The Power of Brand Advocates for B2B

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2

Acquiring Customers Top B2B Concern

Generating more leads

Reaching decision makers

Improving lead quality

Improving product/service awarness

Demonstrating market impact on business

50%

46%

44%

41%

40%

Source: Forrester, MarketingProfs

Top 5 B2B Marketing Challenges

3

Brand Advocates, Definition

Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.

►Beyond like, love, or loyalty: Advocacy

4

Advocates: Unique, Powerful Segment

Most trusted sources Highly Influential Massive reach

Business Value

5

84% B2B Buyers Trust Word of Mouth

WOM

Sales

person

Web

inarsPrin

t

VARs, Sis

In-Person Ev

ents

Analysts

Socia

l Med

iaEm

ail

Web

Even

ts

Interac

tive M

edia

Blogs0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%

69% 69%66% 65%

59%

45% 45%41% 40%

30%24%

Source: Forrester

WOM Most Trusted Source for B2B Buyers

6

WOM #1 Driver of Sales in B2B

WOM

Sales

Reps

Meetings

Internet

Tradesh

ows

Direct

mail/em

ail

Print a

ds

TV Ads

Press c

overag

e

Radio Ads

-10%

0%

10%

20%

30%

40%

50%

60%54%

39% 38% 37% 37%32% 32%

26%23% 22%

54% B2B Buyers Say WOM Influences Purchases

Source: Keller Fay for Jack Morton

7

B2B Buyers are Active AdvocatesExecutives Talk More

Executives Total Public90

95

100

105

110

115

120

118

100

Executives Total Public0

20

40

60

80

100

120

102

77

…about More Brands … and Advocate Often

Recommendation No Recommendation0%

10%

20%

30%

40%

50%

60%

70%

61%

39%

Average # WOM Conversations Weekly

Average # brands cited weekly

% Conversations that include recommendation

Source: Keller Fay for Jack Morton Worldwide

8

B2B Buyers Most Socially Active

Creators Critics Collectors Joiners Spectators Inactives0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

43%

58%

48%

55%

91%

5%

18%

25%

12%

25%

48%44%

B2B Buyers US Online Adults

Social Technographics® Groups by Social Activity Participation

9

WOM Advocacy is Hot in B2B

Processes to evoke WOM through most enthusiastic

customers

Systems to encourage WOM

Ways to involve customers in generating product

ideas

Social tools like forums that encourage customers

to support each other

Social techbologies to research and understand

customers

24%

18%

17%

12%

12%

36%

27%

29%

25%

19%

Source: Forrester

Tactics B2B Marketers Currently Using or Planning to Use in 2011

10

An Army of B2B Advocates

Computer reta

iler

Telec

oms, ca

ble

Fin Se

rvices

Software

Software

Telec

oms

Software

eMail

Marke

ting0%

10%

20%

30%

40%

50%

60%

70%

80%

46% 48% 49%52% 53%

60%

68%71%

% B2B End-Users Highly Likely to Recommend

Source: Zuberance customer data, among end users surveyed

11

One Account, Thousands of Advocates

12

5X More Valuable than Ave Customers

Ave Customer

Advocacy Value 3X

Brand Advocates

Spend Value 2XSpend

ValueSources: Deloitte; Owen, Brooks

$565,000Value of one Advocate for

enterprise software company

13

Advocates Impact B2B Sales Funnel

Awareness

Consideration

Conversion

Loyalty

Advocacy

Word of Mouth

Zuberance AppsAdvocate ReviewsAdvocate Stories

Advocate Answers Advocate Offers

Advocate ReviewsAdvocate Stories Advocate Answers

All Advocate Apps

14

Activating Advocates

50% 30%Write reviews or testimonials

13%Answer prospects’ questions

30%Share or publish content and/or offers

“How likely are you to recommend our brand or product?”

10XSource: Zuberance-powered surveys

Average “Return on Advocacy”

Within First 90 Days…

(Average across all Zuberance customers. Results vary.)

15

Advocate Channel vs. Trad. Marketing

In-Bound ClicksPer 100K Emails

Advocate eMail

6K

70K

Brand eMail

Conversion Rates

AdvocateChannel

2.5%

25%

OnlineMarketing

CustomerAcquisition Costs

AdvocateChannel

$25

$100

TraditionalMarketing

16

Intuit Turns Advocates into Marketing Force

“Energizing our Advocates is game-changing for Intuit sales & marketing.” – Laura Messerschmitt, Intuit Marketing

Intuit building “Advocate Army” of 500K Brand Advocates

Advocates creating & publishing online reviews– Ave. star rating 4.8 of 5 stars

50% Advocates sharing offers with social networks– 230% in-bound click rate from offers

shared by Advocates

Start Energizing Your Advocates Now!Learn more:

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