Align your company around customer advocacy - and succeed
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Transcript of Align your company around customer advocacy - and succeed
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Customer Obsession and the Rise of Advocate Marketing
Presented by
Mark Organ, Founder and CEO@markorgan | @influitive | #[email protected]
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This is a crazy time to be a marketer.
@markorgan | @influitive | #advocatemktg
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Constant changes to SEO
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Constant changes to SEO
OO
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Proliferation of content marketing
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Proliferation of content marketing
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Explosion of social channels & communities
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Explosion of social channels & communities
MMSOCIAL SOCIAL
MEDIAMEDIA
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In this era of disruptive change in how our customers buy, how can we …
@markorgan | @influitive | #advocatemktg
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Align with our stakeholders
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Build the gorilla in our markets
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Sleep well at night, because we are living with integrity
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The way to align our companies and win is by organizing around the customer, with advocacy as the key goal.
@markorgan | @influitive | #advocatemktg
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So I had a discovery…
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THE GOAL:Maximize Throughput While Minimizing Inputs and Costs
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What is throughput for a
software company?
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But then I wondered…
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Advocates are THE GOAL
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Net Promoter Score was a good start, but flawed.
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David Skok’s 1 Day Sales Cycle
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Every rapid buying process had advocates deeply involved.
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It was difficult to generate more advocate activity, but The Markies awards were a standout success.
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Alignment and success with advocates
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Systematically generate leads at scale and convert.
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Maximize the value of the company.
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Sleep well at night.
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We need to organize around advocates
@markorgan | @influitive | #advocatemktg
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The Next Frontier: Marketing – Customer Success Alignment
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Enlistment is a core process, required for profitability
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What makes advocates tick?
@markorgan | @influitive | #advocatemktg
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Once we get beyond physical needs…
6 year old girls are compelled to advocate for what they love.
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What motivates advocates? (1) Part of the Team
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What motivates advocates? (2) Measurable Impact
Measurable Impact
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What motivates advocates? (3) Social Currency
Social Currency
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Companies that are organizing around their advocates
@markorgan | @influitive | #advocatemktg
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Act-On implemented a powerful referral program for their advocates to willingly introduce hot prospects.3
209Generated 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%
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DocuSign encourages their advocates to spread their positive sentiment on as many product review sites as possible, which influences sales pipeline
Influenced more than
2000+ Acts of Advocacy
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Ceridian creates an environment for their advocates to network with their prospects, in turn, shortening their sales cycle.5
20high quality sales references
In a few months:
35Shining testimonial videos.Case studies and
testimonials.
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Brainshark used their advocates to generate a tidal wave of social media engagement across a variety of social networks.
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
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@markorgan | @influitive | #advocatemktg
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Here’s how
@markorgan | @influitive | #advocatemktg
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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