1. Advocate Marketing
The Evolution of the Marketing Industry

2. Agenda
1. What is Advocate Marketing?
1. The origin: How Advocate
Marketing began
1. The future: Why Advocate
Marketing is here to stay!

3. So what is Advocate Marketing?
Broad Definition -
A discipline that helps businesses capture the enthusiasm of their
customers, partners, and employees, and turn that into a powerful
force for igniting business growth.

4. But What Does That Mean?

5. Let’s take a step back...

6. How has marketing
typically been done?

7. Company
Prospects
Typical
Marketing

8. Typical Marketing: Companies Marketing
Directly to Prospects
● Typical marketing ultimately boils down to companies reaching out
to prospects and moving them from the top of the funnel, down to
the bottom where they become a customer
● Typically companies reach out to prospects directly - email, phone,
social ads (facebook, twitter, etc.)

9. Look Familiar?

10. Then companies asked
themselves...

11. Customer Driven Marketing: Would Our
Customers Say the Same Things We Are?
Asking customers for their input on how to market to prospects can
provide tremendous insight
Companies began learning how to assess which of their campaigns
are the most successful, the type of content prospects find
engaging, where they should market, and so much more!

12. Company
Prospects
Customers
Customer Driven
Marketing

13. Wouldn’t it be amazing if our
customers actually did the marketing
for us?

14. Advocate Marketing - Customers Marketing
to Prospects
Advocate Marketing came into fruition when companies recognized
that the best, and most authentic salesperson is a happy customer
Companies have begun to develop programs that are aimed at
mobilizing customers into advocates that support market
awareness, new revenue generation, and business growth

15. Company
Prospects
Customers
Advocate
Marketing

16. Is marketing the only
department that benefits?

17. How Advocate Marketing Can Provide Value
Sales - referrals speed up the sales cycle by 5x
Product Development - obtain valuable feedback on your product / service
Marketing - identify new prospects, and get support in capturing their attention
Customer Success - advocates often feel more content and are more likely
to make repeat purchases

18. So how do you actually do
Advocate Marketing?

19. Rookie Mistake →
Starting off the
conversation with an ‘ask’
- Please leave a review…
- Rate our product…
- Share our content…
- Refer a friend...

20. Provide some value

21. The key is to start with
how you can offer value,
which in turn mobilizes
customers into vocal and
passionate advocates!
Providing Value
First
Educate
Facilitate Networking
Have fun :)
Gamify
Incentivize

22. Gamify the Process!
Allocate points to the completion of
activities
Leave a review - receive 50 points
Advocates can redeem their
points for rewards
Company apparel, ebooks, gift cards, etc.
Have a leaderboard where advocates
can compete for points

23. Have fun with your
advocates!
If you’re having fun, your
advocates are having fun.

24. So What Have
We Learned?

25. Key Takeaway - #1
Marketing is always changing, and today we
see it moving in the direction of more customer
centricity and advocacy

26. Key Takeaway - #2
Advocates can add value to your typical
marketing efforts, and can add value by
promoting your company/products/services
directly to prospects

27. Key Takeaway - #3
Advocacy can help more than just
marketing

28. Key Takeaway - #4
The key to executing advocacy is to start by
providing value to customers in such a way that
they feel and engaged and empowered to
advocate

29. Want to learn more
about Advocate
Marketing?
(and even get a Level
1 Advocate Marketing
Certificate?)
edge.influitive.com