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The Power of Brand Advocates for B2B
www.zuberance.comblog.zuberance.com
twitter.com/zuberance
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
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:
www.zuberance.comblog.zuberance.com
twitter.com/zuberance