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Hi everyone, my name is Austin and I will be teaching you the fundamentals of Advocate Marketing. Before I jump in, let me provide you with some background of who I am and why am standing in front of you today. 6 months ago, I was sitting where you are. I am heading into my final year of Environment and Business here at Waterloo. This was the first marketing course I had ever taken, and since then I have had 2 co-ops in the marketing field. Needless to say, a lot can happen in 6 months. My current co-op is with a company called Influitive; they create advocate marketing software for B2B businesses. I had never heard of Advocate Marketing before my co-op, but after 2 quick months, I am convinced that this is the next evolution in the marketing industry, and that students would truly benefit from learning the fundamentals in school. I have been tasked with expanding the category of Advocate Marketing and that is why I am speaking with you today. So let’s dive into today’s lesson...
Talking point for that slide could be - Most people intuitively think it’s just about finding a happy customer and asking them to advocate.
Advocate Marketing Slide Deck (1)
The Evolution of the Marketing Industry
1. What is Advocate Marketing?
1. The origin: How Advocate
1. The future: Why Advocate
Marketing is here to stay!
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.
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.)
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!
Wouldn’t it be amazing if our
customers actually did the marketing
Advocate Marketing - Customers Marketing
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
Is marketing the only
department that benefits?
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
The key is to start with
how you can offer value,
which in turn mobilizes
customers into vocal and
Have fun :)
Gamify the Process!
Allocate points to the completion of
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
Have fun with your
If you’re having fun, your
advocates are having fun.