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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
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
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
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
The Research

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

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

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
Marc Benioff’s Greatest Technology

H2H
(Human to Human)

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
Yelpification and The Age Of Advocacy
What’s an advocate?
More: One that makes a
non-financial investment in
your company.
Yelpification and The Age Of Advocacy
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
Why do we advocate?
Advocate motivation
Status

Access

Power

Stuff
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
MEASURING

RECOGNIZING
& REWARDING

ENGAGING

IDENTIFYING &
ONBOARDING

PLANNING

5 steps to building a successful
advocate marketing program
The Advocate Marketing Playbook

#advocatemktg
Questions?

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Yelpification and The Age Of Advocacy

  • 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
  • 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
  • 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?
  • 23. MEASURING RECOGNIZING & REWARDING ENGAGING IDENTIFYING & ONBOARDING PLANNING 5 steps to building a successful advocate marketing program
  • 24. The Advocate Marketing Playbook #advocatemktg

Editor's Notes

  1. McKinsey: “A recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than is a low-impact recommendation”Gallup: “To acquire new customers … get existing customers to engage their social networks on your behalf.”Nielsen: Most trusted sources in Advertising: “Recommendations from people I know “– 92%“”Sirius: Senior leaders …consider information from peers … an important resource at every stage of buying. “”
  2. Social sharingSurveysReference callsReferralsReviews..list goes onSpeaking opportunitiesUser groupsIn just 90 days... 3 product review... 12 social shares per month... 9 survey responses... 1 referral
  3. Status – bragging rights, publically more known than others(press and speaking opportunities) you brag on their behalf (eg. Leaderboard)Access – batphone to executive Power – impact, control over others, make decisions on behalf of others (affect roadmap)Stuff - $ Scale is from economical to heavy investment
  4. http://us.fotolia.com/id/56781008Image
  5. #5 – five steps/pillars
  6. Slide #15 - playbook