Bazaarvoice
See how a top retailer opened up communication with brands and customers - and created a shopping experience to compete with online giants like Amazon.
Knowing that shoppers are increasingly engaging with more than one channel in their decision journey, it’s thus important to understand each step and activity along the way.
During the Quirk's Event in Brooklyn on March 22, we and Mars Petcare explained how to map customer journeys to optimize touch points and influence the interaction of channel behavior.
Find out more https://goo.gl/6EvRTg
Boobook presentation Oct27_2016 event - data driven innovationNicole Huyghe
This document discusses using data-driven innovation to optimize customer journeys. It outlines the typical customer journey stages from awareness to advocacy. The goal is to use predictive analytics to understand customer behavior and needs to better engage customers at each stage. This allows organizations to prescribe actions across different channels to improve retention, loyalty, and advocacy by gaining insights from past customer data and predicting future actions. The document concludes by noting that while only 1-5% of organizations currently adopt advanced analytics, adoption is growing to 15-25% as more see the business benefits of these strategies.
Changing consumer behaviour is always a challenge for brands. These stats look at how you can use sampling and word of mouth to change perceptions amongst your key audience.
The document discusses service thinking, influencer marketing, and influencer metrics. It introduces service thinking as designing services to improve customer experiences and goals. Influencer marketing is defined as influential people promoting products/services on social media to get others to like, trust, and buy. The key topics section outlines an influencer metrics model and dashboard to track metrics like increased revenue, customer retention, and engagement.
How new mobile research can help you uncover true consumer preferences in eme...SKIM
Watch the on-demand webinar here https://hubs.ly/H08Stw_0
In this free 30-minute webinar, we shared with you how our newest research method leverages mobile technology to create intuitive exercises and reduce natural urges to comply with social norms.
Change in Customer Behavior Based on the Customer ExperienceKinesis CEM, LLC
Every time a company and a customer interact, the customer learns something about the company, and adjusts their behavior based on what they learn.
To explore this proposition, Kinesis conducted a survey of 500 consumers asking them to recall an experience with any provider that they found to be particularly positive or negative, and determined how these customer experiences influenced customer behavior.
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14Ledger Bennett DGA
The document summarizes the results of a survey on demand generation activities in B2B marketing. Some key findings include:
- Only 4% of respondents were happy with the performance of their demand generation activities.
- The biggest challenges for demand generation were lack of budget and time.
- Over half of companies plan to implement or change their marketing automation platform in the next 12 months.
- There is generally a lack of alignment between sales and marketing on definitions of leads and success metrics.
Most customers found the SaberGlass Factory through direct search (44.4%) or the company's website (28% from social media, 23% from search engines, and 22% from email marketing). When customers visited the website, about half contacted the factory directly, 30% requested directions, and 20% browsed the website.
A view of the customer experience through the consumer journeySKIM
Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.
Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.
We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.
Consumer Controlled Environments Have the Highest Engagement LevelsFM Signal
This document discusses how consumers are increasingly taking control of their purchasing decisions and interactions with companies. It notes that 58% of purchases now originate from search and display ad click-through rates have dropped 50% year-over-year. Consumers prefer to control the methods of contact and give their own permission for data collection and usage. The document suggests that companies should give up some control to increase user engagement through more social and user-driven discovery, promotions, and conversations about products and services.
Attribution and Affiliate Marketing: Where are We Now?Affiliate Summit
This document summarizes a panel discussion on attribution and affiliate marketing. The panelists discussed the evolution of attribution models and how attribution has affected how affiliates are valued. Various attribution model types were presented including position-based, linear, time decay, and algorithmic models. Panelists also answered questions about why attribution should be incorporated, the most effective models for affiliates, case studies, how attribution may affect affiliates, common mistakes, and changes they have observed in recent years regarding attribution and affiliate marketing.
1) El cohete se mueve en el plano XY con aceleraciones ax=3t2 y ay=8-2t. Se calculan sus vectores velocidad y posición en función del tiempo. La altura máxima alcanzada es 144.2 m.
2) Se calcula el trabajo realizado por una fuerza F= (4x-6x2)i sobre una partícula desde x=5m hasta x=2m, siendo este de 192J. Con esto se encuentra que la velocidad final es de 21.2 m/s.
3) Se calcula la longitud sin deform
This document discusses disruptive trends in fundraising technology, providing tips for startups to raise money through various means. It notes that conviction, a beautiful story, and always pitching are important for raising funds. AngelList is highlighted as a disruptive fundraising machine that has blurred stage, geography, and type of investors. The stages of fundraising are outlined, from friends and family rounds of $25k-$500k to potential Series A/B rounds of $4-10M. Networking and putting all the elements together is key to raising money as a startup in 2013.
Jeff, a product marketing manager at Act-On, wanted to generate more customer referrals through their existing customers. He implemented an advocate marketing program using Influitive's platform. Advocates earned points, badges and rewards for completing challenges like surveys. Jeff also set up referral challenges where advocates could easily refer friends. This resulted in 209 high quality sales leads, $180,000 in pipeline, and $80,000 in closed business. Jeff's program showed a referral close rate over 500% higher than the industry standard, demonstrating the success of tapping into existing customers.
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014Mark Organ
Why just a build a company when you can create a whole new category instead? That’s the question that Influitive founder and CEO Mark Organ explored in his packed Achievers Tech Talk discussion on Feb 18, 2014.
Here’s one really good reason: category creators tend to grow revenue 4x faster and grow market cap 6x faster than those companies that enter a category later on.
Based on Mark’s experience building marketing automation category creator Eloqua, what he’s learned so far as Influitive (http://influitive.com) carves out a brand new category – advocate marketing – a little over a decade later, and his observations on why other powerful category creators, including Salesforce.com, Tesla and Keurig, have been so successful, his presentation proposes a whole new framework for category creation.
*Enhanced with new content and optimized for SlideShare*
Original recorded presentation at Dreamforce 2013: http://youtu.be/Pw_mTsKB1R4?t=1s
Este documento presenta un examen de cálculo diferencial que cubre 4 temas. Cada tema incluye 2 preguntas valoradas entre 12-13 puntos cada una sobre conceptos como límites, continuidad, derivadas e inversas de funciones. El examen evalúa las habilidades del estudiante en estas áreas fundamentales del cálculo diferencial.
This document provides an overview of Influitive, a company that helps businesses recruit, mobilize, and recognize advocates to drive sales. It discusses how integrating advocate marketing can lower customer acquisition costs and increase lifetime customer value by generating more referrals and increasing retention. Specific metrics are presented showing how Influitive's platform has improved advocacy programs and business outcomes for their customers.
The Yelpification Effect: How to get Your Advocates Talking About You!Mark Organ
ReadyTalk discusses how they are blowing away much larger and well-funded competitors by harnessing the power of their advocates. Driving not just a ton of 5-star online reviews, but also referral leads, peer references, social media buzz, beta program participation and more.
The document discusses how body image is greatly influenced by unrealistic portrayals in the media. It defines body image as a person's feelings about their own physical appearance and attractiveness. Media outlets like magazines, television, movies, and social media often feature thin models and actresses who do not reflect the body types of most women. Exposure to these unrealistic images can negatively impact young women and shape their perceptions of beauty and what a "normal" body should look like.
The document discusses how body image is greatly influenced by unrealistic portrayals in the media. It defines body image as a person's feelings about their own physical appearance and attractiveness. Media outlets like magazines, television, movies, and increasingly social media showcase images of women that are unattainably thin, using filters and editing to further distort reality. This barrage of unrealistic ideals has been shown to negatively impact women and girls' self-esteem and satisfaction with their bodies, with many engaging in dieting, exercise, or even considering cosmetic surgery to achieve these impossible standards.
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynoteMark Organ
Why just a build a company when you can create an entire new category? Category creators grow revenue 4x faster and grow market cap 6x faster than category entrants.
In this Dreamforce keynote talk, serial entrepreneur discusses how he created the cloud marketing automation category with Eloqua, his new advocate marketing category creator Influitive, and some other great category creators like Salesforce.com, Tesla and Keurig. A new framework for category creation is proposed, featuring a transformational experience and revolutionary business model underpinned by disruptive technological change.
How to systematically create a 'transformative empire' multi billion dollar c...Mark Organ
Is it possible to create a category from scratch, with a step-by-step approach? In this keynote presentation from the Pulse Europe 2016 conference, Mark Organ goes through examples from his career at Eloqua and Influitive, plus Tesla, Salesforce, the Mongol Empire and the spread of Africanized killer bees to describe the process. One of the key links between the 'transformative empires' on the business side is the centrality of advocacy to scaling the category.
Influitive's management and leadership lessons for the labMark Organ
This document discusses effective leadership principles for startups and research labs. It begins by introducing the speaker, Mark Organ, CEO of Influitive. It then discusses six leadership principles: 1) Develop a clear mission, vision and values. 2) Align the organization with objectives and key results. 3) Develop employees' "whole self" at work. 4) Communicate openly, honestly and directly. 5) Establish regular meeting cadence. 6) Build an effective culture by living the organizational values. The document provides examples and explanations for effectively implementing each principle.
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS CategoryMark Organ
There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders.
We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...Mark Organ
Mark Organ's presentation on disruptive marketing technology for the IHR 2013 conference. Includes some background on Eloqua and Influitive, the two major companies Mark was/is involved in leading, and how disruptive technologies were key in the formation and growth of both. Advocacy as a concept may be thought of as another disruptive wave that is hitting the marketing software and HR software space, and this was discussed in some detail, along with big data and mobile as having further disruptive potential.
A customer is an advocate for you when they refer new leads, endorse you publicly, spread your message, or help you understand the market. Learn more about why advocacy is important and how to activate it within your customer base in this short presentation
Social media provides opportunities to qualify leads by learning more about prospects and their needs. Qualifying leads improves sales effectiveness and ensures leads are ready to purchase. Ways to qualify leads on social media include analyzing profiles for information, participating in discussions, asking questions, and staying engaged throughout the sales cycle. Regular analysis of social media interactions and sales data helps optimize lead qualification strategies.
The document provides guidance on how to qualify leads obtained through social media using social media platforms themselves. It discusses how buyers currently use social media to research purchases and identifies opportunities to engage with prospects online to learn more about their needs, pain points, and readiness to purchase. Specific tactics recommended include analyzing prospects' LinkedIn and social media profiles and activity, participating in online discussions, posing questions, and creating helpful content to develop relationships and gather insights to qualify leads obtained through social media. The goal is to determine interest level and ability to purchase in order to focus efforts on fully qualified leads most ready to buy.
The document provides guidance on how to qualify leads obtained through social media using social media platforms themselves. It discusses how buyers currently use social media to research purchases and identifies opportunities to engage with prospects online to learn more about their needs, pain points, budget, and timeline. Specific tactics recommended include analyzing prospects' LinkedIn and company profiles, participating in online discussions, posing questions, and creating helpful content based on insights gained. The goal is to determine a prospect's level of interest and ability to purchase before handing them to sales.
How Organizations Can Focus Sales for Maximum ImpactOpenView
The best PLG businesses have a dirty secret: They all have sales teams. In fact, they’re doubling down on these teams.
But that doesn’t mean their unit economics are going to get any less attractive, or that they’ll build their sales team at the same pace that their lead volume increases.
How are the best companies doing this? Focus. We used to want to build a big funnel to give our sales team plenty of leads—but many of the experts Sam Richard spoke with from InVision, Wistia, Hubspot and more told me that they’re “splitting the funnel,” or narrowing it, to keep their teams laser-focused on the leads that make sense for their business.
Sam just finished a project with an OpenView portfolio company that wanted help identifying ways to keep their sales team focused on the best accounts coming through their free tool. During the course of the work, Sam consulted with experts and pretended to be a lead in order to shape some findings that she would now like to share with the community.
We invite you to check out Sam's findings, best practices and suggestions to rethink how you’re applying sales resources at your own organization. We hope this helps provide some guidance, and we’d love to know how your organization does this or what companies you admire who do this well. Reach out on Twitter or LinkedIn.
1. Background
2. The Case for Qualifying Leads
3. How AreYour Prospects Using Social Media
4. SomeWays to QualifyYour Leads Using Social Media
5. Analyze and Adapt
6. StepsYou CanTake to Get Started
7. SomeTips for Getting the Most from LinkedIn
8. Conclusion
9. About InsideU
1. Background
2. The Case for Qualifying Leads
3. How AreYour Prospects Using Social Media
4. SomeWays to QualifyYour Leads Using Social Media
5. Analyze and Adapt
6. StepsYou CanTake to Get Started
7. SomeTips for Getting the Most from LinkedIn
8. Conclusion
9. About InsideUp
The document provides tips for using social media, particularly LinkedIn, to qualify B2B leads. It discusses how B2B buyers use social media for research and connecting with vendors during the purchase process. It then offers specific strategies for learning about leads on LinkedIn, such as reviewing their profiles, asking open-ended questions, and tracking insights in a CRM. The document emphasizes helping prospects rather than overtly selling in order to build trust and keep leads engaged throughout the sales cycle.
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
The document discusses how top sales teams leverage LinkedIn for social selling. It outlines an agenda for a breakfast event covering social selling with LinkedIn, a new sales navigator tool, and a customer story. It then discusses how the buying process has changed, with more people now involved in decisions and buyers relying on social media and relationships to choose vendors over cold outreach. It emphasizes that successful social selling requires focusing on the right people and companies, staying informed on accounts, and building trust with prospects.
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“After being the most listed dog breed in the United States for 31
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3. 3
The modern B2B company generates demand using
multiple means, featuring effective content
OutboundInbound
Advocate WOM
4. 4
Advocate-generated content is highly relevant
Salespeople Colleagues & peers
Whose content are buyers more likely to trust?
5. 5
Customer advocates drive the most efficient
buying process
Source: B2B company survey; Analyst materials; Influitive model
6. 6
Your company is no longer in control of the
buying process!
75% 25%
0%
10%
20%
30%
40%
50%
60%
70%
2006 2010 2014F
Dependence on knowledgeable peers in the buying process (B2B software buyers)
Initiates
process
Initiates
contact
Purchase
complete
75% of buying process complete before B2B buying interacts with company!
8. 8
Referrals
Product reviewsBlog
comment
s
Advocacy lives across the customer lifecycle
ReferencesRetweets, lik
es, shares
Discover
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interview
s
Consider, Retain,
Inspire
Purchase
9. 9
Well-executed advocate programs drive WOM
performance
The common elements of all advocate programs:
Tasks
Scores
Rewards &
recognition
12. 12
Why do people advocate…?
It’s hard-wired into our brains!
Amygdala
Emotional
rewards
Orbitofrontal cortex
Judgment of relative
value – reciprocity –
social survival skills
16. 16
EXTREME ADVOCATE PRODUCTIVITY
More than 4.3 activities per session!
Advocate-centered Comprehensive Self-service
Influitive’s unique approach to advocate programs
17. 17
When customers market for you…
…beautiful things happen!
more customer
engagement, support and
content
55%
Value of user generated
content created by each
new advocate:
$135K
17 positive product comments
26 customer videos
500% more award submissions
20. 20
500% increase
in award
submissions
26 customer videos
captured
in 2 days
17 positive
product reviews
on Quora
#1 search
result in
Google!
Integrated advocate marketing at
21. 21
White paper/ebook
Speaking
engagements
SDR outreach
Referral
campaigns
Sharing the
content
Customer
testimonials
& case studies
Capture 50%+ market share in the HR
software space with astonishing speed
A seamless and integrated approach to demand
generation, with advocates at the core
Inbound Outbound
Marketing
element:
Advocate
engagement:
Influitive is the advocate marketing company. Our AdvocateHub app makes it easy for marketers to recruit, mobilize and recognize an army of customer advocates that support marketing campaigns, refer new clients and help close deals faster.
My fellow presenter Aaron Ross has a terrific framework for demand generation, and I encourage you to go to his site at predictablerevenue.com and learn more about it . He divides up the universe of demand generation approaches into three categories: Advocate word of mouth, which he calls “seeds”, Inbound, which are “nets” and Outbound, called “spears”.Nets are your marketing leads, such as internet marketing, events, webinars, white papers, advertising and the like. You’re casting a wide net, so this is about “quantity over quality”. Pros: Easy to generate lots of leads, some kinds of marketing programs are scalable, you can generate leads from everlasting content, highly measurable. There are ways to generate leads at almost no cost. Cons: Not sure what will work, most leads aren’t a fit, low conversion rates, mostly individuals / small businesses, small order sizes, a lot of cost and effort to build, optimize and maintain.The best way to grow your “Nets leads” is usually through an Inbound Marketing Program (more details to come about how to do this coming this summer). In a typical program, you create content that people appreciate (be it Educational, Entertaining and/or Experiential) and share it with partners who have already have audiences relevant to what you do, through for example, guest blogs, ebooks, webinars or events. The idea is that the right people love your great content and come back to you for more and more…and eventually purchase something. When you have salespeople or business development people reaching out to specific targets, lists or kinds of companies…these are Spears. It’s a specific, targeted approach, driven by a human, with a goal of “quality over quantity”.Seeds are word of mouth leads, usually from prior relationships or happy customers. No matter who you are, Seeds are the best leads you can generate. Pros: Highly profitable, word of mouth leads are the fastest to close and have the highest win rates. There’s nothing better! Cons: According to Aaron Ross, ,It’s almost impossible to proactively grow them. You just have to do your best and be patient.I am going to show you how you can proactively generate more of these amazing leads, predictably and reliably, by building a powerful advocate program. First, let’s spend some time understand the amazing people who generate these leads for us, the advocates. What makes them tick?
It is easy to understand why advocates are effective – because your buyers are much more likely to trust them. But it goes deeper than that – the content that they create is much more relevant to the buyers, for several reasons. Let’s go through a few standard questions:The WHO – your customer advocates are seen as trustworthy, as they are a lot more impartial than sales and marketing people.The WHAT – the content they disseminate is based on their experience so it trusted.The WHERE – the content they create is available at the point of where a buyer wants to learn more about how your solution can help themThe WHY – advocates want to see their favorite company and products succeed – and they also want their colleagues and peers to benefit. They believe that they are doing the world a favor by their advocacy.Think about the last time when you had a really satisfying buying experience. I would bet that at least 80% of you had a lot of advocacy around that purchase, whether it was a referral on the way in, the ideal case study in the middle or the perfect reference at the end which made you breathe easier about signing on the dotted line.
With that in mind, it makes sense that buying processes are a lot more efficient when there are advocates heavily involved in them. Our analysis has shown, corroborating the personal expeirence of many on this call, that for a referral lead, the sales cycle is much shorter whereas the probability of winning and the order size are significantly higher. When we have people that we trust recommending a solution to us, our perception of fear goes down and we feel more confident in making a rapid and sizeable purchase decision. One of the more interesting things that we have found is that customers who grew from seeds – by advocate word of mouth – are much more likely to become advocates themselves. It’s as if that advocacy is a fortuitious virus, legitimizing the propagation of this behavior. I saw this recently when visiting my 6yo daughter’s favorite frozen yogurt shop, Menchie’s, which has an advocate wall, full of artwork that the kids make celebrating their chosen frozen confection. My daughter spent the rest of the afternoon making Menchie’s art – her advocacy center in the brain was triggered by seeing other advocacy. We’ll be talking more about the neurosicence of advocacy in a few minutes.
It’s a good thing that customer advocates drive an efficient buying process because that process is totally out of your control now. A very high proportion of the buying process is done before your buyer interacts with your company, especially with your sales reps. The cost and time for buyers to connect with highly knowledgable peers is rapidly heading toward zero, and as a result they are depending more and more on them to make purchase decisions. In this type of environment, you somehow need to get these highly credible and effective advocates to communicate a lot more with your prospective buyers. Since these advocates are so effective and do not require a base salary, it makes sense that the advocate leaders are typically the category leaders.It’s too bad that Aaron Ross says that as wonderful as advocate marketing is, we have to patiently wait for the seeds to deposit thmeselves on our field. But is that really true? Is there nothing we can do to create more of these wonderful leads and opportunities?
We firmly believe that you CAN create customer word of mouth, consistently. The fan in this photo is a metaphor for the modern advocate program, which focuses on providing a much better experience for the advocate, which in turn drives high levels of advocate productivity. I’m going to show you how to build your own advocate program, the essential components of it, and a little on how we do it here at Influitive. And where advocate programs fit in with the inbound and outbound components of your go-to-market approach, your nets and spears.
In the earlier waterfall chart, I focused on one of my favorite advocate acitivities – referral lead generation. But that is not all that they can do. They get involved throughout the customer lifecycle in multiple ways. They work hard for you to increase revenue and reduce your cost of sales.Xactly more than tripled the number of product reviews to land on top of the AppExchange category, driving massive sales increases. They are now well on their way to an IPOEktron has an army of advocates on blog comments, Quora and LinkedIn passionately defending their brand and attacking others.Act-On generated over $500K of revenue from referral leads in December alone sourced through advocates.We have several of our customers who plan their product roadmap and marketing calendar based on input from advocates.There is no limit to what advocates can do if you provide them the experience that they want.
So what is an advocate program? They are actually quite simple, and in their basic form they’ve been around for more than 20 years. They used to be called reference programs when they were focused mainly on getting customer references and site visits. They involve having tasks for advocates to do, then some form of points for those activities and then rewards and recognition that are driven by the scores. By luck, accident or design, video games have the same basic structure and they have been very effective at addicting the young and old, by hacking into their need for feedback, action and achievement.
This is Influitive’s advocate program, and you can see the same elements. On left hand side you can see tasks like referrals, case study data, content generation and more. On the right, you can see points, levels, badges, achieveents and rewards. You can also see part of the leaderboard, which drives achievement and competition.
Drilling down to a referral challenge, you can see some other important game mechanics and behavior hacks. The advocate player can see how many other people have done the challenge, including some people that he/she knows. They also get served up with some recommended people to refer, to jog their memory. This is an important hack for maximizing referral behavior.
Referral activity is a high-order process that involves both emotional and logical components. People refer because it feels good (emotional) and drives long-term survival value (logical). This process engages some of the most high-order circuitry in the brain, used to judge the relative value of objects and people. Reciprocal behavior deeply engages this area. Referrals also feel good – probably because survival value is enhanced when successful referrals are made. The “reptilian brain” of simple reward association is not heavily engaged. So the typical process of paying people for referrals is not effective. In fact, the conflation between social and economic value may result in lower levels of productivity.
So what is advocate marketing and why are we talking about it’s impact on Lead to revenue management? I’ll give you the definition, but as you know, a picture is worth a thousand words. And this picture, submitted to us by our customer Ektron, really shows it off. You can see that there are four gentlemen here proudly posing for a picture under their hand-carved sign which says “The Ektronauts” They are clearly power users of Ektrons web content management system. They love the product. But more than that, they are proudly declaring it to the world with a hand carved sign. Now as crazy as that may sound – every company has Ektronauts, people that believe passionately in their vendor’s mission, vision and products. They just need to be found and given a platform. Advocate marketing captures this enthusiasm of fans, evangelists and promoters – increasingly grouped together as "advocates" - and turns it into a powerful force for igniting business. For the B2B companies that we focus on at Influitive, advocate marketing not only generates more leads directly through referrals, but accelerates revenue generation through every other marketing and sales channel. It's this force-multiplier effect that makes advocate marketing so exciting, being embraced by forward-thinking marketing leaders. And now over to Lori Wizdo from Forrester, who is one of those forward-thinking marketing leaders, to provide her insights on Advocate Marketing.
So let’s discuss an integrated demand generation campaign looks like, with your seeds, nets and spears working in perfect coordination. At Influitive, we have decided that the HR software space is a perfect fit for our ideas and technology, and have set a goal to capture 50% of the companies in this segment over the next year. We are currently ahead of plan, and I want to tell you how we are doing it. And if you are a marketing or sales professional in the HR software and services space, and are listening to this talk, then you should email me so you can see what is taking this space by storm!We launched the campaign with advocate marketing as we typically do, because it is most powerful. One of our advocates got me in to a key conference for HR software marketers, influenceHR, as a keynote speaker. There I presented some original material, essentially a spoken white paper. The talk goes up on Slideshare where our advocates share, comment, vote it up. At the same time we are producing case studies and testimonials from companies in the targeted space, and using those in our outbound demand generation campaigns. And the whole time we have focused referral campaigns happening in our VIP AdvocateHub, specifically identifying companies in the space as great targets for us. When our sales reps meet with the targeted companies, they are welcomed as peers in the boardroom, not vendors in the hallway, because of their deep domain knowledge and relationships – all facilitated and supported by a powerful advocate program.Just like a modern military, the marketing general wins by coordinating their forces in the most synergistic way. Advocates should be at the core of the campaign – what does not go better with happy customers shouting your value from the rooftops? The way to build and mobilize your advocate army is with an advocate program, and I strongly believe that everybody listening to this presentation should have a plan on creating one.