This document discusses 4 ways to incorporate customers into a company's demand generation strategy using advocate marketing. It begins by defining advocate marketing and outlining Influitive's vision and the problems it aims to solve such as shifting trust in buyers and underutilizing customer advocacy. It then provides 4 strategies: 1) using customer generated content and social proof in advertising, 2) surrounding prospects with positive social proof like reviews, 3) focusing on customer referrals, and 4) treating advocates as a new distribution channel. The document argues that combining demand generation and customer marketing approaches can be mutually beneficial.
The Evolution of Internet : How consumers use technology and its impact on th...
Chicago User Group - Influitive
1. Advocate Marketing & …
4 ways to inject customers into your
demand generation strategy
Jeff Porter, Director of Business Development, Influitive
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3. Advocate Marketing
“The use of marketing strategy, budget, and
resources to encourage customers,
employees, or partners to do something on
behalf of your company with or without the
expectation of mutual benefit.”
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4. Our Vision
To create the world's best platform for
discovering, nurturing, and mobilizing
the power of advocacy
13. Alex is at a crossroads
• Heavy reliance on email marketing
• Paid advertising is a huge line item in the budget
• Tons of gated content that seldom gets used
• Diminishing returns across all channels
• Declining conversion rate through the funnel
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26. Last week experimented with offering clients a discount in
exchange for a referral. So far they have received 421
referrals in the first 5 days.
There’s nothing your customers won’t do …
27. $38min pipeline touched by Ceridian’s
#1 advocate, Steve.
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There’s nothing your customers won’t do …
28. There’s nothing your customers won’t do …
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Mike Stowe,
Director of Community
Mulesoft
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Dashboard
1. Program goal metrics
2. Admin actions
3. Hub performance reporting
4. Live activity feed
5. Advocate insights 5
36. Overview
1. Quick and easy filtering
2. Summary of advocate activities
3. Clear visuals show advocate engagement
4. Live metrics are updated in real time
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Advocates
1. Detailed data on each individual
advocate
2. Extensive reporting to help you
fully understand advocate
activity and behaviour
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Social Influence
1. Track your monthly change in social shares
2. See who your top influencers are
3. See how well connected you are on each channel
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39. Benchmarks
• Allows you to compare your hub performance
against other hubs
• Benchmark based on five metrics:
1. Advocate engagement
2. Advocate performance
3. Community activity
4. Social activity
5. Reward redemptions
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Referrals
1. Able to quickly search for individual
referrals
2. Dashboard updates to show progress
of referral campaigns
3. Able to filter and analyze specific
campaigns, referral statuses, and
activity date ranges