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Bill Lee@[email protected]
Author of “The Hidden Wealth of Customers”, (Harvard Business Review Press) and President of the Summit on Customer Engagement (February 25-26, 2014)
FEATURING:
JIM WILLIAMS@[email protected]
VP of Marketing at Influitive, the advocate marketing experts
Tweet about this webinar: #advocatemktg
[email protected]©Copyright 2014 by Bill Lee
About Bill Lee
There's really nothing I've seen like it in the country.”
Lisa Arthur, CMO, Teradata Applications
The most insightful business book I’ve read this year.
Dorie Clark, Forbes Online
When it comes to developing high-impact customer relationships, I found out very quickly that all roads on that issue
lead to Bill Lee." Jackie Breiter, Vice President, Customer Success and Flagship
Program, CA Technologies
[email protected]©Copyright 2014 by Bill Lee
ClientsWe provide educational, research and
consulting services to leading firms, both large and small.
"The value was unbelievable. If we'd had this knowledge when we first started, we'd be in a better place today.”
Vicki Cooney, VP Market Development, AmerisourceBergen
[email protected]©Copyright 2014 by Bill Lee
2014’s Most Important Reality
Buyers want—and increasingly expect—to hear from their peers
before they purchase.
[email protected]©Copyright 2014 by Bill Lee
The Yelpification of Big Law
"OTHER WAYS OF SELECTING COUNSEL JUST DON'T HAVE THE SAME RELIABILITY AND LEVEL OF INSIGHT.”Bob Marin, General Counsel, Panasonic North America.
“72% of general counsel said that they will be migrating a larger percentage of work away from white-shoe firms”.
[email protected]©Copyright 2014 by Bill Lee
Filling The Gap
I.Learn HOW
BUYERS BUY.
III.Create MORE
CONVERSATIONS.
The 4 Pillars
Buyer’s are bypassing this >
Growth
Stagnation
For this ^IV.
Allow what you learn
to CHANGE YOU.
GAP
II.Get
THE RIGHT CUSTOMERS
into these conver-sations.
Traditional Marketing Communications:Advertising, PR, Marcom, Lead Gen, Social Media
Buyer’s Conversations:Directly With Their Peers
III.Create MORE
CONVERSATIONS.
[email protected]©Copyright 2014 by Bill Lee
Marc Benioff’s Epiphany
Our customers are: –More credible to buyers–More persuasive to buyers–More empathetic to buyers –More interesting to buyers– Better able to understand their needs
… than we are.
And there’s a lot more of them.
[email protected]©Copyright 2014 by Bill Lee
Marc Benioff’s Epiphany
• “Let your customers drive innovation.”
• “Energize your customers into a million-member sales team”.
• [What two marketing approaches lead most directly to sales?] “The word-of-mouth phenomenon of customers
sharing their success stories with their peers.”
[email protected]©Copyright 2014 by Bill Lee
Marc Benioff’s Greatest Technology
H2H
(Human to Human)
H2HHuman 2 Human
What’s an advocate?
More: One that makes a non-financial investment in your company.
IT
HR
Sales
Marketing
Development
What does an advocate do for YOU…
Product reviewsContent distribution
References User groups
Product surveys
Customer Advisory Boards
Analyst briefings
What does an advocate do for YOU…
Why do we advocate?
Advocate motivation
Status Access Power Stuff
PLA
NN
ING
IDEN
TIF
YIN
G &
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NB
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RD
ING
EN
GA
GIN
G
RE
CO
GN
IZIN
G
& R
EW
AR
DIN
G
MEA
SU
RIN
G
5 steps to building a successful
advocate marketing program
The Advocate Marketing Playbook
#advocatemktg
Questions?
