influitive boston user group 2016

Hello Boston!Jesse Goldman, VP Customer Success

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Opening Remarks - Jesse Goldman, Influitive9:00am - 9:05am

VIP, Mac & Cheese, and Customer Stories - Dylan Foster, Influitive9:05am - 9:30am

Get Advocated! Roadmap To Build Raving Fans- Evan Jacobs, Rapid79:30am - 9:55am

AdvocateHub Product Roadmap - Julie Persofsky, Influitive11:45am - 12:00pm

Interactive Workshop 10:10am - 11:45am

Coffee Break9:55am - 10:10am

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Advocate Joins

+223%

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"Advocate marketing programs are essential in an age where your ability to gain and keep customers is the last-remaining defensible competitive advantage." - Laura Ramos, Forrester Research

VIP, Mac & Cheese, and Customer Stories

Dylan Foster, Advocate Marketing Specialist@dylanfoster92

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Influitive VIP Goals

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500 Referrals

750 Engaged

6 Stories

Why Do These Goals Matter?

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Engagement =

Acts of Advocacy

Why Are Customer Stories Important?

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Using VIP For Customer Stories

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STEP 1:Source

STEP 2:Create

STEP 3:Distribute

STEP 4:Attribute

The World’s Best Mac & Cheese

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Step 1: Source

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Step 2: Create

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Step 3: Distribute

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Step 4: Attribute

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Recap

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STEP 1:Source

STEP 2:Create

STEP 3:Distribute

STEP 4:Attribute

The Real Thing

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Step 1: Source

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Step 2: Create

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Step 3: Distribute

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Step 4: Attribute

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Recap

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STEP 1:Source

STEP 2:Create

STEP 3:Distribute

STEP 4:Attribute

Tip Of The Iceberg

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Using VIP For Customer Stories

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STEP 1:Source

STEP 2:Create

STEP 3:Distribute

STEP 4:Attribute

Questions?

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Advocate Marketer Feature

Evan Jacobs, Senior Manager, Customer Marketing & Advocacy, Rapid7

@EvanJ2011

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Get Advocated! A roadmap for building raving fansRapid7’s VoiceUp Hub

Let’s go back to the future…

SEP

19 2016 9 30

High-touch/high-quality customer engagement programs as our foundation

A PROGRAM BUILT TO ENGAGE CUSTOMERS 1:1 AT MULTIPLE STAGES WITHIN OUR PRODUCT DEVELOPMENT PROCESS, BY PROVIDING ACCESS DIRECTLY TO RAPID7’S PRODUCT AND ENGINEERING TEAMS

While programs were highly successful, we’d plateaued…

369 Rapid7 Voice participants in 2014

Across 49 unique programs, covering the full product portfolio and services & support

Allison MacLeod Senior Director Demand &

Operations

Patrick Bausemer, Digital Marketing

Manager

Glen Jackman, Digital Marketing Specialist

Digital Intern

Bethany Tomich, Marketing Operations

Manager

Jackie Joly, Marketing Operations Specialist

Data & Lead Processing Intern

Data Science Intern

Courtney Pierce, Director Acquisition & Channel Marketing

Meredith Tufts, Named & Enterprise

Kathryn Falco, Mid Market & Base

Evan Jacobs, Senior Manager, Customer

Marketing & Advocacy

Kelly Garofalo, Senior Customer Marketing

Specialist

Sarah Clow, Advocate Marketing Specialist

Brian Piper, Customer Reference Specialist

CUSTOMER MARKETING IMPACT

| Peer Insights

Product Engagement

“Easy to deploy, big impact to our overall risk, a key pillar of our security program.”26 REVIEWS

for a

Reference Program

$677k

First Rapid7 User Group

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343+

UNANSWERED QUESTIONS ON COMMUNITY RESPONDED TO

ADVOCATES JOINED

87%

CUSTOMERSENGAGED 45% 20+ CUSTOMERS

ENGAGED IN BETA PROGRAM

“I’m delighted with the overall experience. I’ve already

started to roll this out to the managers and leaders . . …”

Initiated & ran Beta program for Nexpose Now11 DEALS WON WITH

REFERENCES PROVIDED

Sales Accelerator Customer/Product Team Feedback Programs Building Relationships

Rapid7’s customer advocacy platform

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3 Key Learnings1. Have a strong foundation2. Understand and cater to your internal & external stakeholders 3. Align program objectives with existing corporate goals.

Questions? Evan_Jacobs@rapid7.com

@EvanJ2011

Coffee Break9:55am - 10:10am

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Workshop Time!

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10:15am - 11:45am

The Rules

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1.Get into your teams2.Read the case study &

instructions3.Take 60 minutes to form your

plan4.Be ready at 11:15 to present

Your Hubs

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●Team 1 - bit.ly/bostonug1●Team 2 - bit.ly/bostonug2●Team 3 - bit.ly/bostonug3●Team 4 - bit.ly/bostonug4●Send Google Slides to

dylan@influitive.com

Presentation Criteria

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Scored on a rating of 1 - 51.Completeness - of the solution2.Creativity - uniqueness of the

solution3.Content - quality of the solution

Product UpdateJulie Persofsky, VP & GM of Upshot, Influitive

@Julie_Per

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2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Is content a priority for you this year?

86% of B2B marketers use content marketing

Content marketing is a big deal.∧

really

But it is also really hard.

Producing engaging content is really hard.

2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Imagine if…

Creating engaging customer stories was

effortless

Advocates

With stories to tell. Want more content.

B2B Marketers

More CredibleMore Credible

More Authentic

More Engaging

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Upshot stories are deep, credible articles your advocates help produce and distribute.

DEP

TH

REACH

References

Case Studies

Social Mentions

Online Reviews

Excellent investment in advocate / customer generated content!

High reach, but low depth

High depth, but low reach

Upshot stories are faster and easier to consistently produce than other customer content companies can write on their own.

< 10 days!

Up to 90 days!

Authentic Customer Content Performs Better

10x better content that

engages future buyers

Trustworthy stories for

customers by customers

Customizable Call to Action to to direct readers

and track ROI

Buyers trust peer-generated posts over brand-produced content *

70%

* Reported by eConsultancy

How does it work?

Submit a campaign request in Upshot

• Customer stories that match your marketing narrative

• Customize your CTA to meet your campaign objective

Identify customers with great stories to tell

• Seamless integration with Influtive’s AdvocateHub to source and vet candidates.

• More sourcing options coming soon!

Progress at your fingertips

• Upshot handles the logistics – scheduling, interviews, writing the article and approvals.

• You get full transparency throughout the process and ensure contributors are having a great experience.

Identify

Scheduling

Interview with

Editor

Story writing

Reviews Story

Approves Story

Network Distributi

on

Authenticity at work

100% of contributors responded

“they enjoyed the experience and would do it

again”

Measure the impact of your content

• Understand the impact of your Upshot stories – whether it’s increasing brand awareness or driving new leads

Distribution – Surround your buyers! • Automatically tap into your

Contributors’ network for wide distribution

• Mobilize other advocates to share their peer’s story through AdvocateHub integration

• Additional publishing and syndication channels coming soon

Stories are written from perspective of your customer and distributed through their network – it resonates with potential buyers who are just like them.

21 CTA Clicks, 126 Views, 50 shares

14 CTA Clicks, 353 Views, 119 shares

7 CTA Clicks, 275 Views, 106 shares

Start helping your customers tell their unique stories right away!

$1,399

Premium Experience for AdvocatesCustomers want to tell their story. We make it effortless

Fast, Easy, ConsistentA stream of happy customer stories delivered regularly

Upshot distributes stories widely and delivers tools to re-use and embed stories anywhere

Wide Distribution & Syndication

Measurable ROI & EngagementCustomize stories with a Call to Action. Track engagement within your CRM (coming soon)

10x Better StoriesTrustworthy stories for customers by customers

Automated custom challenge sent from your AdvocateHub invites advocates to tell their stories

Built for AdvocateHub

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bit.ly/boscamp

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Hyatt Regency, San FranciscoDecember 6th to 8th, 2017

bit.ly/advocamp17Promo Code: ADVANTAGE

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