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Deepening Customer Engagement with Advocate Personas Thursday, January 28th | 10 AM PT / 1 PM ET
Mary-Leslie Davis Staples
Advantage
Chris Newton Influitive
Donna DanisDemand Spring
House Keeping Items:
Speaker Introductions
Recording & slides will be sent out after the
presentation
Q&A at the end of the presentation
Advocate Personas
“Fundamental changes in the nature of business buying make advocate marketing not simply a way to harvest buyer goodwill, but also a fundamental ingredient to
creating lasting relationships.”-Forrester
The Elements of a Persona Analysis
Unmet Needs Content &Channels
ThinkingFeelingDoing
JobResponsibilities
DemographicsPsychographics
Firmographics
BuyingCharacteristics
Consideration Decision Receive Use Maintain AdvocateAwareness
Customer JourneyBuyer Journey
Mapping the Customer Journey
ad•vo•cate1. One that promotes the interests
of others.
2. One that defends or maintains a cause
3. One that makes a non-financial investment in your
company
“Your brand is what people say aboutYou when you’re not in the room”
– Jeff Bezos, Amazon
Before they get to this..REFER ENDORSE EDUCATE ENGAGE
Customers findnew leads
Customers say great things about you
Customers teach prospects about you
Customers provide feedback and intelligence
Referrals
Media Interviews
Reviews
Analyst Briefings
References
ContentDistribution
CaseStudies
SocialPromotion
ContentCreation
ProductSurveys
UserGroups
CustomerAdvisoryBoards
Status Access Power Belonging
Staples’ Personas & the Staples Advocate
Program
Value → Motivation
Staples’ Personas & the Staples Advocate
Program
Personas vs Personalization
Opportunities as Value
What Motivates your Customers?
Recognition & Rewards
Personas & Advocacy Marketing:
A Symbiotic Relationship
Getting Started – Developing your Own Personas
Expert Advice from Demand Spring
Questions?
Mary-Leslie Davis Staples
Advantage
Chris Newton Influitive
Donna DanisDemand Spring
Additional Resources
Cintell Ebook, Advocate Persona Series, Advocamp
