align your company around customer advocacy - and succeed

Customer Obsession and the Rise of Advocate Marketing

Presented by

Mark Organ, Founder and CEO@markorgan | @influitive | #advocatemktgmark@influitive.com

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