why early advocates are 10x better than early adopters for new products
TRANSCRIPT
who is this guy?
• Launched dozens of products
• Product Manager, Product Marketer
• Explorics: B2B Loyalty & Advocacy
• 2-‐Bme entrepreneur
• Lean Startup Challenge 2013
• Business Model GeneraBon Meetup
• Startup Coach, Quebec Tech Accelerator
• Stanford MBA
• MIT Computer Science
@explorics @bostonproduct
The Big Idea
Early adopters have long been entrenched in technology culture. They aren’t filling the role we need today. Product owners need to cultivate early advocates.
@explorics @bostonproduct
“Still the bible for entrepreneurial
marketing 15 years later
[in 2006]”
Tom Byers, Stanford Technology
Ventures Program
@explorics @bostonproduct
I’ll scratch your back. You scratch mine.
Early Adopters Get… • Attention • Special pricing • Amazing support • Hand-holding • Custom features • Show-off status
You Get… • Revenue • Real-world testing • Use cases • Product input • Go-to-market feedback • Endorsement
Early Adopters Get… • Attention • Special pricing • Amazing support • Hand-holding • Custom features • Show-off status
You Get… • Revenue • Real-world testing • Use cases • Product input • Go-to-market feedback • Endorsement
I’ll scratch your back. You scratch mine.
THEN Early adopters validated usefulness
NOW Early advocates validate virality
@explorics @bostonproduct
Ray: You know, it's just occurred to me – we really haven't had a completely successful test of this equipment.
Peter: Why worry? Each of us is wearing an unlicensed nuclear accelerator on his back.
Today’s Elevator Test
@explorics @bostonproduct
Adopters want to discover something inherently valuable.
Advocates want to brag about what they discovered.
@explorics @bostonproduct
The Biggest Difference Is What You AIM For
Adopters validate “good-enough”
Advocates fall in LOVE with “greatness”
@explorics @bostonproduct
Early adopters are great for opinions.
That is why you need to focus on your early advocates.
But they are lousy for growth.
@explorics @bostonproduct
Advocate programs are based on relationships
The Rules
• People, not companies • Give first, then receive • RecogniBon, not bribes
Advocates want to believe in something together
• Shared vision • Mutual trust • Aligned incentives
@explorics @bostonproduct
People don’t buy what you do. They buy why you do it.
Google: ted sinek why
Simon Sinek How Great Leaders Inspire Action
What is the job the customer is hiring our product to do?
Clayton Christensen Market Disruptions & Online Learning
@explorics @bostonproduct
Google: christensen milkshake disruptions
From Our CEO
Recruiting
Dear Joe,
I noticed your profile on
LinkedIn and thought
you’d appreciate this paper
we’ve written with MIT
Tech Review, Navigating
Planet Ad Tech.
Check it out:
http://bit.ly.com/23fi9c
Thanks! Melissa
• Keep it personal
• They were chosen
• Mutual value
• Exclusivity
• Meaningful perks
• Access
@explorics @bostonproduct
engaging
• Send content • Recommend as an expert • Ask for advice • Short surveys • Introductions to peers • Group chats • Quick feedback on ideas • Repost, reshare, retweet • Contests
harvesting
• Product feedback • Thought leadership • Content • References • Referrals • Demand generation • Product reviews • Testimonials • Case studies • Public speakers
optimizing
Key Metrics • Recruiting rate: customers to
program participants • Engagement rate of participants • Engagement rate of programs • Conversion of programs into
deliverables • Business metrics • Referrals • Leads generated • Retention rates
Tools
Even more… • Evergage – real-time web personalization • TechValidate – create content from customers • AskYourTargetMarket – online market research • UsabilityHub – five-second testing • UserTesting – fast user research • Qualaroo – insight surveys for A/B testing
A custom community portal for advocates www.influitive.com
Customer feedback forum and interaction platform www.getsatisfaction.com
DIY websites and content management systems
www.getsatisfaction.com
Three Easy Steps To get going
@explorics @bostonproduct
1. “Health check” your enthusiastic customers
2. Find out how they would want to partner
3. Target one engagement-harvesting activity that is mutually beneficial and has meaningful business results
Get Early Advocates. They Love You And Let Everyone know.
Thank You! Brian Gladstein @explorics
How did I do? http://braverybot.com/bpma/2