Advocacy Advantage: Boston

Hello Boston!

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Dylan Foster

Add last 3 bullet points to next slide

Jim WilliamsVP of Marketing, Influitive

@jimcwilliams

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#advocacyadv

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The internet and social Web have made it possible for any voice to be heard, but to be truly heard you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.

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71% of buyers who see a personal value in a B2B purchase will end up buying.

Personal value had 2X the impact over business impact.

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There’s a Silent Killerin your Sales Pipeline

Of buying happens ‘belowthe surface’

75%

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© 2016 Forrester Research, Inc. Reproduction Prohibited 13

Consumers trust people the most

Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014

To what extent do you trust each of the following types of promotion?

(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)

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

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Maybe it’s time for a new model

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“Successful marketers identify the key personality traits that their biggest fans share and then design a more holistic program around those characteristics.”

Access Power

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Status Belonging

Social triggers that drive advocacy

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The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach

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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

the best spark a

movementpowered by a

groundswell of advocates

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Where’s the customer in your marketing strategy?

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Spark the movement

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Today’s Agenda2:00PM Opening Remarks with Jim Williams, Influitive

2:20PM Transforming Inbound Marketing Into A Movement with Mike Volpe, Former CMO of Hubspot

2:50PM Funding Your Customer Advocacy Program without a Bake Sale with Katie Curtin-Mestre, Simplivity

3:15PM Networking Break

3:40PM The Advocacy Launch Formula with Irwin Hipsman, Crimson Hexagon

4:05PM How Advocate Marketing Became the Most Popular Team at Staples with Mary-Leslie Davis, Staples Business Advantage & Lisbeth Hansen, Demand Spring

4:30PM Networking Break

4:45PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive

5:15PM Closing Remarks

5:20PM Networking and Appetizers

#advocacyadv

Mike VolpeFormer CMO of Hubspot

@mvolpe

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Transforming Inbound Marketing into a MovementThe Advocacy AdvantageBoston – 20 Sept 2016

Mike Volpe@mvolpe

I joined HubSpot in 2007 as the fifth employee and grew the marketing team from 0 to 100 people and the company from $0 to $150m. I love chocolate, lead generation, whiskey, Excel, red wine, marketing metrics and Jay Z. I have advised and invested in more than 30 different startups and hired over 100 marketers.

I’m Mike Volpe, or@mvolpe on Twitter.

Hi.

AGENDA1. The Inbound Movement2. The Right Ingredients3. Some Ideas You Can Try4. Leveraging Your Movement5. Final Tip

1 The Inbound Movement

The InboundMovement

Available in8 languages

15,000+Conference Attendees

3,000+Partners

120,000+Members

10,000+ trained andcertified professionals

2+ millionMonthly Visits

BLOG

Benefits of Creatinga Movement▶Emotional bond with

your brand▶Irrational bias in your

favor▶You get to feel like

Beyonce

Digital Footprint

Google Trends Interest by Brand

2 The Right Ingredients

Which Business are You?

▶Better Mousetrap▶ Big Market w/$$$▶ Start in last place▶ Hard to compete

with established players▶“Why would I

switch?”

▶Category Creator▶ New Market w/$0▶ You are #1! (out of

1)▶ Hard to create a new

market▶ “Why do I need

this?”

Find an Enemy

Don’t Lead with the Product

Be Willing to Lose Control

Be Willing to Lose Control

3 Some Ideas You Can Try

Be People, Not a Company

http://blog.drift.com/the-huge-email-marketing-mistake-we-were-making

Write the Book on It

Content Marketing

Speaking at Events

Certification Program

Build Your Own Dreamforce

4 Leveraging Your Movement

Its Like Having a Hype Man

Get Others to Evangelize for You

• Speak at Events• Write Blog

Articles• Write Books• Present WebinarsHelps if you create a business role with financial upside (partner / reseller/ trainer etc.)

Get Great Reviews

Get More Shares

Co-Marketing Above Your Class

Customer Reference Calls

5 Advice for Once You Have Built a Movement

Ignore the Haters

http://www.mikevolpe.com/haters

MikeVolpe.comTwitter.com/mvolpeAngel.co/Mike-VolpeFacebook.com/mvolpeLinkedin.com/in/mikevolpe

Thank you!

Katie Curtin-MestreVP of Product and Content Marketing, SimpliVity

@kcmestre

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Funding Your Customer Advocacy Program without a Bake Sale

Katie Curtin-MestreSimpliVityVP of Product and Content Marketing

Expand Your Possibilities.Not Your Data Center.

A Little Info on SimpliVity

A modern data architecture powering the world’s most efficient and resilient data centers

Acquiring customers are hard...

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...that’s why it’s important to embrace customer advocacy!

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Companies Are Embracing Customer Advocacy

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Why? Customers Trust Other Customers

Source: Sirius Decisions CIO Persona Content and Tactic Preferences

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Why? Customers Trust Other Customers

Source: Sirius Decisions CIO Persona Content and Tactic Preferences

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But the Budget Situation can be Tricky

But if you look harder..

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$5.6M-$13.4M

$2.7M-$6.5M


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$250K

Annual cost of large global events

$50K-$150K

Annual analyst subscription range

Avoid being bucketed by systems/tools

STOP

It’s All About Believing in the Value

1 Multiply the timeframe and compare against the value of other investments

2 Re-frame which bucket the spending occurs

3 Re-frame the frequency of the benefit

Inspiration: Cult of Money web-site

. . 70 . .

$3.8M71

Priceless

ReviewsRevenue

Customer Relationships

Networking Time

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Irwin HipsmanDirector of Customer Advocacy, Crimson Hexagon

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Client | Confidential 73

September 19, 2016Boston


We help the world’s smartest brands use insights derived from social data to make business decisions



For a SAAS company to succeed, they must

cultivate, mobilize and recognize their advocates


Advocacy Funnel

Delighted UserGenerates ValueSeat at the Table

All buying phases


Create programs that enhance your use of the platform

and raise your internal and external profile

Client Name | Confidential 79

Advocacy Programs

REACH

RELA

TIO

NSH

IP

Customer Council 2017


Advocacy Data

REACH

RELA

TIO

NSH

IP


Bespoke User Groups

PublicUser

GroupsAsk the Communi

ty

HexaHELP

Center

HexaNEWS

Customer

NurtureMonthly Utilizatio

nData Integrit

y

HexaLIVE

Webinars

HexaHUB


Advocacy Content

REACH

RELA

TIO

NSH

IP


Bespoke User Groups

PublicUser


ty

HexaHELP

Center

HexaNEWS

Customer Stories

Customer Nurture

Monthly Utilizatio

nData Integrit

y

HexaLIVE

Webinars

HexaHUB


Advocacy Events

REACH

RELA

TIO

NSH

IP

Customer Council

2017


Bespoke User Groups

PublicUser


ty

HexaHELP

Center

HexaNEWS

Customer Stories

Customer Nurture

Monthly Utilizatio

n Data Integrit

y

HexaLIVE

Webinars

HexaHUB


Advocacy Resources

REACH

RELA

TIO

NSH

IP

Customer Council

2017Bespoke

User Group

PublicUser Group

Ask the Communit

y

Help Center

HexaNEWS

Customer Stories

Customer Nurture

Monthly Utilizatio

n Data Integrit

y

HexaLIVE

Webinars


Advocacy Management

REACH

RELA

TIO

NSH

IP

-12-Customer Council

2017

-9-Bespoke

User Group

-7-PublicUser Group

-10-Ask the

Community

-2-Help

Center

-5-HexaNEW

S

-4-Customer Stories

-6-Customer Nurture-11-

Monthly Utilizatio

n -1-

Data Integrit

y

-3-HexaLIV

E Webinar

s

-8-HexaHU

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H1 Communication Open Rates

HexaNEWS 5-Part New User Welcome Series

32%

Open Rate

38% email #1 open rate

22% email #5 open rate


H1 Participation

WebinarsQ1Q2

Increase 55%

User Groups230562

Help CenterNA200

Visits3,3504,750

Total3,5805,500


95% 2X 15

%


Key TakeawayIf we help raise an individual's internal and

external profile, they will help raise ours

[email protected]

linkedin.com/irwinhipsman

Mary-Leslie Davis & Lisbeth Hansen

Staples Business Advantage & Demand Spring @MaryLeslieDavis @lisbethhansendk

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How Advocate Marketing Became the Most Popular Team at Staples

Lisbeth Hansen Director, Customer AdvocacyDemand Spring

Mary-Leslie DavisDirector, Field Marketing & Customer EngagementStaples Business Advantage

Why/How Staples' Advocate Marketing

program started

“What I thought I wanted”

Teams Benefiting:E-commerce

MarketingMerchandising

SalesStrategy

“Surprise! What I Got …”

What we’re doing differently now: “How our lives changed"

e-Commerce


Marketinge-Commerce


Marketinge-Commerce

Strategy

Keys to Advocate Marketing Success • The value of your advocates goes beyond increasing sales $$

• Become the ‘voice of the customer’ within your organization

• Share the successes early and often to gain credibility with your Executives

• Show results more quickly - work with experts/firms who are seasoned in working on Advocate Marketing

Networking Time

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Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive

@DeenaZenyk

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What is Your Advocacy Advantage?

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Once Upon an Advocate Marketer

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Validated

AccomplishedSupported Importa

nt

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?

?

?

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Transactional or Transformative?

You Decide.

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Advocacy isYour Advantage

Thank You!

@DeenaZenyk

ca.linkedin.com/in/deenazenyk

#advocacyadv

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bit.ly/boscamp

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Hyatt Regency, San FranciscoDecember 6th to 8th, 2017

bit.ly/advocamp17Promo Code: ADVANTAGE

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Advocacy Advantage: Boston