advocate marketing explained
TRANSCRIPT
A customer IS An ADVOCATE For You
when they!
refer new leads endorse you publicly spread your message
help you understand the market
ADVOCATE MARKETING
means mobilizing them to do this!
Repeatedly Programmatically
Scalably
Advocacy Produces…
reviews!
references!
referrals!
social media!
content!
intelligence!
usability!
training!
strategy!
PR!
community!
speakers!
Buyers get 57% of the way through the buying process before they talk to a sales rep.
– Marketing Leadership Council
57%
What’s Driving The Importance of Advocacy?
First, buyers avoid talking to your sales reps – or even visiting your website – until they have had a chance to educate themselves.
Searching within communities is the top way B2B decision-makers discover new approaches.
– Forrester Research
Searching within communities
Vendor content
Peer content
Q&A
58%
31%
22%
20%
What’s Driving The Importance of Advocacy?
They get educated by searching within their own professional networks and online communities of their peers.
Advice from peers is the #1 most influential source of information during the B2B buying process.
– BuyerSphere 2013
Advice from a friend
Search Engine
Supplier Website Email
Industrial Intermediary
Sent by a friend
Online display ad
Social media
Wider advice
Industry community
What’s Driving The Importance of Advocacy?
And the people they trust most for unbiased information are peers and experts with direct, relevant experience.
means you have to earn your customers’ business each and every month.
SaaS
and Social Media has given your buyers access to virtually
anyone they want to talk to
These dynamics are forcing companies to develop stronger strategies for
customer success, retention, loyalty, and word-of-mouth
SaaS Social Media
• Easier to sign up • Easier to switch • Pay-as-you-go
• Unbiased expertise • Vendor validation • ROI proof points
Your Customer
Target Buyers
REFER
ENDORSE
EDUCATE
REPRESENT
Customers Advocate in Four Ways
User groups
Product surveys
Customer Advisory Boards
Product reviews
References Media
interviews Analyst
briefings
REFER ENDORSE
EDUCATE REPRESENT
Content distribution Social
promotion Content creation
Customers find new leads Customers say great things about you
Customers teach prospects about you Customers provide feedback and intelligence
Referrals
To activate your advocates, build strong relationships
Key Concepts • People, not companies • Give first, then receive • Recognition, not bribes • Mutual benefit • Micro-community
70 live product feedback sessions per quarter
renewal rate for customers
in the program
100%
139
14 opt-in references, before and after $130K
total value returned by each
advocate
A Security Company A Marketing Automation Company
An Email Marketing Company An Education Tech Company
