Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Advocate Marketing Fundamentals

This deck is a high level introduction to advocate marketing fundamentals and planning an advocacy program within your organization.

  • Inicia sesión para ver los comentarios

Advocate Marketing Fundamentals

  1. 1. Advocate Marketing Fundamentals Certificate Course 1
  2. 2. Schedule 2 2:15 3:30 3:45 4:30 5:00 Course Content Break Course Content Exam End of Day
  3. 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
  4. 4. Liz Richardson Sr. Manager, Professional Services, Influitive 4 @LizRichardson1 linkedin.com/in/lizrichardson1
  5. 5. 5 ADVOCACY!!!!!
  6. 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. 7. Key Concepts • Getting Started with Advocate Marketing • Planning an Advocate Marketing Community • Developing a Strategy • Engaging Advocates • Measuring Success 9
  8. 8. Getting Started with Advocate Marketing 10
  9. 9. ADVOCACY: A non-financial investment in a company or brand 11
  10. 10. Why Advocate Marketing? 12
  11. 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. 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”
  13. 13. Advocate Relationships
  14. 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
  15. 15. Pillars of Success 17 E Establish Objectives D Develop Community G Generate Results E Elevate Experience
  16. 16. 18
  17. 17. Establishing Advocate Marketing Objectives 19 Establish Develop Generate Elevate
  18. 18. 20 Business Objectives & Advocate Marketing20
  19. 19. 21 CUSTOMER EXPERIENCE 85% OF EXECUTIVES BELIEVE THE CUSTOMER EXPERIENCE IS IMPORTANT TO THEIR COMPANIES’ STRATEGIC PRIORITIES (Accenture Research)
  20. 20. 22 The Advocate Marketing Organization
  21. 21. Advocate Marketing Manager Responsibilities • Program Design • Identification and Onboarding • Advocate Engagement • Metrics and Optimization • Recognition and Rewards Qualities • Knows the customers • Community management • Passionate communicator • Engaging writer • Creative engager • Analytical skills 23
  22. 22. 24 Fellowship of Advocacy
  23. 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
  24. 24. Define Success 26 http://marketingmeasurementtoday.blogspot.ca/2011/02/simple-formula-for-success.html
  25. 25. Developing an Advocate Marketing Community Strategy 27 Establish Develop Generate Elevate
  26. 26. 28 Finding Members
  27. 27. 29 Connect and Engage
  28. 28. Acts of Advocacy 30
  29. 29. Campaigns 31
  30. 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
  31. 31. Generating and Measuring Results 33 Establish Develop Generate Elevate
  32. 32. Key Metrics to Consider • Strategic Advocate Marketing Metrics • Lead Generation • Higher Customer Lifetime Value • Retention and Customer Satisfaction • Tactical Advocate Marketing Metrics • References • Social Shares • Product feedback • Operational Advocate Marketing Metrics • Promotion • Initial Participation Rates • Ongoing Engagement Rates 34
  33. 33. Set Goals and Measure Over Time 35
  34. 34. 36
  35. 35. 37
  36. 36. 38
  37. 37. Elevating the Advocate Experience 39 Establish Develop Generate Elevate
  38. 38. Advocate Personas 40
  39. 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
  40. 40. Identifying Advocates and Getting Them Started 42
  41. 41. 43
  42. 42. 44 Personal approach, familiar sender Gift in the mail a few days later
  43. 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
  44. 44. 46 Status Access Power Belonging
  45. 45. Introduction to Advocate Marketing Certificate Exam 47
  46. 46. 48 20 Questions 30 Minutes

×