Mark Organ's presentation on disruptive marketing technology for the IHR 2013 conference. Includes some background on Eloqua and Influitive, the two major companies Mark was/is involved in leading, and how disruptive technologies were key in the formation and growth of both. Advocacy as a concept may be thought of as another disruptive wave that is hitting the marketing software and HR software space, and this was discussed in some detail, along with big data and mobile as having further disruptive potential.

1. Unleashing
Disruptive
Technologies
To Grow Your HCM Software Business
Mark Organ, CEO of
@markorgan; Tweet #disruptive

2. I Have Only One Word For You

3. 360 Custom Burgers Per Hour

4. Disruption in Pairs - Most Powerful

5. Dialing 4 Dollars

6. Death of a Salesman

7. My Disruptive Pair

8. Disruption can be Deceptive …
!
… and rather unattractive, at first
2000-2001

9. Product-Market Fit? J
!
2004

10. The 1 Day Sales Cycle
DAVID SKOK
ForEntrepreneurs.com

11. Marketing Automation is a Platform

12. Marketing Automation is a Platform
BURNING
List, Attention
Spoilage
Deliverability

13. Marketing Automation is a Platform
BURNING
List, Attention
Spoilage
Deliverability
Availability
of
Deep Knowledge

14. “Inbound Marketing” will save us
NOT!
Vision without execution is hallucination.
T. EDISON

15. “Inbound Marketing” will save us
NOT!
Vision without execution is hallucination.
T. EDISON
Content without advocacy is masturbation.
M. ORGAN

16. We Have Content Overload

17. Contagious Content Helps
Six key STEPPS
Social
Currency
Triggered
Emo3on
Public
Prac3cal
Value
Stories

18. Advocacy Cuts Through the Content
Clutter

19. Advocacy
is becoming a New Platform
Referrals
Product reviewsBlog
comments
ReferencesRetweets,
likes, shares
Discover Consider Purchase
Retain Inspire
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interviews

20. Advocacy ≠ Social
7% Social Network
93% Other WOM
Source: Forrester

21. What Motivates Advocates?
1. Part of the Team

22. What Motivates Advocates?
2. Measurable Impact

23. What Motivates Advocates?
3. Social Currency

24. Advocate marketing captures their enthusiasm and turns it into
a powerful force for igniting business growth.
All companies have champions
Capture their enthusiasm and ignite your growth
All Companies Have Champions
Hand-carved sign

25. Advocate Marketing at
His mission:
Develop
customer
references and
testimonials that
accelerate the
sales cycle and
enhance Ektron’s
reputation in the
marketplace.

26. 500% increase in
award
submissions
26 customer
videos captured
in 2 days
17 positive
product reviews
on Quora
#1 search
result in
Google!
Advocate Marketing at

27. His mission:
Coordinate, develop
and assist Act-On's
product roadmap
enhancements
through close
coordination with
customer advocates.
Advocate Marketing at

28. 36 super high quality new referral leads in Q1
thanks to his referral program
100X higher survey response from advocates
Advocate Marketing at

29. The Advocate Experience is Crucial
ADVOCATE

30. Another Disruptive platform: Mobile

31. And Another Disruptive platform:
Big Data

32. Thanks For Your Attention!
@markorgan
#disruptive
QUESTIONS?

33. vv
About Influitive
Influitive helps B2B
marketers recruit,
mobilize and
recognize an army of
advocates that outsell
their best sales reps.
Who we are:
Founded in 2010
HQ in Toronto, San Francisco
Private, VC backed, >$11M
raised