Advocacy Advantage: Seattle

Hello Seattle!

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Jim WilliamsVP 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.

© 2016 Forrester Research, Inc. Reproduction Prohibited 10

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”)

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There’s a Silent Killerin your Sales Pipeline

Of buying happens ‘belowthe surface’

75%

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Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise

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

The winners embrace a new model

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TO

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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Spark the movement

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Today’s Agenda

2:00PM Opening Remarks: Sparking The Movement with Jim Williams, Influitive

2:25PM Referral Hacks: 25 Best Practices, Tips & Tricks (in 20 Minutes!!) with Matt Heinz (Heinz Marketing)

2:50PM Driving Growth Through Online & Offline Advocacy with Nick Chambers (Clinicient)

3:15PM Networking Break

3:35PM Why Our Best Marketing Never Feels Like “Marketing” with Rand Fishkin (MOZ)

4:00PM Make Advocacy Part of Your Revenue Engine with Megan McConnell (InsideView) & Cari Baldwin (BlueBird)

4:25PM What Is Your Advocacy Advantage? with Deena Zenyk (Influitive)

4:50PM Closing Remarks

5:00PM Networking and Appetizers #advocacyadv

Matt HeinzPresident, Heinz Marketing

@HeinzMarketing

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Referral Hacks: 25 Best Practices, Tips & Tricks (in 20 Minutes!!) Matt HeinzPresident, Heinz Marketing Inc@heinzmarketing

Housekeeping

This is going to go fastFeel free to madly scribble notes, but you can also have a copy of this deckYou can also have (for free!) copies of:

• Full Funnel Marketing• The Modern Marketer’s Field Guide• Our Referral Marketing Benchmark Study • My award-winning* bacon recipe

Just bring me a business card (or send email to [email protected]) noting what you want

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mailto:[email protected]

This stuff works!

According to a Heinz/Influitive study of 640 referral program managers:

40 percent of leads come from referrals2X increase in referral lead volume over 12 months69 percent report faster time to close59 percent report higher lifetime value71 percent report higher conversion rate

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Scripts & practice

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NEVER used the LinkedIn tool

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Read Joanne Black

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Read To Sell Is Human

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Use value-added assets for intros

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Outro

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Make yourself more shareable

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Use every department in your org (and theirs)

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Be more aggressive with LinkedIn connections

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Be precise about requests

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Be more generous

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Write thank you notes

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Leave voicemails

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Follow up

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Be synonymous with something specific

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Daily Tools

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Use excuses to reach out

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Respond to EVERY birthday message

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Offer free samples (of your ideas too)

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Write more letters

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Lead with problems you solve (NOT what you do)

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Housekeeping

I told you that was going to go fast…You can also have (for free!) copies of:

• Full Funnel Marketing• The Modern Marketer’s Field Guide• Our Referral Marketing Benchmark Study • My award-winning* bacon recipe

Just bring me a business card (or send email to [email protected]) noting what you want

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mailto:[email protected]

Thank You!Matt HeinzPresident, Heinz Marketing Inc@[email protected]

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Nick ChambersProduct Marketing Manager, Clinicient

@N_G_Chambers

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DRIVING GROWTH THROUGH ONLINE & OFFLINE ADVOCACY

Nick Chambers@N_G_Chambers

CONFIDENTIAL ©2016 All Rights Reserved51

Nick Chambers@N_G_Chambers

• University of Oregon Alumni• Clinicient Employee #62• Product Marketing Manager• Customer Marketing Manager• Empower Community• The Clinicient LAB• Adjunct Lecturer – DPT 701


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THE POWER OF STEALING

SELLING THE IDEA




INTRODUCING THE EMPOWER COMMUNITY

©2016 All Rights Reserved56

DISCUSSIONS• Subscribe to specific threads• Contribute ideas and create new discussions

KNOWLEDGE BASE• Browse materials by role/topic• Find answers quickly using modern search engine

SUPPORT PORTAL• Search multiple resource libraries simultaneously• Receive possible solutions in real-time, before submitting your case

EXCHANGE• Join groups, ask and answer questions• Share files and access feeds tailored to your interests

CLINICIENT LAB• Earn rewards by spreading the word about Clinicient• Receive exclusive members-only offers

RESOURCES• Attend free weekly educational webinars• Receive the latest news on product upgrades and releases



Invitation Personalization

Socialization


STATISTICS

Net PromoterScore

14 Referrals225 Advocates

1,500+ Challenges

1 Deal Won


EMPOWER COMMUNITY STATISTICS

69% Return Users

134,000+ Pageviews

10,000+ Users

32,000+ Sessions

4:41 Duration


LESSONS LEARNED

Scope Everything… and I mean everything

Reuse & Recycle your materials often

Never Stop Recruiting or selling the value


Q & ANick Chambers@N_G_Chamberswww.linkedin.com/in/nicholasgchambers

Networking Break

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http://youtube.com/v/WN_ONvuhwu4

Rand FishkinWizard of MOZ

@randfish

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Megan McConnell &

Cari BaldwinInsideView & BlueBird Strategies

@insideview @caribaldwin

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Why Content Marketing – Strategy and Measurement

o Make Advocacy a Core Strategy

o How are Companies Using Advocacy to Create Revenue?

o What Does Your Advocacy Team Look Like?

o How Do You Roll It Out?o Challenges that Benefit the

Whole Organizationo Advocacy and ABMo Key Takeaways

Align Sales and Marketing and Customer

Success


Success

Embrace Account-Based Everything


Success

Embrace Account-Based Everything

Reach Audiencesin Scale

Build a High-Level Marketing Plan


Create InternalLaunch Plan



BuildOperational Plan



BuildOperational Plan

Plan and ExecuteExternal Launch

oInvest the Time UpfrontoGet Everyone Onboard Early and Ofteno“Always On” State of MindoBe Cross-Departmental in Your ThinkingoDefine and Refine KPIs – Inside and Outside the Hub

Cari - 650.464.4028Megan - 408.656.5820

[email protected]@insideview.com

facebook/bluebirdstratfacebook/sales.intelligence

twitter/caribaldwintwitter/insideview

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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Spark the movement

Influitive EDGEHow To Confidently Create An Engaging

Experience For Your Advocates

Free Live Training SessionNovember 2, 4:00 pm EDT

www.influitive.com/events107

Influitive EDGEBe. Customer. Obsessed.

Be. Customer. Obsessed.Learn the advocate marketing skills that will drive your career forward.

SELF PACEDMOVE AT A SPEED THAT IS COMFORTABLE FOR YOUOn-line, interactive training courses, covering the fundamentals of advocate marketing and the Influitive platform.

CERTIFICATE COURSESGAIN CONFIDENCE AND BECOME AN ADVOCACY PROGet certified and be ready for today's and tomorrow's marketing challenges.

*NEW COURSE*BulletProof Advocacy

Building an Advocacy Program Your Customers &

CMO Will Love

edge.influitive.com

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Influitive, the Advocate Marketing Platform

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Our Approach: Help Deploy Your Advocacy Program

1. Establish Advocacy Program Plan Collaborate to help define goals, team, approaches, and timelines for your overall advocacy program.

2. Create BlueprintVia Influitive Services or a certified partner, establish a blueprint and deploy your advocacy program within Influitive’s Advocate Hub.

3. Manage Success Plan Via our Advocacy Coach, meet quarterly to monitor program, KPIs, plans and adjustments to approach.

Have 2 Minutes? Would love your feedback.

bit.ly/AARsurvey

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Software

Advocacy Advantage: Seattle