HARD WON LESSONS ON ADVOCACY FROM CATEGORY CREATION
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MARK ORGAN, @markorganINFLUITIVE, @influitive
I’m a serial entrepreneur and lead a global team of 140 people at a Toronto-based startup: Influitive
Influitive helps B2B marketers expand brand reach, accelerate sales, and grow revenue by mobilizing their army
of customer advocates.
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300+ customers
$50M+ Raised from top-tier
Investors
140+Employees around
the world
A little bit about Me
However, Influitive isn’t my first rodeo…I also started another company called
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I learned a lot… made a lot of mistakes
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WHAT DO THESE HAVE IN COMMON?
All “transformative empires” – aka Multi Billion Dollar Category Creators
Is there a repeatable growth framework for creating a ‘Transformative Empire’? (aka MB$CC)
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CATEGORY CREATION: DISCOVER THE UNDERSERVED HERO. BET ON THEIR TRANSFORMATION
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The underserved hero/ aka the “fringe”1 Underlying trend(s)
levitate the hero2 Underserved herobecome mainstream3
TESLA: PERFORMANCE, GREEN AND ELEGANT
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The underserved hero/ aka the “fringe”1 Underlying trend(s)
levitate the hero2 Underserved herobecome mainstream3
Car charging stations
SALESFORCE: NO SOFTWARE, POWER TO THE SALES MGR MASSES
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The underserved hero/ aka the “fringe”1 Underlying trend(s)
levitate the hero2 Underserved herobecome mainstream3
ELOQUA: TOOLS AND RESPECT FOR THE DEMAND GEN LEADER
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The underserved hero/ aka the “fringe”1 Underlying trend(s)
levitate the hero2 Underserved herobecome mainstream3
INFLUITIVE: SYSTEMATIC SOCIAL PROOF - ADVOCATE MARKETING
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The underserved hero/ aka the “fringe”1 Underlying trend(s)
levitate the hero2 Underserved herobecome mainstream3
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S
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Customer success is the bedrock on which everything is built
ADVOCATES IMPACT EACH STAGE OF THE CUSTOMER LIFECYCLE
Awareness Research & Comparison Selection & Purchase Experience Retention & Loyalty Advocacy
Increase Trust
Suspect Lead Prospect Customer Active Customer Advocate
Best Customer Lifecycle
Typical Customer Lifecycle
References
Shorter Sales Cycle
Higher Contract Size
Events
Participate in Forum
Conversations
Improve Search Results
Generate Customer Stories
& Share
Case Studies
Reviews
Word of Mouth
Mentorship
Direct Product Feedback
Community Support & Best Practices
Beta Testers
☺ + = $☺
Deeper Engagement
Creates Better Product
Drives ValueIncrease Speed of Awareness
Share Stories
Drive Referrals
Social Media
Sales Customer Experience
AND THEY ARE BETTER, FASTER AND CHEAPER AT IT
Build a team of advocates within your company
Value and Experience for Employees
Value and Experience for Customers
And it seems to be working!
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MAKE ADVOCACY PART OF YOUR OPERATING SYSTEM - THE BEST PROXY FOR CUSTOMER VALUE
MOBILISE ADVOCATES WITH A DEDICATED COMMUNITY
1) Build fundamental value for your customer
2) Leverage them in all you do
3) Build advocates within your company
4) Make advocates part of your operating system
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Thank you! Questions?
MARK ORGAN, @markorganINFLUITIVE, @influitive
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