The document discusses aPriori's advocate marketing program. It outlines the company's strategy to build a base of advocates through early customer engagements and events. In year 1, the program accomplished recruiting 338 advocates who contributed to discussions and provided testimonials. The year 2 objectives are to increase customer reviews, testimonials, and referrals through continued community engagement.
Exploring the Impact of Social Media Trends on Society.pdf
VP Marketing Shares Success of Advocate Program Driving Growth
1. Rick Burke
VP Marketing
The Big Bang Theory & Advocate Marketing
Sandy Turcotte-Lim
Director, Advocate & Content Mktg
2. Who is aPriori?
Company
Growth
VC Partner
Management
Technology
• Started work on automated costing concept in mid 1990’s
• Company was founded in 2003
• Based in Concord, MA
• Strong year over year bookings growth over the past 5 years
• 150 employees & partners located across NA, EMEA & Asia Pacific regions
• Venture funded by Sigma Partners - $2.5B in assets under management
• Very successful history of backing high growth software companies
• 30% of Annual Bookings Invested in R&D
• 2013 Gartner Group “Cool Vendor” award in the PLM category
• Leading provider of Automated Costing Solutions
• Long standing management team with experience both in manufacturing and growing
high technology companies
6. The Big Bang Strategy
6
Global Sales
Kickoff
2 Customer
Event Test Cases
Cost Insight
Conference
June July - September
November
Thru February
7. 7
• Challenges
• Discussions
• Referrals
• Rewards
Customer Advocacy
Announcement of Awards for the Company Kickoff will be made at the end of the day
Global Sales Kickoff
8. Early Customer Engagements…
8
• 60 of our Top Customer
Deployment Leaders
• Introduced Vault During Kickoff
Presentation
• Challenges Custom Designed for the
During the Event
• 53 customers distributed across NA
and EU
• Evaluate alpha version of new web-
based software product
• Custom Challenges designed to
collect feedback on specific features
of the product
European STARS Conference Early Visibility Testing
• Get a core base of 50 Advocates on
board, collect feedback on
likes/dislikes
• Build solid credibility with Product
Management; and pick up another
50 Advocates
Marketing Goal Marketing Goal
10. Cost Insight Conference
10
• Pre-Event Experience
• Social Sharing, Vote on Topics, Vote on Product Enhancements
• During Event Experience
• Favorite Presentation, Event Satisfaction Survey, Trivia Quizzes
• “Register for the Vault” Slide in Every Presentation
• 22 different people endorsing/messaging “register now”
• On-Site Registration Assistance and Rewards
Redemption
11. Cost Insight Conference
11
• Pre-Event Experience
• Social Sharing, Vote on Topics, Vote on Product Enhancements
• During Event Experience
• Favorite Presentation, Event Satisfaction Survey, Trivia Quizzes
• Register for the Vault Slide in Every Presentation Deck
• 22 Different People saying “Register for the Vault”
• On-Site Registration Assistance and Rewards
Redemption
FOR PRINT
VERSION
14. Year 1 Accomplishments
Benchmarking
Data Based on Influitive Software Customers with Annual Company
Revenue ($1M - $10M) between 100-500 Joined Advocates*
14
*Excludes employee data