Advocacy Advantage: Austin

Hello Austin!:

1

Jim WilliamsVP of Marketing, Influitive

3

4

Today’s Agenda

2:00PM Opening Remarks with Jim Williams, Influitive

2:30PM Customer Advocacy: Its Impact on Demand Creation with Jen Horton, SiriusDecisions

3:05PM Advocacy & Pipeline with Amy Bills, Blackbaud

3:30PM Networking Break

4:10PM Kevin Magnum, Starr Conspiracy

4:35PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive

5:00PM Closing Remarks

5:10PM Networking and Appetizers

#advocacyadv

5

#advocacyadv

6

7

Has marketing hit a wall?!

#advocacyadv

8

!79% leads never convert to sales

68% believe content

strategies are ineffective

64% don’t trust

company information

Marketers are missing their targets

#advocacyadv

9

!

#advocacyadv

Your buyers have evolvedskeptical. wary. peer-driven.

10

92% that trust recommendations from peers, not brands

Sources: Nielson#advocacyadv

Self-ish Marketing

• Company talking about itself• Pushing products• Handful of go-to references• Companies controlling the

brand• NOISE

Advocate Marketing

• Customers raving in public • Building lifetime relationships• Army of advocates • Brands built by customers• Cut through the noise

to

11

Maybe it’s time for a new model

#advocacyadv

3,900%growth in referred pipeline

12

Crowd source revenue

#advocacyadv

13

225Authentic customer

reviews

Build new categories...

#advocacyadv

22points higher than the

average NPS score

14

Differentiate on customer delight

#advocacyadv

the best spark a

movementpowered by a

groundswell of advocates

15 #advocacyadv

It becomes a strategic imperative

16

A central organizing principle

embedded in the fabric of the company

Human experience authentic, deeply

personalized, sense of community

Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates

#advocacyadv

Access Power

17

Status Belonging

Driven by social triggers

#advocacyadv

18 #advocacyadv

#advocacyadv

Where’s the customer in your marketing strategy?

20

21

Spark the movement

Jennifer HortonSenior Research Director, SiriusDecisions

22

23 © 2016 SiriusDecisions. All Rights Reserved

@jenhorton @lisanakano

#SDSummit

#SDSummitMay 26, 2016

Customer Advocacy: Its Impact on Demand Creation

Jen HortonSr. Research Director@jenhorton

Lisa NakanoResearch Director@lisanakano



#SDSummitIntuitively…You Know It’s Good

#advocacyadv



#SDSummitExecutive Summary

• Key issues• Customer experience is the largest driver of b-to-b buying decisions, yet its

impact is often ignored when planning demand creation objectives• Demonstrating advocacy’s impact on demand creation justifies investments in

advocacy and lends more precision to demand modeling• Marketers that account for customer advocacy’s impact are better able to

design demand creation programs that meet pipeline and revenue targets• What you will walk away with

• An understanding of advocacy’s impact on Demand Waterfall® efficiency• Our view of how to quantify advocacy’s impact on demand creation

performance• Examples of how companies account for advocacy’s impact

#advocacyadv



#SDSummit

SiriusPerspective:

© 2016 SiriusDecisions. All Rights Reserved

#SDSummit

26@jenhorton @lisanakano

Customer Advocacy – Demand Creation Opportunity Leveraging positive experiences of successful customers

createsbuilding blocks for demand creation.

B-to-B Buying Cycle

EDUCATION

SOLUTION

SELECTION

The aggregation of activities where customers share their positive experiences with your brand such as:• Case studies• Sales references• Video testimonials• Social sharing• Community discussions• Influencer relations

Customer Lifecycle

DELIVER INITIATE

DEVELOPPARTICIPATE

RETAINACTUALIZE

GROWADVOCATE

71% of b-to-b decision

drivers are based on customer

experience

B-toB Buying Cycle

EDUCATIONNEED

SOLUTIONEXPLORE

SELECTIONCHOOSE 2015 SiriusDecisions Customer Advocacy Study

23% of b-to-b marketers focus on advocacy

for early-stage demand creation

Customer Lifecycle

DELIVER INITIATE

DEVELOPPARTICIPATE

RETAINACTUALIZE

GROWADVOCATE

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


The use of traditional and social media to set the stage for demand creation

Seed

Key Processes for Effective Demand CreationTo drive best-in-class performance, sales and marketing must align

roles and responsibilities to five SiriusDecisions Demand Waterfall based processes.

Helping reps increase their productivity, for both sales- and marketing-sourced demandEnable

Efforts geared to help move qualified demand more quickly through to revenueAccelerate

The creation of original demand, with a focus on quality vs. quantity

Create

NurtureThe care and feeding of prospects that aren’t ready for sales, or that have fallen out of the Demand Waterfall

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Advocacy-infused content helps buyers build a stronger business case

Direct access to advocates helps buyers mitigate risk in purchase decisions

Advocacy-infused content supports buyers throughout the buying process

Referral and upsell/cross-sell programs source high-quality demand directly through advocates

Accelerate

Advocacy Can Impact All Demand Creation ProcessesUnderstanding where advocacy has an impact on demand creation

helps to justify advocacy investments – and results in better demand creation planning.

Enable

Nurture

Advocacy builds reputation, which sets the potential for demand creationSeed

Create

#advocacyadv



#SDSummit

From Activity to ImpactDetermining opportunities for demand creation leverage



#SDSummit

SiriusPerspective:


#SDSummit


Identifying Opportunities for Advocacy LeverageDemand creators and customer marketing professionals need to

assess resources and capabilities to determine where advocacy can have impact.

Can I measure their impact?

How can I leverage them?

Do I have the right resources?

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Seed Demand: Activate AdvocatesAdvocates can be a powerful tactic delivery mechanism to introduce

and spread the word about their experiences – as well as demand creation offers.• Relevant advocates and advocacy content• Willingness to participate• Ability to reach and engage advocates• Ability to track and measure advocacy activity

• Net Promoter Score• Brand sentiment• Influenced revenue

• Participate in investor and analyst briefings

• Social participation• Logo and testimonial usage• Drive awareness of demand creation

offers

Resources

Leverage

Metrics#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Bomgar: Building Relationships With AdvocatesThrough its advocate portal, Bomgar offers an array of challenges

and rewards to manage, engage and reward advocacy participation.

• Increased social followers by 12 percent

• Increased social mentions by 66 percent and content tweets by 45 percent

• Improved case study output by

50 percent• Generated 400+ new inquiries

Impact• Lots of happy customers and

high NPS scores• A program to build relationships

with advocates and activate them to build positive brand sentiment in important communities

• Adopt a technology platform that enables them to manage the program and track all advocacy activity

Objective

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Create Demand: Expand Lead SourcesTargeting existing advocates or advocate networks often results in

demand that converts more efficiently and quickly than through traditional sources.

Resources

Leverage

Metrics

• Relevant portfolio of offerings for advocates

• Willingness and capability for advocates to contribute referrals

• Ability to track and measure demand sourced from tactics that leverage advocacy

• Inquiry, TGL or SGL generation• Conversion efficiency• Sourced revenue

• Cross-sell/upsell programs• Referral incentive programs• Case study and demand creation offer

assets

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Accelerate Demand: Improve Time to RevenueAdvocacy content that helps the buyer answer questions

throughout the buying cycle also helps to reduce the time spent in each stage of the process.

Resources

Leverage

Metrics

• Relevant advocacy content assets mapped to each stage of the buying cycle

• Ability to isolate and analyze cohorts of demand that touched advocacy content vs. those that did not

• Velocity• Influenced revenue

• Small-net fishing programs• Pipeline acceleration programs• Obstacle removal programs

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Enable Sales: Minimize Buyer Risk Direct interaction with advocates helps the buyer to better

understand, envision and evaluate the post-purchase experience as a customer.

Resources

Leverage

Metrics

• Relevant advocates• Ability to manage and track advocate and

buyer interactions

• Sales quota attainment• Deal dynamics• Influenced revenue

• Reference call support• Executive briefing center support• Customer event participation• Customer community participation

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Citrix: Measuring Customer Advocacy ImpactCustomer advocacy team tracks all reference activities,

including those associated with opportunities for revenue influence effectiveness measures.

2013

2014

Total Pipeline $308,631,082

$334,863,027

Revenue Closed

$125,371,042

$209,371,042

Totals 466 won deals1,221 pipeline

1,283 won deals

1,128 pipeline

2015

$335,116,619

$516,661,287

1,642 won deals

1,595 pipeline

2013

2014

Marketing

201

470

Sales

197

494

Total ReferencesUtilized

323

964

2015

609863

1,472

#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Nurture Demand: Remain RelevantAdvocacy content can help maintain buyer engagement, create

urgency and build a business case to initiate a new buying cycle.

• Relevant advocacy content assets mapped to disqualification reasons

• Ability to isolate and analyze cohorts of demand that were nurtured with advocacy content vs. those that were not

• Conversion efficiency• Velocity• Sourced and influenced revenue

• Active recycle programs that help build the business case

• Passive recycle programs that requalify • Reconstituted programs that re-engage

Resources

Leverage

Metrics#advocacyadv



#SDSummit

SiriusPerspective:


#SDSummit


Identifying Impact on Bookings VariationsAnalysis of monthly marketing activity, advocacy activity, market

conditions and pricing data to identify variables that correlate with bookings.The estimated equation explains 92 percent of the variation in bookings.Drivers for Total Bookings:• Market conditions• Pricing• Chat-sourced leads (lagged 3m)• Emails opened (lagged 4m)• Challenge completions• Demo-sourced leads (lagged 5m)• Partner-sourced leads (lagged 0, 3 and

6m)2015 SiriusDecisions Customer Advocacy Study

#advocacyadv

39

#SDSummit



Action Items

• Demand marketing• Gather data from available sources to assess what

options exist for leveraging advocacy• Pilot and test advocacy leverage to build the case for

more infusion• Customer marketing

• Take baseline influence of advocacy on Demand Waterfall performance and analyze impact over this baseline

• Assess advocacy program quality and highlight opportunities for demand creation leverage

#advocacyadv



#SDSummitQuantifying Impact Crafts the Perfect Recipe

#advocacyadv

Amy BillsDirector Of Customer Marketing, Blackbaud

41

42 @AmySilverBills | @Blackbaud | #bbchampions

Amy BillsDirector of Customer Marketing, Blackbaud@AmySilverBillsMichael Beahm, Senior Manager, Customer Advocate Marketing @mabeahm

How Blackbaud Influenced $500K in Pipeline with Customer Advocate Marketing


2011“Isn’t our Excel spreadsheet of references enough?”

2015$525K in referred pipeline

25% growth in reference database+2 staff and ever-wider scope

#advocacyadv

44 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv



• Company ready for change• Good foundation of engaged customers were ready for more• Connected opportunity to our business• The right resources• The right partners

A PERFECT STORM.


EducateDefine Your Metrics

Cultivate Good Partnersand never forget…

KEEP FOCUS ON RELATIONSHIPS

#advocacyadv




• Referred business (pipeline goal)

• Overall Champions growth

• Growth of engaged Champions

• Closed business influenced by references


Technology

LeadershipSupport

Ownership

Internal Champions

#advocacyadv


ACCLIMATIZING OUR ADVOCATES.


Agenda or Section SlideSubtitle if needed

AUTHENTICITY BEGETS ADVOCACY: A CASE STUDY The 30-for-30 referral campaign• We were transparent about our goal• We humanized it• We built extra incentives in the campaign• We educated on how and what to refer• We made it a team-effort

#advocacyadv


• Client Referral Pipeline > $750,000

• Revenue Influenced by References > 150 opportunities, $10m in pipeline

• New Customer Story generation > 100 stories, 25 per quarter (Ex: video & case studies)

• Online Reviews > Piloting programs with Trust Radius and G2 Crowd

• New Advocates > 20% growth or 600 new advocates

WHERE WE ARE TODAY:

#advocacyadv

Kevin MangumPartner, Starr Conspiracy

55

The Starr Conspiracy | Confidential

The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may not be disclosed in any manner to anyone other than the addressee and authorized representatives of the client organization. 56

July 28, 2016

Gearing Up for a Successful Launch

Kevin MangumOwner/Partner, The Starr Conspiracy


About The Starr Conspiracy

The Starr Conspiracy | Confidential 57#advocacyadv


Getting Your Hub On Point1. Articulate your objectives...be specific

2. Identify your advocate personas

3. Create your program goals

4. Get buy-in throughout your organization

5. Create your engagement strategy

58#advocacyadv

The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 59

Program Objectives


Identify Your ObjectivesWhat are you trying to achieve?

• Referrals• References• Retention• Social amplification• Customer engagement• Product development• Brand reputation

60

* R “Ray” Wang, Principal Analyst and CEO at Constellation Research

Companies who have improved customer engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%.

“

”#advocacyadv

The Starr Conspiracy | Confidential 61

For Instance...

1. Networking

2. Education

3. Influence Company X

4. Recognition

Year 1 ObjectiveCustomer Engagement

Year 2 ObjectiveIncrease Advocate-Influenced Deals

1. Shorten Sales Cycle

2. Increase Profit Margin

3. Get to Revenue Faster

4. Social Amplification

#advocacyadv


Advocate Personas


Identifying Your Advocates

63


Advocate PersonasWho’s going to help you achieve your objectives?

• Buyer OR Influencers OR End Users• Demographic vs Psychographic • Should you include detractors?

64CFO ClairePersonnel PeteExecutive Eddie


Persona DevelopmentWhat should be considered when developing advocate personas?

• Role in the Organization• Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points• Compelling Product Features and Benefits for This Buyer• Best Approach and Inclusion Factors for This Buyer• Role in the Buying Journey

65#advocacyadv


Program Goals


Defining Program GoalsCreate specific goals for each objective.

• Goals may vary over first 90 dayso First 30 days - High engagemento 60-day mark - Reviews and brand promotiono Ongoing - Referrals

• Goals might vary by personao Drive 2 referrals a month through CFO groupo Increase engagement in IT groupo Get 20 social shares from the Operations group

67#advocacyadv


Goals Will Impact Engagement Strategy

68

GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals

#advocacyadv


Organizational Buy-in


Buy-In Across Multiple Departments

70

AdvocateHub

Customer Service - NPS

Product Development - Beta

Marketing - Testimonials/Leads

Sales - Referrals

#advocacyadv


Engagement Strategy


Engagement StrategyHow are you going to drive engagement within the Hub?

• What’s in it for the advocate?• Develop a theme for the program• Provide opportunities for advocates to network within the hub• Create challenges that are in line with your advocate’s psychographic profile• Start out with fun, easy to complete challenges...then work in your asks• Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks)• But most importantly, create a community you’d want to be a part of

72#advocacyadv


Recap1. Articulate your objectives...be specific

2. Identify your advocate personas

3. Create your program goals

4. Get buy-in throughout your organization

5. Create your engagement strategy

73#advocacyadv


Thank you!Questions?

Kevin MangumEmail: [email protected]: @KevinLMangum

74#advocacyadv

mailto:[email protected]

Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy

at Influitive

75

What is Your Advocacy Advantage?

Once Upon an Advocate

77 #advocacyadv

78 #advocacyadv

79 #advocacyadv

80

Spark a Movement

81 #advocacyadv

82

Faster, smoother sales cyclesPeer recommendations can speed up sales cycles by 5x, and 60%+ of your prospects are influenced by reading online reviews

Connect your prospect with a reference, FASTCustomers who are members of an advocacy community can pick up reference call requests in less than an hour

DifferentiationHaving an exclusive community where customers can network & learn sets you apart from your competition

How will your Sales team benefit?

83 #advocacyadv

Accelerate & diversify content Proactively identify star customers willing to share their success. Give advocates early bird access to your content and evolve it based on what really speaks to your audience

Boost your PR & Analyst visibilityRecruit advocates for interviews & surveys in a matter of hours

Create social media buzzGrow your presence not with self-promotion but with advocate-initiated discussions

Drive Demand Gen Boost the # of inquiries through authentic customer stories, webinars, blog posts, etc. advocate-generated content

How will your Marketing team benefit?

84 #advocacyadv

A direct channel to communicate with your customers Clients that know you better and get valuable content/tips directly from you will stick around Drive user adoption & retention By personalizing the relationship, your customers will become more invested and more responsive, allowing you to detect issues sooner

Your customers’ success is your success As your build your advocacy ecosystem, your new/lower health customers will be inspired by the best ones, creating an organic support network & lower touch required from your coaches

How will your Customer Success team benefit?

#advocacyadv

Get fast, insightful feedback on the products they buildAdvocates give great feedback on product and have a wealth of ideas for improvements. Consider including them in roadmap decisions

Source beta testers Advocates are typically active users of the product, and therefore ideal candidates for beta testing/driving adoption of new key features

How will your Product team benefit?

#advocacyadv

Transactional or Transformative?

You Decide.

87 #advocacyadv

1. Pick a partner2. Pick a role

- Sales- Marketing- Customer Success- Product- Other

3. Let the ideas flow4. Share your favorite idea

88 #advocacyadv

Advocacy isYour Advantage

Thank You!

@DeenaZenyk

ca.linkedin.com/in/deenazenyk

#advocacyadv