Advocacy: Your New Source Of Impactful And Authentic Content

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Advocates:ASourceofAuthenticContentThatDeliversBigImpact

LauraRamos,ForresterResearch

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§ WhyisadvocatemarketingveryimportantintheAgeoftheCustomer?§ Howdoesadvocatemarketingproduceauthenticcontentthatattracts

buyers?§ Whatarethefourthingsyouneedtodotocreateawinningadvocate

marketingprogram?

Answersyou’llgetfromlistening:

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B2B buyer behavior has changed forever


Buyer empowerment creates a new age of competitive advantage

Source: April 2015, “Winning In The Age Of The Customer” Forrester report

© 2015 Jive Software, Inc. All rights reserved | Jive Confidential Page 8


Source: August 2015, “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” report.

Advocate marketing is…

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.


Greater brand reach at lower costAdvocatesà Reach

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

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Howdoesadvocatemarketingproduceauthenticcontentthatattractsbuyers?


Source: September 2015, “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” report.

AoC heightens importance of advocacyWhy is advocacy more important in B2B marketing today?

Base: 26 B2B marketing professionals or technology providers (Qualitative research, open-ended responses, top 5 shown)


B2B buyers trust peers when researchingHow do you gather information related to a purchase decision?

Source: Forrester’s Business Technographics Global Priorities and Journeys Survey, 2015

“Social proof can't come from the company, it must come from customers.” – Howard Tarnoff, SVP Customer Success, Ceridian


Advocates produce authentic contentDedication• MVP programs• Referrals (leads)• Speaker bureau

Inspiration• Advisory board• Business

collaboration

Validation• References• Social sharing• Case studies

Education• Community/Hub• Ambassadors• Forums


Social validation delivers tangible value

REV* = $250 million in closed/won deals.

Influenced additional $500 million in pipeline.

*REV = Reference Engagement Value

1,400 advocates tweet 400 to 500 times a week.

Generated 800 reviews from customers and partners.

Example courtesy of “Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers” report


Aerohive boosts engagement through education

Source: Aerohive

29 IT Tool Tips 28 Feedback Contributions 6 Product Reviews


Dedicated Blackbaud Champions review products…and reposition its brand


LexisNexis inspires IT and business exec collaboration -- ends up driving new revenue› Intimate session: facilitated dialogue, track

sessions, demonstrations

› Customers present own case studies

› With participating members:• Sales cycle decreased from 9 to 4 months

• Closed more deals in qtr than prior two years

Source: Geehan Group

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Fourwaystocreateawinningadvocatemarketingprogram


#1: Shift view from silos to strategic

Source: “Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers” Forester report.


Advocacy delivers relationship valueWhat benefits have you realized from your advocacy programs?


Value that can last a lifetime


#2: Start by delivering value to participants


#3: Make it fun, desirable to participate› Code42 saw tech

evangelists referrals generate up to 45% of original spend

› Tap into the “geek”

› 350 advocates =200 reviews, 500 referrals

Source: Code42


#4: Show the value; appreciate the work


What do you need to get started?


Long-term advocacy success requires:


=


To learn more:› REPORT: ADVOCATE

MARKETING CREATES B2B CUSTOMER RELATIONSHIPS THAT LAST A LIFETIME

› REPORT: ESTABLISH YOUR B2B ADVOCATE MARKETING GOALS BEFORE CHOOSING TECH SUPPLIERS

April 26-27 New YorkMay 23-24, London

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Thankyou

LauraRamos,[email protected],@lauraramos

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