Presentation deck from June 15, 2017 Influitive Customer Marketing Summit

1. The Advocate Effect: How Internal
& External Advocates can
Accelerate Deal Velocity &
Conversion
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
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2. Housekeeping
• Feel free to madly scribble notes, but you can also have a copy
of this deck
• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide
• Our Referral Marketing Benchmark Study
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com noting what you
want
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3. This stuff works!
• According to a Heinz/Influitive study of 640 referral program
managers:
• 40 percent of leads come from referrals
• 2X increase in referral lead volume over 12 months
• 69 percent report faster time to close
• 59 percent report higher lifetime value
• 71 percent report higher conversion rate
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4. Referral programs = greater
sales/marketing effectiveness

5. Two Keys to Higher Performance
• Marketing manages the program
• 3X more likely to achieve revenue goals
• Formal tools are in place
• 3X more likely to accelerate creation & conversion
Only 22 percent of companies have these in place!

6. Companies with formal referral
programs come out on top:

7. From the front lines…
• 56 percent of sales reps deem referrals “very important”
• 68 percent of reps with formal referral programs rated
their referral tools as effective or highly effective
• Vs 40 percent of those without formal programs
• 45 percent of reps with a referral program expect their
closed deals to increase in the next 12 months
• 47 percent of those without a referral program expect their
sales to remain flat

8. The impact for larger companies
• Among companies with formal referral programs and
200+ employees:
• 87 percent reported highly effective sales efforts
• Vs 42 percent without referral programs
• 67 percent reported highly effective pipelines
• Vs 36 percent without referral programs
• Nearly 4X more likely to have a “very involved” marketing
department in referral activities
• 58 percent vs 15 percent

9. The impact for larger companies
Among companies with 200+ employees:

10. Six Elements to Creating Your Own
Advocacy & Referral Program
1. Community
2. Customer Channels
3. Content
4. Context
5. Collaboration
6. Infrastructure

11. How do you get more
advocates & referrals?
Get ready for the speed round….
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12. Scripts & practice
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13. NEVER used the LinkedIn tool
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14. Read Joanne Black
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15. Read To Sell Is Human
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16. Use value-added assets for intros
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17. Make yourself more shareable
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18. Use every department in your org (and
theirs)
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19. Be more aggressive with LinkedIn
connections
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20. Be precise about requests
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21. Be more generous
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22. Write thank you notes
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23. Leave voicemails
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24. Follow up
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25. Be synonymous with something
specific
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26. Daily Tools
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27. Use excuses to reach out
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28. Respond to EVERY birthday message
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29. Lead with problems you solve (NOT
what you do)
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30. Housekeeping
• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide
• Our Referral Marketing Benchmark Study
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com noting what you
want
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31. Thank You!
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
matt@heinzmarketing.com
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