1. FEATURING:
Bill Lee
JIM WILLIAMS
@bill_lee
bill@lee-consulting-group.com
@influitive
jim@influitive.com
Author of “The Hidden Wealth of
Customers”, (Harvard Business
Review Press) and President of
the Summit on Customer
Engagement (February 2526, 2014)
VP of Marketing at
Influitive, the advocate
marketing experts
Tweet about this webinar: #advocatemktg

2. About Bill Lee
When it comes to developing high-impact customer
relationships, I found out very quickly that all roads on that issue
lead to Bill Lee."
Jackie Breiter, Vice President, Customer Success and Flagship
Program, CA Technologies
There's really nothing I've seen like it in the
country.”
Lisa Arthur, CMO, Teradata Applications
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
The most insightful business book
I’ve read this year.
Dorie Clark, Forbes Online

3. Clients
We provide educational, research and
consulting services to leading firms, both
large and small.
"The value was unbelievable. If we'd had this knowledge
when we first started, we'd be in a better place today.”
Vicki Cooney, VP Market Development, AmerisourceBergen
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

4. 2014’s Most Important Reality
Buyers want—and increasingly expect—
to hear from their peers
before they purchase.
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

5. The Research
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

6. The “Yelpification” of Everything
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

7. The Yelpification of Big Law
"OTHER WAYS OF SELECTING COUNSEL JUST
DON'T HAVE THE SAME RELIABILITY AND LEVEL
OF INSIGHT.”
Bob Marin, General Counsel, Panasonic North
America.
“72% of general counsel said that they will be
migrating a larger percentage of work away
from white-shoe firms”.
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

8. Filling The Gap
Growth
Buyer’s Conversations:
Directly With Their Peers
For this ^
The 4
Pillars
Buyer’s are
bypassing this >
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
I.
II.
III.
Learn HOW
BUYERS
BUY.
Get
THEGAP
RIGHT
CUSTOMERS
into these
conversations.
Create
MORE
CONVERSA
TIONS.
IV.
Allow what
you learn
to CHANGE
YOU.
Traditional Marketing Communications:
Advertising, PR, Marcom, Lead Gen, Social Media
Stagnation

9. Marc Benioff’s Epiphany
Our customers are:
– More credible to buyers
– More persuasive to buyers
– More empathetic to buyers
– More interesting to buyers
– Better able to understand their needs
… than we are.
And there’s a lot more of them.
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

10. Marc Benioff’s Epiphany
• “Let your customers drive
innovation.”
• “Energize your customers into
a million-member sales team”.
• [What two marketing approaches lead most directly to sales?]
“The word-of-mouth phenomenon of customers
sharing their success stories with their peers.”
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

11. Marc Benioff, CEO, Salesforce.com
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

12. Marc Benioff’s Greatest Technology
H2H
(Human to Human)
bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee

14. What’s an advocate?

15. More: One that makes a
non-financial investment in
your company.

17. What does an advocate do for
YOU…
Content
distribution
Product reviews
References
User groups
What does an advocate do for
YOU…
Analyst
briefings
Product
surveys
Customer
Advisory
Boards

18. Why do we advocate?

19. Advocate motivation
Status
Access
Power
Stuff

23. MEASURING
RECOGNIZING
& REWARDING
ENGAGING
IDENTIFYING &
ONBOARDING
PLANNING
5 steps to building a successful
advocate marketing program

24. The Advocate Marketing Playbook
#advocatemktg

25. Questions?