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Driving Growth Through Advocacy
Evan Lewis | @evanlewis_Director of Sales, PostBeyond Inc.
GrowCampMarch 10th, 2017
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FACT:
We Live In A Referral-Driven
World
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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
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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
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91% of B2B buyers are influenced by word-of-mouth
when making their buying decision.
S o u r c e : U S M
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FACT:
You Want To Grow Your Startup
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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?
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You Need To Get People Talking.
You Need Advocacy.
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ADVOCACY
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AdvocacyDrives Growth• Amplify brand reach and trust
• Spark peer-to-peer conversations
• Build a referral engine
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EmployeeAdvocacy
CustomerAdvocacy
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The Flywheel Effect
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The EmployeeFlywheel
Employees Become
Champions
Attract Talent & Business via
Employee Referrals
Focus onEngagement
Hire Great Talent
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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
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Your Organization Has Thousands of Websites,
Not Just One
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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
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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
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Getting to Employee Advocacy
Priorit ize Communication
Employee Advocacy
Foster Engagement
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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
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The CustomerFlywheel
DelightCustomers
CustomerLoyalty
Win NewCustomers
New Customers via Referrals
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Menus & Forms
WebsiteMessaging
PurchaseExperience
Post-SaleImplementation
Social MediaPresence
Blog Content& Assets
Email Drip Marketing
WebsiteDesign
What makes up theCustomer Experience?
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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
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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?
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Getting to Customer Advocacy
Market & Sel l
Customer Advocacy
Deliver & Del ight
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Customer Referral NetworksD r i v e c h a n n e l g r o w t h
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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
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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
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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
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Thank You.Let’s Keep In Touch! Tweet @evanlewis_ Add me on LinkedIn Email [email protected]
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