Event: How to be Customer Obsessed in B2B Presentation by Mark Organ, CEO of Influitive Presented at 1871 Chicago, August 6, 2014

1. Customer Obsession and the Rise of Advocate
Marketing!
Presented by
Mark Organ, Founder and CEO
@markorgan | @influitive | #advocatemktg
mark@influitive.com!

2. This is a crazy time to be a marketer.!
@markorgan | @influitive | #advocatemktg!

3. Constant changes to SEO!

4. Constant changes to SEO!
O

5. Proliferation of content marketing!

6. Proliferation of content marketing!

7. Explosion of social channels & communities!

8. Explosion of social channels & communities!
M
SOCIAL MEDIA

9. In this era of disruptive change in how our
customers buy, how can we …!
@markorgan | @influitive | #advocatemktg!

10. Align with our stakeholders!

11. Build the gorilla in our markets!

12. Sleep well at night, because we are living with integrity!

13. The way to align our companies and win is by organizing
around the customer, with advocacy as the key goal.!
@markorgan | @influitive | #advocatemktg!

14. So I had a discovery…!

15. THE GOAL:!
Maximize Throughput While Minimizing Inputs and Costs!

16. What is
throughput for a
software company?!

17. But then I wondered…!

18. Advocates are
THE GOAL!

19. Net Promoter Score was a good start, but flawed.!

20. David Skok’s 1 Day Sales Cycle!

21. Every rapid buying process had advocates deeply involved.!

22. It was difficult to generate more advocate activity, but
The Markies awards were a standout success.!

23. Alignment and success with advocates!

24. Systematically generate leads at scale and convert. !

25. Maximize the value of the company.!

26. Sleep well at night.!

27. We need to organize around advocates!
@markorgan | @influitive | #advocatemktg!

28. The Next Frontier: !
Marketing – Customer Success Alignment!

29. Enlistment is a core process,
required for profitability!

30. What makes advocates tick?!
@markorgan | @influitive | #advocatemktg!

32. Once we get beyond physical needs…!
6 year old girls are compelled to advocate for what they
love.!

33. What motivates advocates? !
(1) Part of the Team!

34. What motivates advocates? !
(2) Measurable Impact!
Measurable Impact!

35. What motivates advocates? !
(3) Social Currency!
Social Currency!

36. Companies that are organizing around their advocates!
@markorgan | @influitive | #advocatemktg!

37. 37
Act-On implemented a powerful referral program for their
advocates to willingly introduce hot prospects.3
209
Generated over 209
high quality leads in
six months
Created $175,000 in
sales pipeline
Converted referral leads at 5%,
blowing through industry
standard lead conversion
benchmarks by more than
500%
500%

38. 38
DocuSign encourages their advocates to spread their
positive sentiment on as many product review sites as
possible, which influences sales pipeline
Influenced more than
In pipeline via
Reviews
Referrals
Testimonials
Social Activities
2000+ Acts of Advocacy

39. 39
Ceridian creates an environment for their advocates to
network with their prospects, in turn, shortening their sales
cycle.5
Generated over
20
high quality
sales
references
In a few months:
35
Shining testimonial videos.Case studies and
testimonials.

40. 40
Brainshark used their advocates to generate a tidal wave
of social media engagement across a variety of social
networks.
boost in social media engagement
In just a short span of time we were able to increase our social
engagement on Twitter by 106%, not including multiplier effect from the
social networks of employee and customer advocates - Influitive really
enabled us to expand the reach of our content on social.
Sabrina Cote, Social Media Manager

41. @markorgan | @influitive | #advocatemktg!

42. Here’s how!
@markorgan | @influitive | #advocatemktg!

43. It’s time to put our best people, disciplined processes
and appropriate technologies around advocacy if we
are going to succeed as marketers.
Thank you.!
@markorgan | @influitive | #advocatemktg!