SlideShare a Scribd company logo
1 of 22
Download to read offline
Supercharge your Sales
Process with Advocates
June 20, 2013
Mark Organ, CEO
@markorgan
mark@influitive.com
#advocates
2
Influitive helps
recruit,
mobilize and recognize
an
that
.
About Influitive
2013 Cool Vendor in
Social Marketing
3
The modern B2B company generates demand using
multiple means, featuring effective content
OutboundInbound
Advocate WOM
4
Advocate-generated content is highly relevant
Salespeople Colleagues & peers
Whose content are buyers more likely to trust?
5
Customer advocates drive the most efficient
buying process
Source: B2B company survey; Analyst materials; Influitive model
6
Your company is no longer in control of the
buying process!
75% 25%
0%
10%
20%
30%
40%
50%
60%
70%
2006 2010 2014F
Dependence on knowledgeable peers in the buying process (B2B software buyers)
Initiates
process
Initiates
contact
Purchase
complete
75% of buying process complete before B2B buying interacts with company!
7
You can drive customer advocate WOM
8
Referrals
Product reviewsBlog
comment
s
Advocacy lives across the customer lifecycle
ReferencesRetweets, lik
es, shares
Discover
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interview
s
Consider, Retain,
Inspire
Purchase
9
Well-executed advocate programs drive WOM
performance
The common elements of all advocate programs:
Tasks
Scores
Rewards &
recognition
10
11
12
Why do people advocate…?
It’s hard-wired into our brains!
Amygdala
Emotional
rewards
Orbitofrontal cortex
Judgment of relative
value – reciprocity –
social survival skills
13
1. Part of the Team
What Motivates Advocates?
14
What Motivates Advocates?
2. Measurable Impact
15
What Motivates Advocates?
3. Social Currency
16
EXTREME ADVOCATE PRODUCTIVITY
More than 4.3 activities per session!
Advocate-centered Comprehensive Self-service
Influitive’s unique approach to advocate programs
17
When customers market for you…
…beautiful things happen!
more customer
engagement, support and
content
55%
Value of user generated
content created by each
new advocate:
$135K
17 positive product comments
26 customer videos
500% more award submissions
18
Introducing – the Ektronauts!
19
Fred’s mission:
Develop customer
references and
testimonials that
accelerate the sales
cycle and enhance
Ektron’s reputation
in the marketplace.
Integrated advocate marketing at
20
500% increase
in award
submissions
26 customer videos
captured
in 2 days
17 positive
product reviews
on Quora
#1 search
result in
Google!
Integrated advocate marketing at
21
White paper/ebook
Speaking
engagements
SDR outreach
Referral
campaigns
Sharing the
content
Customer
testimonials
& case studies
Capture 50%+ market share in the HR
software space with astonishing speed
A seamless and integrated approach to demand
generation, with advocates at the core
Inbound Outbound
Marketing
element:
Advocate
engagement:
Supercharge your Sales
Process with Advocates
June 20, 2013
Mark Organ, CEO
@markorgan
mark@influitive.com
#advocates

More Related Content

What's hot

LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)Localogy
 
10 research findings of sales and social media
10 research findings of sales and social media10 research findings of sales and social media
10 research findings of sales and social mediaStudio 10 Design
 
Gain, Maintain, and Retain: Why the future of your brand is powered by trust
Gain, Maintain, and Retain: Why the future of your brand is powered by trustGain, Maintain, and Retain: Why the future of your brand is powered by trust
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
 
Webinar-1: Why Advocacy Marketing is important in today’s digital world?
Webinar-1: Why Advocacy Marketing is important in today’s digital world?Webinar-1: Why Advocacy Marketing is important in today’s digital world?
Webinar-1: Why Advocacy Marketing is important in today’s digital world?SOCXO
 
Liane Dietrich Opening Remarks at PMI NYC
Liane Dietrich Opening Remarks at PMI NYCLiane Dietrich Opening Remarks at PMI NYC
Liane Dietrich Opening Remarks at PMI NYCPerformanceIN
 
The 8 Types of Social Media Goals and How to Measure Them
The 8 Types of Social Media Goals and How to Measure ThemThe 8 Types of Social Media Goals and How to Measure Them
The 8 Types of Social Media Goals and How to Measure ThemRaven Tools
 
Four Critical Concepts You Must Embrace for App Success in 2015
Four Critical Concepts  You Must Embrace for App Success in 2015Four Critical Concepts  You Must Embrace for App Success in 2015
Four Critical Concepts You Must Embrace for App Success in 2015Mobtimizers
 
Stronger together: The new reality of consumers, brands & retailers united |...
 Stronger together: The new reality of consumers, brands & retailers united |... Stronger together: The new reality of consumers, brands & retailers united |...
Stronger together: The new reality of consumers, brands & retailers united |...Bazaarvoice
 
Optimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelOptimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelSKIM
 
Boobook presentation Oct27_2016 event - data driven innovation
Boobook presentation Oct27_2016 event - data driven innovationBoobook presentation Oct27_2016 event - data driven innovation
Boobook presentation Oct27_2016 event - data driven innovationNicole Huyghe
 
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016Changing perceptions, word of mouth & sampling - Key experiential stats for 2016
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016Because Creative Experiences
 
Service Thinking - Influencer Metrics
Service Thinking - Influencer MetricsService Thinking - Influencer Metrics
Service Thinking - Influencer MetricsLuca Di Cocco
 
How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...SKIM
 
Change in Customer Behavior Based on the Customer Experience
Change in Customer Behavior Based on the Customer ExperienceChange in Customer Behavior Based on the Customer Experience
Change in Customer Behavior Based on the Customer ExperienceKinesis CEM, LLC
 
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 1430065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14Ledger Bennett DGA
 
Site visits analysis for a glass factory
Site visits analysis for a glass factorySite visits analysis for a glass factory
Site visits analysis for a glass factorynoura alsuqour
 
A view of the customer experience through the consumer journey
A view of the customer experience through the consumer journeyA view of the customer experience through the consumer journey
A view of the customer experience through the consumer journeySKIM
 
Consumer Controlled Environments Have the Highest Engagement Levels
Consumer Controlled Environments Have the Highest Engagement LevelsConsumer Controlled Environments Have the Highest Engagement Levels
Consumer Controlled Environments Have the Highest Engagement LevelsFM Signal
 
Attribution and Affiliate Marketing: Where are We Now?
Attribution and Affiliate Marketing: Where are We Now?Attribution and Affiliate Marketing: Where are We Now?
Attribution and Affiliate Marketing: Where are We Now?Affiliate Summit
 

What's hot (20)

LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
 
10 research findings of sales and social media
10 research findings of sales and social media10 research findings of sales and social media
10 research findings of sales and social media
 
Gain, Maintain, and Retain: Why the future of your brand is powered by trust
Gain, Maintain, and Retain: Why the future of your brand is powered by trustGain, Maintain, and Retain: Why the future of your brand is powered by trust
Gain, Maintain, and Retain: Why the future of your brand is powered by trust
 
Infographic - Modern CX
Infographic - Modern CXInfographic - Modern CX
Infographic - Modern CX
 
Webinar-1: Why Advocacy Marketing is important in today’s digital world?
Webinar-1: Why Advocacy Marketing is important in today’s digital world?Webinar-1: Why Advocacy Marketing is important in today’s digital world?
Webinar-1: Why Advocacy Marketing is important in today’s digital world?
 
Liane Dietrich Opening Remarks at PMI NYC
Liane Dietrich Opening Remarks at PMI NYCLiane Dietrich Opening Remarks at PMI NYC
Liane Dietrich Opening Remarks at PMI NYC
 
The 8 Types of Social Media Goals and How to Measure Them
The 8 Types of Social Media Goals and How to Measure ThemThe 8 Types of Social Media Goals and How to Measure Them
The 8 Types of Social Media Goals and How to Measure Them
 
Four Critical Concepts You Must Embrace for App Success in 2015
Four Critical Concepts  You Must Embrace for App Success in 2015Four Critical Concepts  You Must Embrace for App Success in 2015
Four Critical Concepts You Must Embrace for App Success in 2015
 
Stronger together: The new reality of consumers, brands & retailers united |...
 Stronger together: The new reality of consumers, brands & retailers united |... Stronger together: The new reality of consumers, brands & retailers united |...
Stronger together: The new reality of consumers, brands & retailers united |...
 
Optimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelOptimizing the OMNI in Omnichannel
Optimizing the OMNI in Omnichannel
 
Boobook presentation Oct27_2016 event - data driven innovation
Boobook presentation Oct27_2016 event - data driven innovationBoobook presentation Oct27_2016 event - data driven innovation
Boobook presentation Oct27_2016 event - data driven innovation
 
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016Changing perceptions, word of mouth & sampling - Key experiential stats for 2016
Changing perceptions, word of mouth & sampling - Key experiential stats for 2016
 
Service Thinking - Influencer Metrics
Service Thinking - Influencer MetricsService Thinking - Influencer Metrics
Service Thinking - Influencer Metrics
 
How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...
 
Change in Customer Behavior Based on the Customer Experience
Change in Customer Behavior Based on the Customer ExperienceChange in Customer Behavior Based on the Customer Experience
Change in Customer Behavior Based on the Customer Experience
 
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 1430065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14
30065 state of enterprise b2 b infographic aw rgb v1 int 24 07 14
 
Site visits analysis for a glass factory
Site visits analysis for a glass factorySite visits analysis for a glass factory
Site visits analysis for a glass factory
 
A view of the customer experience through the consumer journey
A view of the customer experience through the consumer journeyA view of the customer experience through the consumer journey
A view of the customer experience through the consumer journey
 
Consumer Controlled Environments Have the Highest Engagement Levels
Consumer Controlled Environments Have the Highest Engagement LevelsConsumer Controlled Environments Have the Highest Engagement Levels
Consumer Controlled Environments Have the Highest Engagement Levels
 
Attribution and Affiliate Marketing: Where are We Now?
Attribution and Affiliate Marketing: Where are We Now?Attribution and Affiliate Marketing: Where are We Now?
Attribution and Affiliate Marketing: Where are We Now?
 

Viewers also liked

Grow talks presentation final
Grow talks presentation finalGrow talks presentation final
Grow talks presentation finalMark Organ
 
Acton case study-final
Acton case study-finalActon case study-final
Acton case study-finalMark Organ
 
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014Mark Organ
 
Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5Mark Organ
 
The Yelpification Effect: How to get Your Advocates Talking About You!
The Yelpification Effect: How to get Your Advocates Talking About You!The Yelpification Effect: How to get Your Advocates Talking About You!
The Yelpification Effect: How to get Your Advocates Talking About You!Mark Organ
 
Body image and the media 1
Body image and the media 1Body image and the media 1
Body image and the media 1sushi35
 
Body image and the media 1
Body image and the media 1Body image and the media 1
Body image and the media 1sushi35
 
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynote
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynoteHow to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynote
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynoteMark Organ
 
How to systematically create a 'transformative empire' multi billion dollar c...
How to systematically create a 'transformative empire' multi billion dollar c...How to systematically create a 'transformative empire' multi billion dollar c...
How to systematically create a 'transformative empire' multi billion dollar c...Mark Organ
 
Influitive's management and leadership lessons for the lab
Influitive's management and leadership lessons for the labInfluitive's management and leadership lessons for the lab
Influitive's management and leadership lessons for the labMark Organ
 
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS CategoryPlay By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS CategoryMark Organ
 
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...Mark Organ
 

Viewers also liked (14)

20121 sicf0109913 1
20121 sicf0109913 120121 sicf0109913 1
20121 sicf0109913 1
 
Grow talks presentation final
Grow talks presentation finalGrow talks presentation final
Grow talks presentation final
 
Acton case study-final
Acton case study-finalActon case study-final
Acton case study-final
 
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014
How to Build a Billion Dollar SaaS Category - Achievers Tech Talks Feb 2014
 
20111 sicm019411 3
20111 sicm019411 320111 sicm019411 3
20111 sicm019411 3
 
Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5
 
The Yelpification Effect: How to get Your Advocates Talking About You!
The Yelpification Effect: How to get Your Advocates Talking About You!The Yelpification Effect: How to get Your Advocates Talking About You!
The Yelpification Effect: How to get Your Advocates Talking About You!
 
Body image and the media 1
Body image and the media 1Body image and the media 1
Body image and the media 1
 
Body image and the media 1
Body image and the media 1Body image and the media 1
Body image and the media 1
 
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynote
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynoteHow to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynote
How to Create a Billion$ Category - Mark Organ's Dreamforce 2013 keynote
 
How to systematically create a 'transformative empire' multi billion dollar c...
How to systematically create a 'transformative empire' multi billion dollar c...How to systematically create a 'transformative empire' multi billion dollar c...
How to systematically create a 'transformative empire' multi billion dollar c...
 
Influitive's management and leadership lessons for the lab
Influitive's management and leadership lessons for the labInfluitive's management and leadership lessons for the lab
Influitive's management and leadership lessons for the lab
 
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS CategoryPlay By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
 
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...
Mark Organ presentation on disruptive marketing technology for IHR 2013 confe...
 

Similar to Supercharge your sales process with advocates! (influitive)

The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews LinkedIn
 
Advocate Marketing Explained
Advocate Marketing ExplainedAdvocate Marketing Explained
Advocate Marketing ExplainedBrian Gladstein
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaMatt Weeks
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaGrant Bentley
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaWilliam Mathurai
 
How Organizations Can Focus Sales for Maximum Impact
How Organizations Can Focus Sales for Maximum ImpactHow Organizations Can Focus Sales for Maximum Impact
How Organizations Can Focus Sales for Maximum ImpactOpenView
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand GenEusebioDelaPena
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand GenFrankAliyar
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand GenGlennEndriga
 
Live Webinar- Financial Professionals and the Future of Social Media and Thou...
Live Webinar- Financial Professionals and the Future of Social Media and Thou...Live Webinar- Financial Professionals and the Future of Social Media and Thou...
Live Webinar- Financial Professionals and the Future of Social Media and Thou...LinkedIn
 
How Top Sales Teams Leverage LinkedIn for Social Selling
How Top Sales Teams Leverage LinkedIn for Social SellingHow Top Sales Teams Leverage LinkedIn for Social Selling
How Top Sales Teams Leverage LinkedIn for Social SellingLinkedIn Sales Solutions
 
From Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaFrom Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaGabrielle Retcho, Digital Marketer
 
Marketing Automation - Beyond Customer Acquisition
Marketing Automation - Beyond Customer AcquisitionMarketing Automation - Beyond Customer Acquisition
Marketing Automation - Beyond Customer AcquisitionAct-On Software
 
The Role of Transparency & Authenticity in Building a Trusted Brand
The Role of Transparency & Authenticity in Building a Trusted BrandThe Role of Transparency & Authenticity in Building a Trusted Brand
The Role of Transparency & Authenticity in Building a Trusted Brandahadden
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand GenAsad Haroon
 
State of scientific purchasing webinar
State of scientific purchasing webinarState of scientific purchasing webinar
State of scientific purchasing webinarFrank Barker
 
Buzzmetrics Social Listening
Buzzmetrics Social ListeningBuzzmetrics Social Listening
Buzzmetrics Social ListeningVũ Văn Hiển
 
Adapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsAdapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsScott Salkin
 

Similar to Supercharge your sales process with advocates! (influitive) (20)

The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
 
Advocate Marketing Explained
Advocate Marketing ExplainedAdvocate Marketing Explained
Advocate Marketing Explained
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
How Organizations Can Focus Sales for Maximum Impact
How Organizations Can Focus Sales for Maximum ImpactHow Organizations Can Focus Sales for Maximum Impact
How Organizations Can Focus Sales for Maximum Impact
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand Gen
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand Gen
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand Gen
 
Live Webinar- Financial Professionals and the Future of Social Media and Thou...
Live Webinar- Financial Professionals and the Future of Social Media and Thou...Live Webinar- Financial Professionals and the Future of Social Media and Thou...
Live Webinar- Financial Professionals and the Future of Social Media and Thou...
 
How Top Sales Teams Leverage LinkedIn for Social Selling
How Top Sales Teams Leverage LinkedIn for Social SellingHow Top Sales Teams Leverage LinkedIn for Social Selling
How Top Sales Teams Leverage LinkedIn for Social Selling
 
From Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaFrom Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social media
 
Marketing Automation - Beyond Customer Acquisition
Marketing Automation - Beyond Customer AcquisitionMarketing Automation - Beyond Customer Acquisition
Marketing Automation - Beyond Customer Acquisition
 
The Role of Transparency & Authenticity in Building a Trusted Brand
The Role of Transparency & Authenticity in Building a Trusted BrandThe Role of Transparency & Authenticity in Building a Trusted Brand
The Role of Transparency & Authenticity in Building a Trusted Brand
 
Social Media B2B Demand Gen
Social Media B2B Demand GenSocial Media B2B Demand Gen
Social Media B2B Demand Gen
 
TrustpilotB2BeGuide
TrustpilotB2BeGuideTrustpilotB2BeGuide
TrustpilotB2BeGuide
 
Pitch You Sales Deck
Pitch You Sales DeckPitch You Sales Deck
Pitch You Sales Deck
 
State of scientific purchasing webinar
State of scientific purchasing webinarState of scientific purchasing webinar
State of scientific purchasing webinar
 
Buzzmetrics Social Listening
Buzzmetrics Social ListeningBuzzmetrics Social Listening
Buzzmetrics Social Listening
 
Adapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsAdapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New Dynamics
 

Recently uploaded

Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 

Recently uploaded (20)

Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 

Supercharge your sales process with advocates! (influitive)

Editor's Notes

  1. Influitive is the advocate marketing company. Our AdvocateHub app makes it easy for marketers to recruit, mobilize and recognize an army of customer advocates that support marketing campaigns, refer new clients and help close deals faster.
  2. My fellow presenter Aaron Ross has a terrific framework for demand generation, and I encourage you to go to his site at predictablerevenue.com and learn more about it . He divides up the universe of demand generation approaches into three categories: Advocate word of mouth, which he calls “seeds”, Inbound, which are “nets” and Outbound, called “spears”.Nets are your marketing leads, such as internet marketing, events, webinars, white papers, advertising and the like.  You’re casting a wide net, so this is about “quantity over quality”.   Pros: Easy to generate lots of leads, some kinds of marketing programs are scalable, you can generate leads from everlasting content, highly measurable.  There are ways to generate leads at almost no cost. Cons: Not sure what will work, most leads aren’t a fit, low conversion rates, mostly individuals / small businesses, small order sizes, a lot of cost and effort to build, optimize and maintain.The best way to grow your “Nets leads” is usually through an Inbound Marketing Program (more details to come about how to do this coming this summer).  In a typical program, you create content that people appreciate (be it Educational, Entertaining and/or Experiential) and share it with partners who have already have audiences relevant to what you do, through for example, guest blogs, ebooks, webinars or events.  The idea is that the right people love your great content and come back to you for more and more…and eventually purchase something.    When you have salespeople or business development people reaching out to specific targets, lists or kinds of companies…these are Spears.  It’s a specific, targeted approach, driven by a human, with a goal of “quality over quantity”.Seeds are word of mouth leads, usually from prior relationships or happy customers.  No matter who you are, Seeds are the best leads you can generate. Pros: Highly profitable, word of mouth leads are the fastest to close and have the highest win rates.  There’s nothing better!  Cons: According to Aaron Ross, ,It’s almost impossible to proactively grow them.  You just have to do your best and be patient.I am going to show you how you can proactively generate more of these amazing leads, predictably and reliably, by building a powerful advocate program. First, let’s spend some time understand the amazing people who generate these leads for us, the advocates. What makes them tick?
  3. It is easy to understand why advocates are effective – because your buyers are much more likely to trust them. But it goes deeper than that – the content that they create is much more relevant to the buyers, for several reasons. Let’s go through a few standard questions:The WHO – your customer advocates are seen as trustworthy, as they are a lot more impartial than sales and marketing people.The WHAT – the content they disseminate is based on their experience so it trusted.The WHERE – the content they create is available at the point of where a buyer wants to learn more about how your solution can help themThe WHY – advocates want to see their favorite company and products succeed – and they also want their colleagues and peers to benefit. They believe that they are doing the world a favor by their advocacy.Think about the last time when you had a really satisfying buying experience. I would bet that at least 80% of you had a lot of advocacy around that purchase, whether it was a referral on the way in, the ideal case study in the middle or the perfect reference at the end which made you breathe easier about signing on the dotted line.
  4. With that in mind, it makes sense that buying processes are a lot more efficient when there are advocates heavily involved in them. Our analysis has shown, corroborating the personal expeirence of many on this call, that for a referral lead, the sales cycle is much shorter whereas the probability of winning and the order size are significantly higher. When we have people that we trust recommending a solution to us, our perception of fear goes down and we feel more confident in making a rapid and sizeable purchase decision. One of the more interesting things that we have found is that customers who grew from seeds – by advocate word of mouth – are much more likely to become advocates themselves. It’s as if that advocacy is a fortuitious virus, legitimizing the propagation of this behavior. I saw this recently when visiting my 6yo daughter’s favorite frozen yogurt shop, Menchie’s, which has an advocate wall, full of artwork that the kids make celebrating their chosen frozen confection. My daughter spent the rest of the afternoon making Menchie’s art – her advocacy center in the brain was triggered by seeing other advocacy. We’ll be talking more about the neurosicence of advocacy in a few minutes.
  5. It’s a good thing that customer advocates drive an efficient buying process because that process is totally out of your control now. A very high proportion of the buying process is done before your buyer interacts with your company, especially with your sales reps. The cost and time for buyers to connect with highly knowledgable peers is rapidly heading toward zero, and as a result they are depending more and more on them to make purchase decisions. In this type of environment, you somehow need to get these highly credible and effective advocates to communicate a lot more with your prospective buyers. Since these advocates are so effective and do not require a base salary, it makes sense that the advocate leaders are typically the category leaders.It’s too bad that Aaron Ross says that as wonderful as advocate marketing is, we have to patiently wait for the seeds to deposit thmeselves on our field. But is that really true? Is there nothing we can do to create more of these wonderful leads and opportunities?
  6. We firmly believe that you CAN create customer word of mouth, consistently. The fan in this photo is a metaphor for the modern advocate program, which focuses on providing a much better experience for the advocate, which in turn drives high levels of advocate productivity. I’m going to show you how to build your own advocate program, the essential components of it, and a little on how we do it here at Influitive. And where advocate programs fit in with the inbound and outbound components of your go-to-market approach, your nets and spears.
  7. In the earlier waterfall chart, I focused on one of my favorite advocate acitivities – referral lead generation. But that is not all that they can do. They get involved throughout the customer lifecycle in multiple ways. They work hard for you to increase revenue and reduce your cost of sales.Xactly more than tripled the number of product reviews to land on top of the AppExchange category, driving massive sales increases. They are now well on their way to an IPOEktron has an army of advocates on blog comments, Quora and LinkedIn passionately defending their brand and attacking others.Act-On generated over $500K of revenue from referral leads in December alone sourced through advocates.We have several of our customers who plan their product roadmap and marketing calendar based on input from advocates.There is no limit to what advocates can do if you provide them the experience that they want.
  8. So what is an advocate program? They are actually quite simple, and in their basic form they’ve been around for more than 20 years. They used to be called reference programs when they were focused mainly on getting customer references and site visits. They involve having tasks for advocates to do, then some form of points for those activities and then rewards and recognition that are driven by the scores. By luck, accident or design, video games have the same basic structure and they have been very effective at addicting the young and old, by hacking into their need for feedback, action and achievement.
  9. This is Influitive’s advocate program, and you can see the same elements. On left hand side you can see tasks like referrals, case study data, content generation and more. On the right, you can see points, levels, badges, achieveents and rewards. You can also see part of the leaderboard, which drives achievement and competition.
  10. Drilling down to a referral challenge, you can see some other important game mechanics and behavior hacks. The advocate player can see how many other people have done the challenge, including some people that he/she knows. They also get served up with some recommended people to refer, to jog their memory. This is an important hack for maximizing referral behavior.
  11. Referral activity is a high-order process that involves both emotional and logical components. People refer because it feels good (emotional) and drives long-term survival value (logical). This process engages some of the most high-order circuitry in the brain, used to judge the relative value of objects and people. Reciprocal behavior deeply engages this area. Referrals also feel good – probably because survival value is enhanced when successful referrals are made. The “reptilian brain” of simple reward association is not heavily engaged. So the typical process of paying people for referrals is not effective. In fact, the conflation between social and economic value may result in lower levels of productivity.
  12. So what is advocate marketing and why are we talking about it’s impact on Lead to revenue management? I’ll give you the definition, but as you know, a picture is worth a thousand words. And this picture, submitted to us by our customer Ektron, really shows it off. You can see that there are four gentlemen here proudly posing for a picture under their hand-carved sign which says “The Ektronauts” They are clearly power users of Ektrons web content management system. They love the product. But more than that, they are proudly declaring it to the world with a hand carved sign. Now as crazy as that may sound – every company has Ektronauts, people that believe passionately in their vendor’s mission, vision and products. They just need to be found and given a platform. Advocate marketing captures this enthusiasm of fans, evangelists and promoters – increasingly grouped together as "advocates" - and turns it into a powerful force for igniting business.  For the B2B companies that we focus on at Influitive, advocate marketing not only generates more leads directly through referrals, but accelerates revenue generation through every other marketing and sales channel.  It's this force-multiplier effect that makes advocate marketing so exciting, being embraced by forward-thinking marketing leaders.  And now over to Lori Wizdo from Forrester, who is one of those forward-thinking marketing leaders, to provide her insights on Advocate Marketing.
  13. So let’s discuss an integrated demand generation campaign looks like, with your seeds, nets and spears working in perfect coordination. At Influitive, we have decided that the HR software space is a perfect fit for our ideas and technology, and have set a goal to capture 50% of the companies in this segment over the next year. We are currently ahead of plan, and I want to tell you how we are doing it. And if you are a marketing or sales professional in the HR software and services space, and are listening to this talk, then you should email me so you can see what is taking this space by storm!We launched the campaign with advocate marketing as we typically do, because it is most powerful. One of our advocates got me in to a key conference for HR software marketers, influenceHR, as a keynote speaker. There I presented some original material, essentially a spoken white paper. The talk goes up on Slideshare where our advocates share, comment, vote it up. At the same time we are producing case studies and testimonials from companies in the targeted space, and using those in our outbound demand generation campaigns. And the whole time we have focused referral campaigns happening in our VIP AdvocateHub, specifically identifying companies in the space as great targets for us. When our sales reps meet with the targeted companies, they are welcomed as peers in the boardroom, not vendors in the hallway, because of their deep domain knowledge and relationships – all facilitated and supported by a powerful advocate program.Just like a modern military, the marketing general wins by coordinating their forces in the most synergistic way. Advocates should be at the core of the campaign – what does not go better with happy customers shouting your value from the rooftops? The way to build and mobilize your advocate army is with an advocate program, and I strongly believe that everybody listening to this presentation should have a plan on creating one.