how to systematically create a 'transformative empire' multi billion dollar category by...

HARD WON LESSONS ON ADVOCACY FROM CATEGORY CREATION

‘16

11.11

. 201

6 L

ondo

n, U

K

MARK ORGAN, @markorganINFLUITIVE, @influitive

I’m a serial entrepreneur and lead a global team of 140 people at a Toronto-based startup: Influitive

Influitive helps B2B marketers expand brand reach, accelerate sales, and grow revenue by mobilizing their army

of customer advocates.

2

300+ customers

$50M+ Raised from top-tier

Investors

140+Employees around

the world

A little bit about Me

However, Influitive isn’t my first rodeo…I also started another company called

3

I learned a lot… made a lot of mistakes

5

6

WHAT DO THESE HAVE IN COMMON?

All “transformative empires” – aka Multi Billion Dollar Category Creators

Is there a repeatable growth framework for creating a ‘Transformative Empire’? (aka MB$CC)

8

CATEGORY CREATION: DISCOVER THE UNDERSERVED HERO. BET ON THEIR TRANSFORMATION

9

The underserved hero/ aka the “fringe”1 Underlying trend(s)

levitate the hero2 Underserved herobecome mainstream3

TESLA: PERFORMANCE, GREEN AND ELEGANT

10

The underserved hero/ aka the “fringe”1 Underlying trend(s)

levitate the hero2 Underserved herobecome mainstream3

Car charging stations

SALESFORCE: NO SOFTWARE, POWER TO THE SALES MGR MASSES

11

The underserved hero/ aka the “fringe”1 Underlying trend(s)

levitate the hero2 Underserved herobecome mainstream3

ELOQUA: TOOLS AND RESPECT FOR THE DEMAND GEN LEADER

12

The underserved hero/ aka the “fringe”1 Underlying trend(s)

levitate the hero2 Underserved herobecome mainstream3

INFLUITIVE: SYSTEMATIC SOCIAL PROOF - ADVOCATE MARKETING

13

The underserved hero/ aka the “fringe”1 Underlying trend(s)

levitate the hero2 Underserved herobecome mainstream3

14

S

15

Customer success is the bedrock on which everything is built

ADVOCATES IMPACT EACH STAGE OF THE CUSTOMER LIFECYCLE

Awareness Research & Comparison Selection & Purchase Experience Retention & Loyalty Advocacy

Increase Trust

Suspect Lead Prospect Customer Active Customer Advocate

Best Customer Lifecycle

Typical Customer Lifecycle

References

Shorter Sales Cycle

Higher Contract Size

Events

Participate in Forum

Conversations

Improve Search Results

Generate Customer Stories

& Share

Case Studies

Reviews

Word of Mouth

Mentorship

Direct Product Feedback

Community Support & Best Practices

Beta Testers

☺ + = $☺

Deeper Engagement

Creates Better Product

Drives ValueIncrease Speed of Awareness

Share Stories

Drive Referrals

Social Media

Sales Customer Experience

AND THEY ARE BETTER, FASTER AND CHEAPER AT IT

Build a team of advocates within your company

Value and Experience for Employees

Value and Experience for Customers

And it seems to be working!

20

MAKE ADVOCACY PART OF YOUR OPERATING SYSTEM - THE BEST PROXY FOR CUSTOMER VALUE

MOBILISE ADVOCATES WITH A DEDICATED COMMUNITY

1) Build fundamental value for your customer

2) Leverage them in all you do

3) Build advocates within your company

4) Make advocates part of your operating system

S

Thank you! Questions?

MARK ORGAN, @markorganINFLUITIVE, @influitive