customer obsession and the rise of advocate marketing
DESCRIPTION
Event: How to be Customer Obsessed in B2B Presentation by Mark Organ, CEO of Influitive Presented at 1871 Chicago, August 6, 2014TRANSCRIPT
Customer Obsession and the Rise of Advocate Marketing!
Presented by Mark Organ, Founder and CEO
@markorgan | @influitive | #advocatemktg [email protected]!
This is a crazy time to be a marketer.!
@markorgan | @influitive | #advocatemktg!
Constant changes to SEO!
Constant changes to SEO!
O
Proliferation of content marketing!
Proliferation of content marketing!
Explosion of social channels & communities!
Explosion of social channels & communities!
M SOCIAL MEDIA
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
209 Generated 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
In pipeline via
Reviews
Referrals
Testimonials
Social Activities
2000+ Acts of Advocacy
39
Ceridian creates an environment for their advocates to network with their prospects, in turn, shortening their sales cycle.5
Generated over
20
high quality sales references
In a few months:
35 Shining 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.
boost in social media engagement
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!