Driving Growth Through Advocacy

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Driving Growth Through Advocacy

Evan Lewis | @evanlewis_Director of Sales, PostBeyond Inc.

GrowCampMarch 10th, 2017


FACT:

We Live In A Referral-Driven

World


77% of consumers are more likely to buy a product when when they hear about it from

family and friends.S o u r c e : N i e l s e n


72% of consumers say reading a positive customer review

increases their trust in a business.

S o u r c e : B r i g h t L o c a l


91% of B2B buyers are influenced by word-of-mouth

when making their buying decision.

S o u r c e : U S M


FACT:

You Want To Grow Your Startup


B R A N D AWA R E N E S S

P R O D U C T U S A G E

R E C U R R I N GR E V E N U E

I N B O U N D L E A D S

How Do You Define Growth?


You Need To Get People Talking.

You Need Advocacy.


ADVOCACY


AdvocacyDrives Growth• Amplify brand reach and trust

• Spark peer-to-peer conversations

• Build a referral engine


EmployeeAdvocacy

CustomerAdvocacy


The Flywheel Effect


The EmployeeFlywheel

Employees Become

Champions

Attract Talent & Business via

Employee Referrals

Focus onEngagement

Hire Great Talent


Companies With Highly Engaged Employees Outperform Competition by 202%

S o u r c e : D a l e C a r n e g i e


Your Organization Has Thousands of Websites,

Not Just One


O N B OA R D I N G G OA L S E T T I N G C O M M U N I C AT I O N

D AY 1

Map Your Employee LifecycleD e t a i l s m a t t e r


T E A M B U I L D I N G T E C H N O LO GY P R O G R E SS I O N

Map Your Employee LifecycleD e t a i l s m a t t e r

C O M P E N S AT I O N


Getting to Employee Advocacy

Priorit ize Communication

Employee Advocacy

Foster Engagement


Content shared by employees

receives 8X more

engagement than content

shared by brand

channels S o u r c e : N i e l s e n

8xOf consumers

are more l ike ly to buy f rom a company when

they hear about i t f rom someone they

t rustS o u r c e : N i e l s o n

77%Employees

co l lect ive ly have an

aud ience 10x larger than

brand channelsS o u r c e : C i s c o

10x

Employee Advocacy: Impact


The CustomerFlywheel

DelightCustomers

CustomerLoyalty

Win NewCustomers

New Customers via Referrals


Menus & Forms

WebsiteMessaging

PurchaseExperience

Post-SaleImplementation

Social MediaPresence

Blog Content& Assets

Email Drip Marketing

WebsiteDesign

What makes up theCustomer Experience?


I N T R O

Map Your Customer JourneyF r o m s t a r t t o fi n i s h

D I S C OV E RY S T R AT E GY P R O P O S A LD E M O


I N T R O

Map Your Customer JourneyF r o m s t a r t t o fi n i s h

D I S C OV E RY S T R AT E GY P R O P O S A LD E M O

Questions to Consider• What content are you sharing before, after and during your customer interactions?

• How well do you know your ideal customer profile – challenges, goals, buying cycles, etc

• How do they buy? What is their process, and how can you be helpful to them?


Getting to Customer Advocacy

Market & Sel l

Customer Advocacy

Deliver & Del ight


Customer Referral NetworksD r i v e c h a n n e l g r o w t h


EmployeeRelationship

CustomerRelationship

Growth through

Advocacy

Focus onEngagement

DelightCustomers

CustomerLoyalty

New Customers via Referrals

Employees Become

Champions

The Holy Grail

Attract Talent & Business via

Employee Referrals


Nail the experience, advocacy comes naturally. It keeps you accountable.

Be thoughtful – details matter.

Self-awareness is key.

Track results, iterate often.

Build up your people. Invest in their personal brands.

Key TakeawaysS o u n d b y t e s t o r e m e m b e r


Tom Tunguz – Redpoint Ventures

SaaStr Podcast

Harvard Business Review

Altimeter Group Reports

The Alliance by Reid Hoffman

Be So Good They Can’t Ignore You by Cal Newport

Recommended ReadingR e s o u r c e s t o c h e c k o u t


Thank You.Let’s Keep In Touch! Tweet @evanlewis_ Add me on LinkedIn Email [email protected]

Driving Growth Through Advocacy

Technology

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