In this age of social web disruption, what should marketers focus on? SEO has constant capricious changes, buyers are drowning in a sea of content, the social mob is difficult to harness for our advantage. Buyers are tuning out email and ads. My hypothesis is the best way to cut through the clutter is to surround buyers with social proof, and the best way to do that is mobilize customer advocates to generate more referral leads, online reviews, social media buzz and customer stories.
Advocates are more than just a great way to generate sales efficiently. I believe that they are the best way to organize a company - advocacy should be the goal of a company. Evidence is presented highlighting how a focus on advocacy drives better marketing results, company performance, and helps everyone in the company align with a feeling of integrity.
How to mobilize advocates? What makes advocates tick? Some insight is provided on these items as well.
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Align your company around customer advocacy - and succeed
1. Customer Obsession and the Rise of
Advocate Marketing
Presented by
Mark Organ, Founder and CEO
@markorgan | @influitive | #advocatemktg
mark@influitive.com
2. This is a crazy time to be a marketer.
@markorgan | @influitive | #advocatemktg
12. Sleep well at night, because we are living with integrity
13. The way to align our companies and win is by
organizing around the customer, with advocacy as
the key goal.
@markorgan | @influitive | #advocatemktg
36. Companies that are organizing around their advocates
@markorgan | @influitive | #advocatemktg
37. 37
Act-On implemented a powerful referral program for their
advocates to willingly introduce hot prospects.3
209
Generated over 209 high
quality leads in six months
Created $175,000 in sales
pipeline
Converted referral leads at 5%, blowing
through industry standard lead
conversion benchmarks by more than
500%
500%
38. 38
DocuSign encourages their advocates to spread their
positive sentiment on as many product review sites as
possible, which influences sales pipeline
Influenced more than
In pipeline via
Reviews
Referrals
Testimonials
Social Activities
2000+ Acts of Advocacy
39. 39
Ceridian creates an environment for their advocates to
network with their prospects, in turn, shortening their
sales cycle.5
Generated over
20
high quality
sales
references
In a few months:
35
Shining testimonial videos.Case studies and
testimonials.
40. 40
Brainshark used their advocates to generate a tidal
wave of social media engagement across a variety of
social networks.
boost in social media engagement
In just a short span of time we were able to increase our social
engagement on Twitter by 106%, not including multiplier effect from
the social networks of employee and customer advocates - Influitive
really enabled us to expand the reach of our content on social.
Sabrina Cote, Social Media Manager
43. It’s time to put our best people, disciplined processes
and appropriate technologies around advocacy if we
are going to succeed as marketers.
Thank you.
@markorgan | @influitive | #advocatemktg
Notes de l'éditeur
This is a crazy time to be a revenue marketer … you have these new platforms – social, mobile, big data, predictive analytics … what should we be focusing on? Where’s the great new place to find new customers? But we need to figure it all out, because otherwise, it is going to be like a scene from a bad horror movie!
Let’s take Rap Genius, now called Genius because they are more than just rap, as an example. They were on top of their game … every time you looked for a song on the web, you would find them above the fold. Absolutely brilliant at SEO. But then one day Google changed their search algorithm, and they went from hero, to zero. If you are dependent on Google to drive your eyeballs and revenue, then …
You can get eaten alive!
Proliferation of content marketing … if a content tree falls in the forest and you’re not around to hear it, did it really fall?
Organizing around the customer – with customer advoacy as the key goal
First, is that advocates want to feel like part of the team. They identify with your company and your products. They do not want a wall between themselves and your company, because they think of themselves as an extension of your team. Our customers have given their program an identity, and an identity for their advocates as well – just like The Leafs Nation from my hometown hockey team. They want to be consulted on everything from product design to marketing campaign ideas – feedback has drug-like effects in the brain and advocates just can’t wait to give it to you – so give them a forum.
Second is measurable impact. Advocates want to understand the positive effects that they have on your business. When they give you a referral, they want to know that it’s in demo phase, that it closed in 45 days. When they provide you with data for a case study, they want to know how many people have read it, and have provided positive comments on it. We humans – and indeed, all organisms – are hardwired to receive feedback, so make sure that you provide it.
Third is social currency. Advocates may claim that they are altruistic, but I don’t believe it. We humans are powerfully motivated to improve our situation, to make sure that we can put food on the table. Advocacy helps us do that, by building a reputation for being knowledgable, for having connections, for driving successful transactions. We want to be mavens and are rewarded for doing so. That’s why industry awards, like those Eloqua Markies back there, for ranked awards like top X under Y are so popular. Status, recognition, social currency, helps advocates differentiate and get ahead. So use your advocate program as a way to drive that.
Want to see some results? I’ll talk through some of our customer results and then get into some of our metrics at Infuitive.