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Advocate Marketing Defined
Including customers, fans, and influencers as a programmatic part of your marketing engine
reviews!references!
referrals!social media!
content!
intelligence!
usability!training!
strategy!
PR!
community!
speakers!
Advice from peers is the #1 most influential source of information during the B2B buying process.
– BuyerSphere 2013
Advice from a friend
Search Engine
Supplier Website Email
Industrial Intermediary
Sent by a friend
Online display ad
Social media
Wider advice
Industry community
Buyers get 57% of the way through the buying process before they talk to a sales rep.
– Marketing Leadership Council
57%
Searching within communities is the top way B2B decision-makers discover new approaches.
– Forrester Research
Searching within communities
Vendor content
Peer content
Q&A
58%
31%
22%
20%
What’s Driving The Need for Advocacy?
Fundamental Changes at Work
These dynamics are forcing companies to develop stronger strategies for
customer success, retention, loyalty, and word-of-mouth
SaaS Social Media
• Easier to sign up • Easier to switch • Pay-as-you-go
• Unbiased expertise • Vendor validation • ROI proof points
“We Thought If We Didn’t Get A Press
Release, We Failed!”
The old way of thinking about customer marketing
Product Development
Launch & Training
Sales & Marketing
Brainstorming Usability Beta Testing
Community Liaison Educational Expert
Spotlights Testimonials References Referrals
Virtually any h
appy customer can g
et involved
Advocate programs are based on relationships Key Concepts
• People, not companies • Give first, then receive • Recognition, not bribes • Mutual benefit • Micro-community
70 live product feedback sessions per quarter
renewal rate for customers
in the program
100%
139
14 opt-in references, before and after $130K
total value returned by each
advocate
A Security Company A Marketing Automation Company
An Email Marketing Company An Education Tech Company
B2B Customer Loyalty & Advocacy Programs
• Customer engagement programs • Advocate communities • Social nurturing & prospecting
About Us
Contact Brian Gladstein (781) 820-2654 [email protected] @briangladstein | @explorics