align your company around customer advocacy - and succeed
TRANSCRIPT
Customer Obsession and the Rise of Advocate Marketing
Presented by
Mark Organ, Founder and CEO@markorgan | @influitive | #[email protected]
This is a crazy time to be a marketer.
@markorgan | @influitive | #advocatemktg
Constant changes to SEO
Constant changes to SEO
OO
Proliferation of content marketing
Proliferation of content marketing
Explosion of social channels & communities
Explosion of social channels & communities
MMSOCIAL SOCIAL
MEDIAMEDIA
In this era of disruptive change in how our customers buy, how can we …
@markorgan | @influitive | #advocatemktg
Align with our stakeholders
Build the gorilla in our markets
Sleep well at night, because we are living with integrity
The way to align our companies and win is by organizing around the customer, with advocacy as the key goal.
@markorgan | @influitive | #advocatemktg
So I had a discovery…
THE GOAL:Maximize Throughput While Minimizing Inputs and Costs
What is throughput for a
software company?
But then I wondered…
Advocates are THE GOAL
Net Promoter Score was a good start, but flawed.
David Skok’s 1 Day Sales Cycle
Every rapid buying process had advocates deeply involved.
It was difficult to generate more advocate activity, but The Markies awards were a standout success.
Alignment and success with advocates
Systematically generate leads at scale and convert.
Maximize the value of the company.
Sleep well at night.
We need to organize around advocates
@markorgan | @influitive | #advocatemktg
The Next Frontier: Marketing – Customer Success Alignment
Enlistment is a core process, required for profitability
What makes advocates tick?
@markorgan | @influitive | #advocatemktg
Once we get beyond physical needs…
6 year old girls are compelled to advocate for what they love.
What motivates advocates? (1) Part of the Team
What motivates advocates? (2) Measurable Impact
Measurable Impact
What motivates advocates? (3) Social Currency
Social Currency
Companies that are organizing around their advocates
@markorgan | @influitive | #advocatemktg
37
Act-On implemented a powerful referral program for their advocates to willingly introduce hot prospects.3
209Generated over 209 high quality leads in six months
Created $175,000 in sales pipeline
Converted referral leads at 5%, blowing through industry standard lead conversion benchmarks by more than 500%
500%
38
DocuSign encourages their advocates to spread their positive sentiment on as many product review sites as possible, which influences sales pipeline
Influenced more than
2000+ Acts of Advocacy
39
Ceridian creates an environment for their advocates to network with their prospects, in turn, shortening their sales cycle.5
20high quality sales references
In a few months:
35Shining testimonial videos.Case studies and
testimonials.
40
Brainshark used their advocates to generate a tidal wave of social media engagement across a variety of social networks.
In just a short span of time we were able to increase our social engagement on Twitter by 106%, not including multiplier effect from the social networks of employee and customer advocates - Influitive really enabled us to expand the reach of our content on social.
Sabrina Cote, Social Media Manager
@markorgan | @influitive | #advocatemktg
Here’s how
@markorgan | @influitive | #advocatemktg
It’s time to put our best people, disciplined processes and appropriate technologies around advocacy if we are going to succeed as marketers.
Thank you.
@markorgan | @influitive | #advocatemktg