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Product Evangelist and the KPIs Pitched September 9, 2015 By Keith Brooks [email protected] Twitter: @ Lotusevangelist http://linkedin.com/in/keithbrooks

Product Evangelist Pitch

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Page 1: Product Evangelist Pitch

Product Evangelistand the KPIs

Pitched September 9, 2015By Keith Brooks

[email protected]: @Lotusevangelist


Page 2: Product Evangelist Pitch


• Zero budget

• Not PPC or Ad Campaigns “Just awareness”

• Break down of average weekly activities

• Topics/Industries to target

• KPIs to track

• What do I need from my manager

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Week 1 – Lay of the Land

• Get logins, equipment, charts, graphs, data

• Get to know everyone, everything, everywhere

• List existing links, socmed, analysts, blogs, microsites, conferences

• Narrowing scope, verticals, clients, outreach areas

• Pitch emails and topical ideas for blog posts and articles

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1. Analysts Outreach/Research – Find, Feel, Fuel, Flip

2. Periodicals Outreach/Research – Track, Talk, Trial, Translate,

3. Verticals Outreach/Research – Purpose, Plans, People, Post, Promote

4. VBlog/Podcasting/Defined Webinar (1-2 a month)

5. Blog Writing (2-3 a week)

6. Article Writing (1-2 a week)

7. Infographics (every 2 weeks)

8. Socmed – Tweets/LinkedinBuffer and Live QA/Replies (open time)

1. Facebook - TBD

2. Reddit /Mashable and other “peer reviews”

3. Internal meetings/administration

4. WebSite links and landing pages for the content

5. Followups with existing clients

6. Followups with potential clients

7. Slide Decks updated or produce new mini decks, no more than 5 slides highlighting key points.

8. Pass Decks to customers via short (15m) webinar about what they may be missing

9. White papers or Position Papers if/when we feel the need


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Industry Prospects• Identify the customer segments, and the

problem being solved.

• When you offer to help people solve problems and learn from your mistakes, bloggers and writers will be a lot more interested.

• More importantly, readers will be more interested in the news you want to share because first you helped them—and that gives them a great reason to be interested in your business.

– Dharmesh cofounder HubSpot


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Industry Prospects1. Security/Background Checks

2. Credit card/Banks/Financial

3. Human Resources

4. Airlines

5. Government/Military

6. Libraries

7. Insurance Company

8. Sales People

9. Genealogy



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Topics• API to startups and other companies• Is your Prospect an Axe Murderer?• Beer is Better With Friends, Find Some You Lost• Sort Bad Guys Faster Than a Speeding Bullet• What else do we not do yet?• Watson vs. Our app, who wins• Use the Force for Good• Contacts Bingo Cards• Finding Family• Airline Master list• Sales CRM Boost• Vulcans Don’t Lie• Politicians/Rock Stars• Sports Heroes

• Outlook/Notes/FB/Twitter etc.. Contact Fill ins

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• Start from day 1 with volume, sales, client base #’s.• Look at past 3 years growth and numbers to have a base.• 2 Primary ones: • Create and Deliver Content• Increase sales/Involvement of customers• Basic Social Media numbers, while #’s don’t matter,

retweets, forwards, tags, likes do as it means we are doing something right.


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KPI - Distribution

• Followers

• Fans

• Number of mentions

• Reach

• Social bookmarks

• Inbound links

• Blog subscribers

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Interaction• Retweets

• Forward to a friend

• Social media sharing

• Comments

• Like or rate something

• Reviews

• Contributors and active contributors

• Page views

• Unique visitors

• Traffic from social networking sites

• Time spent on site

• Response time

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• Share of conversation vs competitors

• Satisfaction

• Sentiment positive, neutral or negative

• Number of outside the company evangelists

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Action and ROI• Conversions (email subscriptions, downloads, install widget or tool)• Sales revenue• Registered users• Issues resolved and resolution rate• Number of leads (per day, week, month)• Cost of lead• Lead conversion rate• Cost of sale• Revenue (per follower, lead, customer)• Lifetime value of customers• Support cost (per customer in social channels)• Share of repeat customers (from social media vs other channels)• Transaction value per customer• Money in the bank, net profit, etc

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• Blog posts• Infographics• Presentations• Videos/Podcasts• Facebook updates• Tweets• Forum posts• Social media marketing Budget/Expenses• Social media related development costs

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Long Term

• Maintain marketing plan for posts, articles, interviews

• Events/Conference Speaking

• Plan some marketing events in NY/CA/UK


Mid TermReview what is working and gaining traction and what is not. Focus more on the positives and reducing the negatives.

Page 15: Product Evangelist Pitch

Required from Management• Please keep an open mind

• Keep me in the loop

• Fix the website/SEO or let me do it

• Experimentation is free usually, we will try it often

• Review and Approve or at least provide input

• Tell me when I am way off or wrong

• Don’t expect everything to change over night

• Send me to conferences for industry knowledge and connections, I need to keep learning and meeting people who need us


Page 16: Product Evangelist Pitch

Product Evangelistand the KPIs

Pitched September 9, 2015By Keith Brooks

[email protected]: @Lotusevangelist