CUSTOMERED POWERED GROWTHHow do you get your customers

to get you more customers?

MARK ORGAN

Founder & CEO, Influitive

@markorgan

Thursday, November 29, 2018

About Me

Other Facts about Me:

Hired over 400 people

Raised >$65MM

Founder

Creator of Marketing

Automation category

$900M Exit

Experts & leaders of the

B2B marketing revolution

$10-20M ARR

125 Employees

Founder

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

David Skok’s 1 Day Sales Cycle

Every rapid buying process had advocates deeply involved.

If you do build a great

experience, customers tell

each other about that.

Word of mouth is powerful.

Jeff Bezos

TRUST,

not technology,

Is the issue of the decade.

Tom Peters

“CUSTOMER

CENTRIC”

“CUSTOMER

OBSESSED”

83% Trust recommendations

from

friends & family

10% View vendor

content as

trustworthy

Don’t trust

businesses

48%

“The

Medium

is the

Message”

Marshall McLuhan

The Messenger

is

The Message

Successful Companies Understand

● The shifting trust landscape

● The power of community

● How to mobilize people

Mass Media

Direct Mail

Email &Text Messages

NetworkedCommunities

Vendor content

Peer content

Transition from institutional trust to peer trust

1970s 1990s 2000s Today

17

“There is an

incredible

community

around the LEGO

brand and the

LEGO brick, and

we didn’t nurture it

well.”

Jørgen Vig Knudstorp

Influitive is

powering the

Klipfolio

Insiders

community here

in Ottawa!

23

Motivating Advocates

MACRO Factors micro factors

@INFLUIT IVE

Exclusive Tribe

Advocate

Motivation

Model

Meaningful Impact Social Capital

MACRO

Factors

25

Exclusive Tribe

26

Meaningful Impact

27Michael Beahm, Blackbaud

Liz Pedro

Kim Ellis, BMC

Social Capital

28

29

30

White Hat Growth Hacking

White Hat

Growth

Marketing

micro

factors

31

Systematic experimentation on gamification

to drive consistent improvement in results

32

2%

14%

A/B Testing with Advocates

A/B Testing with Advocates

33

We involved Advocates in

our ABM campaigns:

▪ Influenced $2.3 million in

new business

▪ Closed $300,000 in new

deals

of B2B companies

planned to invest in ABM

in 2017

58%

35

Black Hat Growth Hacking

micro

factors

Use Advocates to discover unleveraged channels

“What or who is newly influential for you over the past 6 months?”

36

19 positive product reviews

37

Devotion Hacking: Putting it all together

• Experimentation

• Iteration

• New Channels

38

Exclusive Tribe

Advocate Motivation

Model

Meaningful Impact Social Capital

Introducing the

Customer-Powered Enterprise™

Customers in Every Stage of the Value Chain

VALUE CHAIN = Supply Chain + Demand Chain

DEMAND CHAIN

Spreading the word and

creating interestMARKETING

Converting your

prospects and providing

proofSALES

Retaining customers and

growing your businessCUSTOMER SUCCESS

SUPPLY CHAIN

Designing and delivering

valuable products and

servicesPRODUCT / ENGINEERING / DESIGN

Efficiently supporting the

business OPERATIONS / HR / FINANCE / IT

Improve user adoption & retention

Launch new customers effectively

& scalably

Uncover account growth

opportunities

CUSTOMER-

POWERED

CUSTOMER

SUCCESS

Higher renewal

rates for K-12 education accounts32%

58%Higher renewal

rates for US corporate accounts

Renewal

Onboarding

CUSTOMER-

POWERED

MARKETING

Using advocates to create

customer stories faster

Encourage customers to increase

sharing online & in person

Building an engaged Community

with advocates

Shares of

social media content2,204

31 Customer Success stories published

Generate

more referrals

Increase access to

customer references

Develop cross-sell

opportunities

CUSTOMER-

POWERED

SALES

Influenced new opportunities410$ K 92 Referenceable

customers

CUSTOMER-

POWERED

PRODUCT

DEVELOPMENT

Continuously collect more

customer insights

Accelerate product

iteration

Strengthen product

launches

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