supercharge your sales process with advocates! (influitive)

Supercharge your Sales Process with Advocates

June 20, 2013

Mark Organ, CEO@markorgan

mark@influitive.com #advocates

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Influitive helps B2Bmarketers recruit,mobilize and recognizean army of advocatesthat outsell their bestsales reps.

About Influitive

2013 Cool Vendor in Social Marketing

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The modern B2B company generates demand using multiple means, featuring effective content

OutboundInbound

Advocate WOM

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Advocate-generated content is highly relevant

Salespeople Colleagues & peers

Whose content are buyers more likely to trust?

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Customer advocates drive the most efficient buying process

Source: B2B company survey; Analyst materials; Influitive model

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Your company is no longer in control of the buying process!

75% 25%

2006 2010 2014F0%

10%

20%

30%

40%

50%

60%

70%

3.5X increase

Dependence on knowledgeable peers in the buying process (B2B software buyers)

Initiates process

Initiates contact

Purchase

complete

75% of buying process complete before B2B buying interacts with company!

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You can drive customer advocate WOM

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Referrals

Product reviewsBlog comment

s

Advocacy lives across the customer lifecycle

ReferencesRetweets, likes, shares

Discover

Media interviews

User groups

Product surveys

Customer Advisory Boards

Analyst interviews

Consider, Retain, Inspire

Purchase

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Well-executed advocate programs drive WOM performance

The common elements of all advocate programs:

Tasks

Scores

Rewards & recognition

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Why do people advocate…?It’s hard-wired into our brains!

Amygdala

Emotional rewards

Orbitofrontal cortex

Judgment of relative value – reciprocity – social survival skills

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1. Part of the Team

What Motivates Advocates?

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What Motivates Advocates?

2. Measurable Impact

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What Motivates Advocates?

3. Social Currency

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EXTREME ADVOCATE PRODUCTIVITYMore than 4.3 activities per session!

Advocate-centered Comprehensive Self-service

Influitive’s unique approach to advocate programs

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When customers market for you… …beautiful things

happen!

more customer engagement, support and

content

55%

Value of user generated content

created by each new advocate:

$135K

17 positive product comments

26 customer videos

500% more award submissions

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Introducing – the Ektronauts!

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Fred’s mission:

Develop customer references and

testimonials that accelerate the sales cycle and

enhance Ektron’s reputation in the

marketplace.

Integrated advocate marketing at

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500% increasein award

submissions

26 customer videos captured

in 2 days

17 positiveproduct reviews

on Quora

#1 search

result in Google!

Integrated advocate marketing at

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MISSION:

White paper/ebook

Speakingengagements

SDR outreach

Referralcampaigns

Sharing thecontent

Customer testimonials

& case studies

Capture 50%+ market share in the HR software space with astonishing speed

A seamless and integrated approach to demand generation, with advocates at the core

InboundOutbound

Marketing element:

Advocate engagemen

t:

Supercharge your Sales Process with Advocates

June 20, 2013

Mark Organ, CEO@markorgan

mark@influitive.com #advocates