Transform Customers Into Your Most Powerful Marketing AssetYour first look at The Advocate Marketing Playbook, the senior marketer’s blueprint for building a successful advocate marketing program

CRAIG ROSENBERG@funnelholicCo-founder of sales and marketing consulting and advisory firm TOPO

FEATURING:

JIM WILLIAMS@influitiveVP of Marketing at Influitive, the advocate marketing experts

Thursday, September 5 at 1 p.m. EDT / 10 a.m. PDT

Tweet about this webinar: #advocatemktg

What’s an advocate?

They may not do this…

But they will do this…

Referrals

Product reviewsContent distribution

ReferencesSocial promotion

Media interviews

User groups

Product surveys

Customer Advisory Boards

Analyst briefings

Product reviews account for 47% of all referrals

to tech B2B sites

75% of the buying process is complete

before a B2B prospect contacts a company

60% of tech B2B customers search for peer testimonials on products

Tech evangelists refer business equal to 45% of the money they spend

ification of B2B

#advocatemktg

Part 1: Your introduction to advocate marketing

Part 2: Laying the foundation for a world-class advocate marketing program

Part 3: From planning to identifying and onboarding advocates

Part 4: Engaging and rewarding your advocates

Part 5: Tracking and analyzing the results of your advocate marketing program

The Advocate Marketing Playbook

#advocatemktg

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5 steps to building a successful

advocate marketing program

Have a plan

Tie advocate marketing to business objectives:• Pipeline growth• Sales acceleration• Lead gen• Customer

satisfaction• Brand perception

#advocatemktg

Break it down

30% increase in referral leads5 new customer videos24 hour SLA on reference requests30% more product reviews

#advocatemktg

Who are your advocates?

#advocatemktg

Customers and

prospects

Employees and alumni

Partners

Investors

Client services

Product manageme

nt

Community marketing

Sales

Executive suite

Demand gen

Advocacy stakeholders surround you

Advocate motivation

Status Access Power Stuff

What advocate marketing is not…

#advocatemktg

Xactly’s 2012 Salesforce Customer Choice Award

More than 80% of the customer activity leading to Xactly’s 2012 Customer Choice award was driven through Influitive.

Measuring Advocate Marketing

Strategic:– Sourced Revenue– Sales cycle– Leads

Tactical:– Traffic– Content– Cost offsets

Operational:– Advocate pipeline– Engagement

’s Return on Advocacy

Professional Development

ContentDevelopment

Research

Increased engagement leads to continued increase in valueWe nurture our

advocates, grow our relationships with them, and learn from them.

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Act-On’s amazing referral engine

200+referrals

$180,000 pipeline

5% conversion rate

“The biggest untapped resource is your existing customer base.” Jeff Linton, Act-On

$80,000(Closed)

In 6 months, Act-On’s referral program drove $180K in pipeline

CMO

The Advocate Marketing Manager wears many hats (and looks great doing it)

• Passionate about customers

• Online community management experience

• Social media savvy

• Strong communicator

• Thinks outside the box

• Analytical skills

Part 1: Your introduction to advocate marketing

Part 2: Laying the foundation for a world-class advocate marketing program

Part 3: From planning to identifying and onboarding advocates

Part 4: Engaging and rewarding your advocates

Part 5: Tracking and analyzing the results of your advocate marketing program

The Advocate Marketing Playbook

#advocatemktg

Questions? Don’t be shy