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The Advocate Effect: How internal & external advocates can accelerate deal velocity & conversion
1. The Advocate Effect: How Internal
& External Advocates can
Accelerate Deal Velocity &
Conversion
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
1
2. Housekeeping
• Feel free to madly scribble notes, but you can also have a copy
of this deck
• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide
• Our Referral Marketing Benchmark Study
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com noting what you
want
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3. This stuff works!
• According to a Heinz/Influitive study of 640 referral program
managers:
• 40 percent of leads come from referrals
• 2X increase in referral lead volume over 12 months
• 69 percent report faster time to close
• 59 percent report higher lifetime value
• 71 percent report higher conversion rate
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5. Two Keys to Higher Performance
• Marketing manages the program
• 3X more likely to achieve revenue goals
• Formal tools are in place
• 3X more likely to accelerate creation & conversion
Only 22 percent of companies have these in place!
7. From the front lines…
• 56 percent of sales reps deem referrals “very important”
• 68 percent of reps with formal referral programs rated
their referral tools as effective or highly effective
• Vs 40 percent of those without formal programs
• 45 percent of reps with a referral program expect their
closed deals to increase in the next 12 months
• 47 percent of those without a referral program expect their
sales to remain flat
8. The impact for larger companies
• Among companies with formal referral programs and
200+ employees:
• 87 percent reported highly effective sales efforts
• Vs 42 percent without referral programs
• 67 percent reported highly effective pipelines
• Vs 36 percent without referral programs
• Nearly 4X more likely to have a “very involved” marketing
department in referral activities
• 58 percent vs 15 percent
9. The impact for larger companies
Among companies with 200+ employees:
10. Six Elements to Creating Your Own
Advocacy & Referral Program
1. Community
2. Customer Channels
3. Content
4. Context
5. Collaboration
6. Infrastructure
11. How do you get more
advocates & referrals?
Get ready for the speed round….
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30. Housekeeping
• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide
• Our Referral Marketing Benchmark Study
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com noting what you
want
30
87 percent reported highly effective sales efforts
Vs 42 percent without referral programs
67 percent reported highly effective pipelines
Vs 36 percent without referral programs
Nearly 4X more likely to have a “very involved” marketing department in referral activities
58 percent vs 15 percent