Advocacy Advantage: Austin

Jim Williams
VP of Marketing, Influitive
3

4
Today’s Agenda
2:00PM Opening Remarks with Jim Williams, Influitive
2:30PM Customer Advocacy: Its Impact on Demand Creation with Jen Horton, SiriusDecisions
3:05PM Advocacy & Pipeline with Amy Bills, Blackbaud
3:30PM Networking Break
4:10PM Kevin Magnum, Starr Conspiracy
4:35PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
5:00PM Closing Remarks
5:10PM Networking and Appetizers
#advocacyadv

7
Has marketing hit a wall?!
#advocacyadv

8
!
79% leads never
convert to sales
68% believe content
strategies are ineffective
64% don’t trust
company information
Marketers are missing their targets
#advocacyadv

Your buyers have evolved
skeptical. wary. peer-driven.
10
92% that trust recommendations from peers, not brands
Sources: Nielson
#advocacyadv

Self-ish Marketing
• Company talking about itself
• Pushing products
• Handful of go-to references
• Companies controlling the brand
• NOISE
Advocate Marketing
• Customers raving in public
• Building lifetime relationships
• Army of advocates
• Brands built by customers
• Cut through the noise
to
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Maybe it’s time for a new model
#advocacyadv

3,900%growth in referred pipeline
12
Crowd source revenue
#advocacyadv

13
225Authentic customer
reviews
Build new categories...
#advocacyadv

22points higher than the
average NPS score
14
Differentiate on customer delight
#advocacyadv

the best spark a
movement
powered by a
groundswell of advocates
15 #advocacyadv

It becomes a strategic imperative
16
A central organizing
principle
embedded in the fabric
of the company
Human
experience
authentic, deeply
personalized, sense of
community
Everywhere
advocacy happens
persistent engagement of
100s to 1000s of advocates
#advocacyadv

Access Power
17
Status Belonging
Driven by social triggers
#advocacyadv

Where’s the customer in your
marketing strategy?
20

Jennifer Horton
Senior Research Director, SiriusDecisions
22

23 © 2016 SiriusDecisions. All Rights Reserved@jenhorton @lisanakano
#SDSummit
#SDSummit
May 26, 2016
Customer Advocacy:
Its Impact on Demand
Creation
Jen Horton
Sr. Research Director
@jenhorton
Lisa Nakano
Research Director
@lisanakano

#SDSummitIntuitively…You Know It’s Good
#advocacyadv

#SDSummitExecutive Summary
• Key issues
• Customer experience is the largest driver of b-to-b buying decisions, yet its impact is often
ignored when planning demand creation objectives
• Demonstrating advocacy’s impact on demand creation justifies investments in advocacy
and lends more precision to demand modeling
• Marketers that account for customer advocacy’s impact are better able to design demand
creation programs that meet pipeline and revenue targets
• What you will walk away with
• An understanding of advocacy’s impact on Demand Waterfall® efficiency
• Our view of how to quantify advocacy’s impact on demand creation performance
• Examples of how companies account for advocacy’s impact
#advocacyadv

#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
26@jenhorton @lisanakano
Customer Advocacy – Demand Creation Opportunity
Leveraging positive experiences of successful customers creates
building blocks for demand creation.
B-to-B Buying Cycle
EDUCATION
SOLUTION
SELECTION
The aggregation of activities
where customers share their
positive experiences with your
brand such as:
• Case studies
• Sales references
• Video testimonials
• Social sharing
• Community discussions
• Influencer relations
Customer Lifecycle
DELIVER INITIATE
DEVELOP
PARTICIPATE
RETAIN
ACTUALIZE
GROW
ADVOCATE
71%
of b-to-b decision drivers
are based on
customer experience
B-toB Buying Cycle
EDUCATION
NEED
SOLUTION
EXPLORE
SELECTION
CHOOSE 2015 SiriusDecisions Customer Advocacy Study
23%
of b-to-b marketers
focus on advocacy for
early-stage demand
creation
Customer Lifecycle
DELIVER INITIATE
DEVELOP
PARTICIPATE
RETAIN
ACTUALIZE
GROW
ADVOCATE
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
The use of traditional and social media to
set the stage for demand creationSeed
Key Processes for Effective Demand Creation
To drive best-in-class performance, sales and marketing must align
roles and responsibilities to five SiriusDecisions Demand Waterfall based processes.
Helping reps increase their productivity, for both
sales- and marketing-sourced demandEnable
Efforts geared to help move qualified demand
more quickly through to revenueAccelerate
The creation of original demand, with a focus
on quality vs. quantityCreate
Nurture
The care and feeding of prospects that aren’t
ready for sales, or that have fallen out of the
Demand Waterfall
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Advocacy-infused content helps buyers build a
stronger business case
Direct access to advocates helps buyers mitigate
risk in purchase decisions
Advocacy-infused content supports buyers
throughout the buying process
Referral and upsell/cross-sell programs source
high-quality demand directly through advocates
Accelerate
Advocacy Can Impact All Demand Creation Processes
Understanding where advocacy has an impact on demand creation
helps to justify advocacy investments – and results in better demand creation planning.
Enable
Nurture
Advocacy builds reputation, which sets the
potential for demand creationSeed
Create
#advocacyadv

#SDSummit
From Activity to Impact
Determining opportunities for demand creation leverage

#SDSummit
SiriusPerspective:
#SDSummit
Identifying Opportunities for Advocacy Leverage
Demand creators and customer marketing professionals need to
assess resources and capabilities to determine where advocacy can have impact.
Can I measure their impact?
How can I leverage them?
Do I have the right resources?
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Seed Demand: Activate Advocates
Advocates can be a powerful tactic delivery mechanism to introduce
and spread the word about their experiences – as well as demand creation offers.
• Relevant advocates and advocacy content
• Willingness to participate
• Ability to reach and engage advocates
• Ability to track and measure advocacy activity
• Net Promoter Score
• Brand sentiment
• Influenced revenue
• Participate in investor and analyst briefings
• Social participation
• Logo and testimonial usage
• Drive awareness of demand creation offers
Resources
Leverage
Metrics
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Bomgar: Building Relationships With Advocates
Through its advocate portal, Bomgar offers an array of challenges
and rewards to manage, engage and reward advocacy participation.
• Increased social followers by
12 percent
• Increased social mentions by
66 percent and content tweets by 45
percent
• Improved case study output by
50 percent
• Generated 400+ new inquiries
Impact
• Lots of happy customers and high
NPS scores
• A program to build relationships with
advocates and activate them to build
positive brand sentiment in important
communities
• Adopt a technology platform that
enables them to manage the program
and track all advocacy activity
Objective
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Create Demand: Expand Lead Sources
Targeting existing advocates or advocate networks often results in
demand that converts more efficiently and quickly than through traditional sources.
Resources
Leverage
Metrics
• Relevant portfolio of offerings for advocates
• Willingness and capability for advocates to
contribute referrals
• Ability to track and measure demand sourced
from tactics that leverage advocacy
• Inquiry, TGL or SGL generation
• Conversion efficiency
• Sourced revenue
• Cross-sell/upsell programs
• Referral incentive programs
• Case study and demand creation offer assets
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Accelerate Demand: Improve Time to Revenue
Advocacy content that helps the buyer answer questions throughout the
buying cycle also helps to reduce the time spent in each stage of the process.
Resources
Leverage
Metrics
• Relevant advocacy content assets mapped to
each stage of the buying cycle
• Ability to isolate and analyze cohorts of demand
that touched advocacy content vs. those that
did not
• Velocity
• Small-net fishing programs
• Pipeline acceleration programs
• Obstacle removal programs
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Enable Sales: Minimize Buyer Risk
Direct interaction with advocates helps the buyer to better
understand, envision and evaluate the post-purchase experience as a customer.
Resources
Leverage
Metrics
• Relevant advocates
• Ability to manage and track advocate and buyer
interactions
• Sales quota attainment
• Deal dynamics
• Reference call support
• Executive briefing center support
• Customer event participation
• Customer community participation
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Citrix: Measuring Customer Advocacy Impact
Customer advocacy team tracks all reference activities, including those
associated with opportunities for revenue influence effectiveness measures.
2013 2014
Total Pipeline $308,631,082 $334,863,027
Revenue
Closed
$125,371,042 $209,371,042
Totals 466 won deals
1,221 pipeline
1,283 won deals
1,128 pipeline
2015
$335,116,619
$516,661,287
1,642 won deals
1,595 pipeline
2013 2014
Marketing 201 470
Sales 197 494
Total
References
Utilized
323 964
2015
609
863
1,472
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Nurture Demand: Remain Relevant
Advocacy content can help maintain buyer engagement, create
urgency and build a business case to initiate a new buying cycle.
• Relevant advocacy content assets mapped to
disqualification reasons
• Ability to isolate and analyze cohorts of
demand that were nurtured with advocacy
content vs. those that were not
• Conversion efficiency
• Velocity
• Sourced and influenced revenue
• Active recycle programs that help build the
business case
• Passive recycle programs that requalify
• Reconstituted programs that re-engage
Resources
Leverage
Metrics
#advocacyadv

#SDSummit
SiriusPerspective:
#SDSummit
Identifying Impact on Bookings Variations
Analysis of monthly marketing activity, advocacy activity, market
conditions and pricing data to identify variables that correlate with bookings.
The estimated equation explains 92
percent of the variation in bookings.
Drivers for Total Bookings:
• Market conditions
• Pricing
• Chat-sourced leads (lagged 3m)
• Emails opened (lagged 4m)
• Challenge completions
• Demo-sourced leads (lagged 5m)
• Partner-sourced leads (lagged 0, 3 and 6m)
2015 SiriusDecisions Customer Advocacy Study
#advocacyadv

39
#SDSummit
© 2016 SiriusDecisions. All Rights Reserved@jenhorton @lisanakano
Action
Items
• Demand marketing
• Gather data from available sources to assess what options
exist for leveraging advocacy
• Pilot and test advocacy leverage to build the case for more
infusion
• Customer marketing
• Take baseline influence of advocacy on Demand Waterfall
performance and analyze impact over this baseline
• Assess advocacy program quality and highlight opportunities
for demand creation leverage
#advocacyadv

#SDSummitQuantifying Impact Crafts the Perfect Recipe
#advocacyadv

Amy Bills
Director Of Customer Marketing, Blackbaud
41

42 @AmySilverBills | @Blackbaud | #bbchampions
Amy Bills
Director of Customer Marketing, Blackbaud
@AmySilverBills
Michael Beahm, Senior Manager,
Customer Advocate Marketing @mabeahm
How Blackbaud Influenced $500K in
Pipeline with
Customer Advocate Marketing

2011
“Isn’t our Excel spreadsheet of references enough?”
2015
$525K in referred pipeline
25% growth in reference database
+2 staff and ever-wider scope
#advocacyadv

44 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv

• Company ready for change
• Good foundation of engaged customers were ready for more
• Connected opportunity to our business
• The right resources
• The right partners
A PERFECT STORM.

Educate
Define Your Metrics
Cultivate Good Partners
and never forget…
KEEP FOCUS ON RELATIONSHIPS
#advocacyadv

• Referred business
(pipeline goal)
• Overall Champions
growth
• Growth of engaged
Champions
• Closed business
influenced by
references

Technology
Leadership
Support
Ownership
Internal
Champions
#advocacyadv

ACCLIMATIZING OUR ADVOCATES.

Agenda or Section Slide
Subtitle if needed
AUTHENTICITY
BEGETS ADVOCACY:
A CASE STUDY
The 30-for-30 referral campaign
• We were transparent about our goal
• We humanized it
• We built extra incentives in the campaign
• We educated on how and what to refer
• We made it a team-effort
#advocacyadv

• Client Referral Pipeline > $750,000
• Revenue Influenced by References > 150 opportunities, $10m in pipeline
• New Customer Story generation > 100 stories, 25 per quarter (Ex: video & case
studies)
• Online Reviews > Piloting programs with Trust Radius and G2 Crowd
• New Advocates > 20% growth or 600 new advocates
WHERE WE ARE TODAY:
#advocacyadv

Kevin Mangum
Partner, Starr Conspiracy
55

The Starr Conspiracy | Confidential
The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may not
be disclosed in any manner to anyone other than the addressee and authorized
representatives of the client organization.
56
July 28, 2016
Gearing Up for a Successful Launch
Kevin Mangum
Owner/Partner, The Starr Conspiracy

About The Starr Conspiracy
57
#advocacyadv

Getting Your Hub On Point
1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
58
#advocacyadv

The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
59
Program Objectives

Identify Your Objectives
What are you trying to achieve?
• Referrals
• References
• Retention
• Social amplification
• Customer engagement
• Product development
• Brand reputation
60
* R “Ray” Wang, Principal Analyst and CEO at Constellation Research
Companies who have
improved customer
engagement increase cross-
sell by 22%, drive up-sell
revenue from 13% to 51%,
and also increase order sizes
from 5% to 85%.
“
”#advocacyadv

61
For Instance...
1. Networking
2. Education
3. Influence Company X
4. Recognition
Year 1 Objective
Customer Engagement
Year 2 Objective
Increase Advocate-Influenced Deals
1. Shorten Sales Cycle
2. Increase Profit Margin
3. Get to Revenue Faster
4. Social Amplification
#advocacyadv

62
Advocate Personas

Identifying Your Advocates
63

Advocate Personas
Who’s going to help you achieve your objectives?
• Buyer OR Influencers OR End Users
• Demographic vs Psychographic
• Should you include detractors?
64CFO ClairePersonnel PeteExecutive Eddie

Persona Development
What should be considered when developing advocate personas?
• Role in the Organization
• Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points
• Compelling Product Features and Benefits for This Buyer
• Best Approach and Inclusion Factors for This Buyer
• Role in the Buying Journey
65
#advocacyadv

66
Program Goals

Defining Program Goals
Create specific goals for each objective.
• Goals may vary over first 90 days
o First 30 days - High engagement
o 60-day mark - Reviews and brand promotion
o Ongoing - Referrals
• Goals might vary by persona
o Drive 2 referrals a month through CFO group
o Increase engagement in IT group
o Get 20 social shares from the Operations group
67
#advocacyadv

Goals Will Impact Engagement Strategy
68
GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals
#advocacyadv

69
Organizational Buy-in

Buy-In Across Multiple Departments
70
AdvocateHub
Customer Service - NPS
Product Development - Beta
Marketing - Testimonials/Leads
Sales - Referrals
#advocacyadv

71
Engagement Strategy

Engagement Strategy
How are you going to drive engagement within the Hub?
• What’s in it for the advocate?
• Develop a theme for the program
• Provide opportunities for advocates to network within the hub
• Create challenges that are in line with your advocate’s psychographic profile
• Start out with fun, easy to complete challenges...then work in your asks
• Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks)
• But most importantly, create a community you’d want to be a part of
72
#advocacyadv

Recap
1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
73
#advocacyadv

Thank you!
Questions?
Kevin Mangum
Email: kevin@thestarrconspiracy.com
Twitter: @KevinLMangum
74
#advocacyadv

Deena Zenyk
Principal Consultant, Customer Marketing & Advocacy at
Influitive
75

What is Your
Advocacy Advantage?

Once Upon an Advocate
77 #advocacyadv

Spark a Movement
81 #advocacyadv

Faster, smoother sales cycles
Peer recommendations can speed up sales cycles by 5x, and 60%+ of your
prospects are influenced by reading online reviews
Connect your prospect with a reference, FAST
Customers who are members of an advocacy community can pick up
reference call requests in less than an hour
Differentiation
Having an exclusive community where customers can network & learn sets
you apart from your competition
How will your Sales team benefit?
83 #advocacyadv

Accelerate & diversify content
Proactively identify star customers
willing to share their success. Give
advocates early bird access to your
content and evolve it based on what
really speaks to your audience
Boost your PR & Analyst
visibility
Recruit advocates for interviews &
surveys in a matter of hours
Create social media buzz
Grow your presence not with self-
promotion but with advocate-
initiated discussions
Drive Demand Gen
Boost the # of inquiries through
authentic customer stories,
webinars, blog posts, etc.
advocate-generated content
How will your Marketing team benefit?
84 #advocacyadv

A direct channel to communicate with your customers
Clients that know you better and get valuable content/tips directly from
you will stick around
Drive user adoption & retention
By personalizing the relationship, your customers will become more
invested and more responsive, allowing you to detect issues sooner
Your customers’ success is your success
As your build your advocacy ecosystem, your new/lower health
customers will be inspired by the best ones, creating an organic support
network & lower touch required from your coaches
How will your Customer Success team benefit?
#advocacyadv

Get fast, insightful feedback on the products they build
Advocates give great feedback on product and have a wealth of ideas for
improvements. Consider including them in roadmap decisions
Source beta testers
Advocates are typically active users of the product, and therefore ideal
candidates for beta testing/driving adoption of new key features
How will your Product team benefit?
#advocacyadv

Transactional or Transformative?
You Decide.
87 #advocacyadv

1. Pick a partner
2. Pick a role
- Sales
- Marketing
- Customer Success
- Product
- Other
3. Let the ideas flow
4. Share your favorite idea
88 #advocacyadv

Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv

Advocacy Advantage: Austin

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