Advocate MarketingThe Evolution of the Marketing Industry

Agenda

1.What is Advocate Marketing?

2.The origin: How Advocate Marketing began

3.The future: Why Advocate Marketing is here to stay!

So what is Advocate Marketing?

Broad Definition - A discipline that helps businesses capture the enthusiasm of their customers, partners, and employees, and turn that into a powerful force for igniting business growth.

But What Does That Mean?

Let’s take a step back...

How has marketing typically been done?

Company

Prospects

Typical Marketing

Typical Marketing: Companies Marketing Directly to Prospects

● Typical marketing ultimately boils down to companies reaching out to prospects and moving them from the top of the funnel, down to the bottom where they become a customer

● Typically companies reach out to prospects directly - email, phone, social ads (facebook, twitter, etc.)

Look Familiar?

Then companies asked themselves...

Customer Driven Marketing: Would Our Customers Say the Same Things We Are?

Asking customers for their input on how to market to prospects can provide tremendous insight

Companies began learning how to assess which of their campaigns are the most successful, the type of content prospects find engaging, where they should market, and so much more!

Company

Prospects

Customers

Customer Driven Marketing

Wouldn’t it be amazing if our customers actually did the

marketing for us?

Advocate Marketing - Customers Marketing to Prospects

Advocate Marketing came into fruition when companies recognized that the best, and most authentic salesperson is a happy customer

Companies have begun to develop programs that are aimed at mobilizing customers into advocates that support market awareness, new revenue generation, and business growth

Company

Prospects

Customers

Advocate Marketing

Is marketing the only department that

benefits?

How Advocate Marketing Can Provide Value

Sales - referrals speed up the sales cycle by 5x

Product Development - obtain valuable feedback on your product / service

Marketing - identify new prospects, and get support in capturing their attention

Customer Success -

advocates often feel more content and are more likely to make repeat purchases

So how do you actually do Advocate Marketing?

Rookie Mistake →

Starting off the conversation with an ‘ask’- Please leave a

review…- Rate our product…- Share our content…- Refer a friend...

Provide some value

The key is to start with how you can offer

value, which in turn mobilizes customers

into vocal and passionate advocates!

Providing Value First

Educate

Facilitate Networking

Have fun :)

Gamify

Incentivize

Gamify the Process!

Allocate points to the completion of activities

Leave a review - receive 50 points

Advocates can redeem their points for rewards

Company apparel, ebooks, gift cards, etc.

Have a leaderboard where advocates can compete for points

Have fun with your advocates!

If you’re having fun, your advocates are having

fun.

So What Have We Learned?

Key Takeaway - #1

Marketing is always changing, and today we see it moving in the direction of more

customer centricity and advocacy

Key Takeaway - #2

Advocates can add value to your typical marketing efforts, and can add value by

promoting your company/products/services directly to

prospects

Key Takeaway - #3

Advocacy can help more than just marketing

Key Takeaway - #4

The key to executing advocacy is to start by providing value to customers in such a

way that they feel and engaged and empowered to advocate

Want to learn more about Advocate

Marketing?

(and even get a Level 1 Advocate

Marketing Certificate?)

edge.influitive.com