Advocacy: Your New Source Of Impactful And Authentic Content
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From the B2B Content2Conversion Conference, with: Laura Ramos, Vice President, Principal Analyst, Forrester Research
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Advocacy: Your New Source Of Impactful And Authentic Content
- 2. #C2C16
- 4. #C2C16 § Why is advocate marketing very important in the Age of the Customer? § How does advocate marketing produce authentic content that attracts buyers? § What are the four things you need to do to create a winning advocate marketing program? Answers you’ll get from listening:
- 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 Image source: http://pixshark.com/door-to-door-salesman-1950s.htm and http://www.huffingtonpost.com/max-kolysh/5-advanced-strategies-for-saving- money-online_b_5003408.html B2B buyer behavior has changed forever
- 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Buyer empowerment creates a new age of competitive advantage Source:April 2015,“Winning In The Age Of The Customer” Forrester report
- 8. © 2015 Jive Software, Inc. All rights reserved | Jive Confidential Page 8
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Source:August 2015,“Advocate Marketing Creates B2B Customer Relationships ThatLastA Lifetime” report. Advocate marketing is… The use of marketing strategy, budget, and resources to encourage customers, employees, or partners to do something on behalf of your company with or without the expectation of mutual benefit.
- 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 Greater brand reach at lower cost Advocates à Reach ENGAGE ASK USE BUY EXPLORE DISCOVER
- 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Source: September 2015,“Advocate Marketing Creates B2B Customer Relationships ThatLastA Lifetime” report. AoC heightens importance of advocacy Why is advocacy more important in B2B marketing today? Base: 26 B2B marketing professionals or technology providers (Qualitative research, open-ended responses, top 5 shown)
- 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 B2B buyers trust peers when researching How do you gather information related to a purchase decision? Source: Forrester’s Business Technographics Global Priorities and Journeys Survey,2015
- 14. “Social proof can't come from the company, it must come from customers.” – Howard Tarnoff, SVP Customer Success, Ceridian
- 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 Advocates produce authentic content Dedication • MVP programs • Referrals (leads) • Speaker bureau Inspiration • Advisory board • Business collaboration Validation • References • Social sharing • Case studies Education • Community/Hub • Ambassadors • Forums
- 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Social validation delivers tangible value REV* = $250 million in closed/won deals. Influenced additional $500 million in pipeline. *REV = Reference Engagement Value 1,400 advocates tweet 400 to 500 times a week. Generated 800 reviews from customers and partners. Example courtesy of “Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers” report
- 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Aerohive boosts engagement through education Source: Aerohive 29 IT Tool Tips 28 Feedback Contributions 6 Product Reviews
- 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 Dedicated Blackbaud Champions review products…and reposition its brand
- 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 LexisNexis inspires IT and business exec collaboration -- ends up driving new revenue › Intimate session: facilitated dialogue, track sessions, demonstrations › Customers present own case studies › With participating members: • Sales cycle decreased from 9 to 4 months • Closed more deals in qtr than prior two years Source: GeehanGroup
- 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 #1: Shift view from silos to strategic Source: “Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers” Forester report.
- 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 Advocacy delivers relationship value What benefits have you realized from your advocacy programs?
- 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Value that can last a lifetime
- 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 24 #2: Start by delivering value to participants
- 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 #3: Make it fun, desirable to participate › Code42 saw tech evangelists referrals generate up to 45% of original spend › Tap into the “geek” › 350 advocates = 200 reviews, 500 referrals Source: Code42
- 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 #4: Show the value; appreciate the work
- 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 What do you need to get started?
- 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Long-term advocacy success requires:
- 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 =
- 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 To learn more: › REPORT: ADVOCATE MARKETING CREATES B2B CUSTOMER RELATIONSHIPS THAT LAST A LIFETIME › REPORT: ESTABLISH YOUR B2B ADVOCATE MARKETING GOALS BEFORE CHOOSING TECH SUPPLIERS April 26-27 New York May 23-24, London
- 32. #C2C16