3. Important
• This course is an introduction to advocate marketing. It has been designed
this way so that those that are new to advocate marketing can hear more
about how it’s done and practice it when they get home.
• This course is considered informative. We will go over a lot of information,
in a very short amount of time.
• I won’t leave you hanging. You can learn more about advocate marketing
at Influitive EDGE.
3
6. Course Objectives
• Understand the role of advocate marketing in the evolving
buyers market
• Get an overview of activities as well as practical tools and
methods for advocate marketing
• Be able to develop, implement and engage an advocate
marketing community.
7
7. Key Concepts
• Getting Started with Advocate Marketing
• Planning an Advocate Marketing Community
• Developing a Strategy
• Engaging Advocates
• Measuring Success
9
11. 13
B2B BUYING
HABITS HAVE
FOLLOWED THE
SAME TREND AS
CONSUMERS
84%
OF B2B
DECISION
MAKERS
START OF THE
BUYING PROCESS
WITH A REFERRAL
8OUT OF 10
IT DECISION
MAKERS
RELY ON W.O.M
WHEN MAKING
BUYING
DECISIONS
75%
OF B2B
BUYING PROCESS
IS COMPLETE
BEFORE BUYERS
COME IN
CONTACT WITH
SALES
59%
OF B2B BUYERS
ENGAGE WITH
PEERS WHO
SHARE THEIR
CHALLENGES
12. 14
“…the very best source of marketing becomes the
authentic and voluntary expression of countless
pleased and engaged customers.”
Dion Hinchcliffe
“Advocacy: The New Currency of Marketing”
14. 5 Questions Every Advocate
Marketer Should Answer
1. How does our advocate marketing community tie to business
objectives?
2. Who are our advocates, and what motivates them?
3. How can I design a scalable community?
4. How do I build engaging advocacy campaigns?
5. How can I measure success and optimize?
16
23. 25
What’s in it for them?
Sales
The program can help build pipeline, drive
revenue and decrease time to sale
Demand Gen
More leads through referrals and social
shares
Customer Engagement
The more your customers advocate for you,
the more loyal they become to your brand
Product
Advocates can provide product feedback
and assist with the product roadmap
30. 5 Key Campaign Components
•Outlining core objectives and secondary objectives
•Creating a great theme to make the experience cohesive and
engaging
•Create a sense of urgency
•Clearly outline the rules of engagement
•Incentivize on an individual and community level
•Measure the results
32
39. 41
INTRODUCTION TO ADVOCATE
MARKETING
41
NAME _________________________________ SEGMENT OR INDUSTRY
_______________________________
TITLE OR FUNCTION _______________ YEARS IN THIS JOB _______ REPORTS TO ____________________
AGE _________ EDUCATION ____________________________
PRODUCT EXPERTISE Novice Proficient Expert
OTHER APPLICATIONS USED? _____________________________________________________________________
TYPE OF PERSONA Executive User Employee Other
PAIN POINTS
What do you help them solve?
What are their most common objections to your product/ service?
OTHER INFORMATION
Where do they go for information?
How the persona is motivated?
SITUATION
A typical day:
Typical interaction with product and/or team:
Advocate Persona Worksheet
43. Build Real Habits of Advocacy
1. Ensure a variety of activities are available
2. Provide balanced activities
3. Ask your advocates for feedback
4. Build a real relationship with your advocates
45