Hello Austin!:
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Jim WilliamsVP of Marketing, Influitive
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Today’s Agenda
2:00PM Opening Remarks with Jim Williams, Influitive
2:30PM Customer Advocacy: Its Impact on Demand Creation with Jen Horton, SiriusDecisions
3:05PM Advocacy & Pipeline with Amy Bills, Blackbaud
3:30PM Networking Break
4:10PM Kevin Magnum, Starr Conspiracy
4:35PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
5:00PM Closing Remarks
5:10PM Networking and Appetizers
#advocacyadv
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#advocacyadv
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Has marketing hit a wall?!
#advocacyadv
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!79% leads never convert to sales
68% believe content
strategies are ineffective
64% don’t trust
company information
Marketers are missing their targets
#advocacyadv
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!
#advocacyadv
Your buyers have evolvedskeptical. wary. peer-driven.
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92% that trust recommendations from peers, not brands
Sources: Nielson#advocacyadv
Self-ish Marketing
• Company talking about itself• Pushing products• Handful of go-to references• Companies controlling the
brand• NOISE
Advocate Marketing
• Customers raving in public • Building lifetime relationships• Army of advocates • Brands built by customers• Cut through the noise
to
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Maybe it’s time for a new model
#advocacyadv
3,900%growth in referred pipeline
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Crowd source revenue
#advocacyadv
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225Authentic customer
reviews
Build new categories...
#advocacyadv
22points higher than the
average NPS score
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Differentiate on customer delight
#advocacyadv
the best spark a
movementpowered by a
groundswell of advocates
15 #advocacyadv
It becomes a strategic imperative
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A central organizing principle
embedded in the fabric of the company
Human experience authentic, deeply
personalized, sense of community
Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates
#advocacyadv
Access Power
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Status Belonging
Driven by social triggers
#advocacyadv
18 #advocacyadv
#advocacyadv
Where’s the customer in your marketing strategy?
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Spark the movement
Jennifer HortonSenior Research Director, SiriusDecisions
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23 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
#SDSummitMay 26, 2016
Customer Advocacy: Its Impact on Demand Creation
Jen HortonSr. Research Director@jenhorton
Lisa NakanoResearch Director@lisanakano
24 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummitIntuitively…You Know It’s Good
#advocacyadv
25 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummitExecutive Summary
• Key issues• Customer experience is the largest driver of b-to-b buying decisions, yet its
impact is often ignored when planning demand creation objectives• Demonstrating advocacy’s impact on demand creation justifies investments in
advocacy and lends more precision to demand modeling• Marketers that account for customer advocacy’s impact are better able to
design demand creation programs that meet pipeline and revenue targets• What you will walk away with
• An understanding of advocacy’s impact on Demand Waterfall® efficiency• Our view of how to quantify advocacy’s impact on demand creation
performance• Examples of how companies account for advocacy’s impact
#advocacyadv
26 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
26@jenhorton @lisanakano
Customer Advocacy – Demand Creation Opportunity Leveraging positive experiences of successful customers
createsbuilding blocks for demand creation.
B-to-B Buying Cycle
EDUCATION
SOLUTION
SELECTION
The aggregation of activities where customers share their positive experiences with your brand such as:• Case studies• Sales references• Video testimonials• Social sharing• Community discussions• Influencer relations
Customer Lifecycle
DELIVER INITIATE
DEVELOPPARTICIPATE
RETAINACTUALIZE
GROWADVOCATE
71% of b-to-b decision
drivers are based on customer
experience
B-toB Buying Cycle
EDUCATIONNEED
SOLUTIONEXPLORE
SELECTIONCHOOSE 2015 SiriusDecisions Customer Advocacy Study
23% of b-to-b marketers focus on advocacy
for early-stage demand creation
Customer Lifecycle
DELIVER INITIATE
DEVELOPPARTICIPATE
RETAINACTUALIZE
GROWADVOCATE
#advocacyadv
27 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
27@jenhorton @lisanakano
The use of traditional and social media to set the stage for demand creation
Seed
Key Processes for Effective Demand CreationTo drive best-in-class performance, sales and marketing must align
roles and responsibilities to five SiriusDecisions Demand Waterfall based processes.
Helping reps increase their productivity, for both sales- and marketing-sourced demandEnable
Efforts geared to help move qualified demand more quickly through to revenueAccelerate
The creation of original demand, with a focus on quality vs. quantity
Create
NurtureThe care and feeding of prospects that aren’t ready for sales, or that have fallen out of the Demand Waterfall
#advocacyadv
28 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
28@jenhorton @lisanakano
Advocacy-infused content helps buyers build a stronger business case
Direct access to advocates helps buyers mitigate risk in purchase decisions
Advocacy-infused content supports buyers throughout the buying process
Referral and upsell/cross-sell programs source high-quality demand directly through advocates
Accelerate
Advocacy Can Impact All Demand Creation ProcessesUnderstanding where advocacy has an impact on demand creation
helps to justify advocacy investments – and results in better demand creation planning.
Enable
Nurture
Advocacy builds reputation, which sets the potential for demand creationSeed
Create
#advocacyadv
29 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
From Activity to ImpactDetermining opportunities for demand creation leverage
30 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
30@jenhorton @lisanakano
Identifying Opportunities for Advocacy LeverageDemand creators and customer marketing professionals need to
assess resources and capabilities to determine where advocacy can have impact.
Can I measure their impact?
How can I leverage them?
Do I have the right resources?
#advocacyadv
31 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
31@jenhorton @lisanakano
Seed Demand: Activate AdvocatesAdvocates can be a powerful tactic delivery mechanism to introduce
and spread the word about their experiences – as well as demand creation offers.• Relevant advocates and advocacy content• Willingness to participate• Ability to reach and engage advocates• Ability to track and measure advocacy activity
• Net Promoter Score• Brand sentiment• Influenced revenue
• Participate in investor and analyst briefings
• Social participation• Logo and testimonial usage• Drive awareness of demand creation
offers
Resources
Leverage
Metrics#advocacyadv
32 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
32@jenhorton @lisanakano
Bomgar: Building Relationships With AdvocatesThrough its advocate portal, Bomgar offers an array of challenges
and rewards to manage, engage and reward advocacy participation.
• Increased social followers by 12 percent
• Increased social mentions by 66 percent and content tweets by 45 percent
• Improved case study output by
50 percent• Generated 400+ new inquiries
Impact• Lots of happy customers and
high NPS scores• A program to build relationships
with advocates and activate them to build positive brand sentiment in important communities
• Adopt a technology platform that enables them to manage the program and track all advocacy activity
Objective
#advocacyadv
33 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
33@jenhorton @lisanakano
Create Demand: Expand Lead SourcesTargeting existing advocates or advocate networks often results in
demand that converts more efficiently and quickly than through traditional sources.
Resources
Leverage
Metrics
• Relevant portfolio of offerings for advocates
• Willingness and capability for advocates to contribute referrals
• Ability to track and measure demand sourced from tactics that leverage advocacy
• Inquiry, TGL or SGL generation• Conversion efficiency• Sourced revenue
• Cross-sell/upsell programs• Referral incentive programs• Case study and demand creation offer
assets
#advocacyadv
34 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
34@jenhorton @lisanakano
Accelerate Demand: Improve Time to RevenueAdvocacy content that helps the buyer answer questions
throughout the buying cycle also helps to reduce the time spent in each stage of the process.
Resources
Leverage
Metrics
• Relevant advocacy content assets mapped to each stage of the buying cycle
• Ability to isolate and analyze cohorts of demand that touched advocacy content vs. those that did not
• Velocity• Influenced revenue
• Small-net fishing programs• Pipeline acceleration programs• Obstacle removal programs
#advocacyadv
35 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
35@jenhorton @lisanakano
Enable Sales: Minimize Buyer Risk Direct interaction with advocates helps the buyer to better
understand, envision and evaluate the post-purchase experience as a customer.
Resources
Leverage
Metrics
• Relevant advocates• Ability to manage and track advocate and
buyer interactions
• Sales quota attainment• Deal dynamics• Influenced revenue
• Reference call support• Executive briefing center support• Customer event participation• Customer community participation
#advocacyadv
36 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
36@jenhorton @lisanakano
Citrix: Measuring Customer Advocacy ImpactCustomer advocacy team tracks all reference activities,
including those associated with opportunities for revenue influence effectiveness measures.
2013
2014
Total Pipeline $308,631,082
$334,863,027
Revenue Closed
$125,371,042
$209,371,042
Totals 466 won deals1,221 pipeline
1,283 won deals
1,128 pipeline
2015
$335,116,619
$516,661,287
1,642 won deals
1,595 pipeline
2013
2014
Marketing
201
470
Sales
197
494
Total ReferencesUtilized
323
964
2015
609863
1,472
#advocacyadv
37 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
37@jenhorton @lisanakano
Nurture Demand: Remain RelevantAdvocacy content can help maintain buyer engagement, create
urgency and build a business case to initiate a new buying cycle.
• Relevant advocacy content assets mapped to disqualification reasons
• Ability to isolate and analyze cohorts of demand that were nurtured with advocacy content vs. those that were not
• Conversion efficiency• Velocity• Sourced and influenced revenue
• Active recycle programs that help build the business case
• Passive recycle programs that requalify • Reconstituted programs that re-engage
Resources
Leverage
Metrics#advocacyadv
38 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummit
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
#SDSummit
38@jenhorton @lisanakano
Identifying Impact on Bookings VariationsAnalysis of monthly marketing activity, advocacy activity, market
conditions and pricing data to identify variables that correlate with bookings.The estimated equation explains 92 percent of the variation in bookings.Drivers for Total Bookings:• Market conditions• Pricing• Chat-sourced leads (lagged 3m)• Emails opened (lagged 4m)• Challenge completions• Demo-sourced leads (lagged 5m)• Partner-sourced leads (lagged 0, 3 and
6m)2015 SiriusDecisions Customer Advocacy Study
#advocacyadv
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#SDSummit
© 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
Action Items
• Demand marketing• Gather data from available sources to assess what
options exist for leveraging advocacy• Pilot and test advocacy leverage to build the case for
more infusion• Customer marketing
• Take baseline influence of advocacy on Demand Waterfall performance and analyze impact over this baseline
• Assess advocacy program quality and highlight opportunities for demand creation leverage
#advocacyadv
40 © 2016 SiriusDecisions. All Rights Reserved
@jenhorton @lisanakano
#SDSummitQuantifying Impact Crafts the Perfect Recipe
#advocacyadv
Amy BillsDirector Of Customer Marketing, Blackbaud
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42 @AmySilverBills | @Blackbaud | #bbchampions
Amy BillsDirector of Customer Marketing, Blackbaud@AmySilverBillsMichael Beahm, Senior Manager, Customer Advocate Marketing @mabeahm
How Blackbaud Influenced $500K in Pipeline with Customer Advocate Marketing
43 @AmySilverBills | @Blackbaud | #bbchampions
2011“Isn’t our Excel spreadsheet of references enough?”
2015$525K in referred pipeline
25% growth in reference database+2 staff and ever-wider scope
#advocacyadv
44 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv
45 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv
46 @AmySilverBills | @Blackbaud | #bbchampions
• Company ready for change• Good foundation of engaged customers were ready for more• Connected opportunity to our business• The right resources• The right partners
A PERFECT STORM.
47 @AmySilverBills | @Blackbaud | #bbchampions
EducateDefine Your Metrics
Cultivate Good Partnersand never forget…
KEEP FOCUS ON RELATIONSHIPS
#advocacyadv
48 @AmySilverBills | @Blackbaud | #bbchampions
49 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv
50 @AmySilverBills | @Blackbaud | #bbchampions
• Referred business (pipeline goal)
• Overall Champions growth
• Growth of engaged Champions
• Closed business influenced by references
51 @AmySilverBills | @Blackbaud | #bbchampions
Technology
LeadershipSupport
Ownership
Internal Champions
#advocacyadv
52 @AmySilverBills | @Blackbaud | #bbchampions
ACCLIMATIZING OUR ADVOCATES.
53 @AmySilverBills | @Blackbaud | #bbchampions
Agenda or Section SlideSubtitle if needed
AUTHENTICITY BEGETS ADVOCACY: A CASE STUDY The 30-for-30 referral campaign• We were transparent about our goal• We humanized it• We built extra incentives in the campaign• We educated on how and what to refer• We made it a team-effort
#advocacyadv
54 @AmySilverBills | @Blackbaud | #bbchampions
• Client Referral Pipeline > $750,000
• Revenue Influenced by References > 150 opportunities, $10m in pipeline
• New Customer Story generation > 100 stories, 25 per quarter (Ex: video & case studies)
• Online Reviews > Piloting programs with Trust Radius and G2 Crowd
• New Advocates > 20% growth or 600 new advocates
WHERE WE ARE TODAY:
#advocacyadv
Kevin MangumPartner, Starr Conspiracy
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The Starr Conspiracy | Confidential
The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may not be disclosed in any manner to anyone other than the addressee and authorized representatives of the client organization. 56
July 28, 2016
Gearing Up for a Successful Launch
Kevin MangumOwner/Partner, The Starr Conspiracy
The Starr Conspiracy | Confidential
About The Starr Conspiracy
The Starr Conspiracy | Confidential 57#advocacyadv
The Starr Conspiracy | Confidential
Getting Your Hub On Point1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
58#advocacyadv
The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 59
Program Objectives
The Starr Conspiracy | Confidential
Identify Your ObjectivesWhat are you trying to achieve?
• Referrals• References• Retention• Social amplification• Customer engagement• Product development• Brand reputation
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* R “Ray” Wang, Principal Analyst and CEO at Constellation Research
Companies who have improved customer engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%.
“
”#advocacyadv
The Starr Conspiracy | Confidential 61
For Instance...
1. Networking
2. Education
3. Influence Company X
4. Recognition
Year 1 ObjectiveCustomer Engagement
Year 2 ObjectiveIncrease Advocate-Influenced Deals
1. Shorten Sales Cycle
2. Increase Profit Margin
3. Get to Revenue Faster
4. Social Amplification
#advocacyadv
The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 62
Advocate Personas
The Starr Conspiracy | Confidential
Identifying Your Advocates
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The Starr Conspiracy | Confidential
Advocate PersonasWho’s going to help you achieve your objectives?
• Buyer OR Influencers OR End Users• Demographic vs Psychographic • Should you include detractors?
64CFO ClairePersonnel PeteExecutive Eddie
The Starr Conspiracy | Confidential
Persona DevelopmentWhat should be considered when developing advocate personas?
• Role in the Organization• Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points• Compelling Product Features and Benefits for This Buyer• Best Approach and Inclusion Factors for This Buyer• Role in the Buying Journey
65#advocacyadv
The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 66
Program Goals
The Starr Conspiracy | Confidential
Defining Program GoalsCreate specific goals for each objective.
• Goals may vary over first 90 dayso First 30 days - High engagemento 60-day mark - Reviews and brand promotiono Ongoing - Referrals
• Goals might vary by personao Drive 2 referrals a month through CFO groupo Increase engagement in IT groupo Get 20 social shares from the Operations group
67#advocacyadv
The Starr Conspiracy | Confidential
Goals Will Impact Engagement Strategy
68
GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals
#advocacyadv
The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 69
Organizational Buy-in
The Starr Conspiracy | Confidential
Buy-In Across Multiple Departments
70
AdvocateHub
Customer Service - NPS
Product Development - Beta
Marketing - Testimonials/Leads
Sales - Referrals
#advocacyadv
The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 71
Engagement Strategy
The Starr Conspiracy | Confidential
Engagement StrategyHow are you going to drive engagement within the Hub?
• What’s in it for the advocate?• Develop a theme for the program• Provide opportunities for advocates to network within the hub• Create challenges that are in line with your advocate’s psychographic profile• Start out with fun, easy to complete challenges...then work in your asks• Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks)• But most importantly, create a community you’d want to be a part of
72#advocacyadv
The Starr Conspiracy | Confidential
Recap1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
73#advocacyadv
The Starr Conspiracy | Confidential
Thank you!Questions?
Kevin MangumEmail: [email protected]: @KevinLMangum
74#advocacyadv
Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy
at Influitive
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What is Your Advocacy Advantage?
Once Upon an Advocate
77 #advocacyadv
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Spark a Movement
81 #advocacyadv
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Faster, smoother sales cyclesPeer recommendations can speed up sales cycles by 5x, and 60%+ of your prospects are influenced by reading online reviews
Connect your prospect with a reference, FASTCustomers who are members of an advocacy community can pick up reference call requests in less than an hour
DifferentiationHaving an exclusive community where customers can network & learn sets you apart from your competition
How will your Sales team benefit?
83 #advocacyadv
Accelerate & diversify content Proactively identify star customers willing to share their success. Give advocates early bird access to your content and evolve it based on what really speaks to your audience
Boost your PR & Analyst visibilityRecruit advocates for interviews & surveys in a matter of hours
Create social media buzzGrow your presence not with self-promotion but with advocate-initiated discussions
Drive Demand Gen Boost the # of inquiries through authentic customer stories, webinars, blog posts, etc. advocate-generated content
How will your Marketing team benefit?
84 #advocacyadv
A direct channel to communicate with your customers Clients that know you better and get valuable content/tips directly from you will stick around Drive user adoption & retention By personalizing the relationship, your customers will become more invested and more responsive, allowing you to detect issues sooner
Your customers’ success is your success As your build your advocacy ecosystem, your new/lower health customers will be inspired by the best ones, creating an organic support network & lower touch required from your coaches
How will your Customer Success team benefit?
#advocacyadv
Get fast, insightful feedback on the products they buildAdvocates give great feedback on product and have a wealth of ideas for improvements. Consider including them in roadmap decisions
Source beta testers Advocates are typically active users of the product, and therefore ideal candidates for beta testing/driving adoption of new key features
How will your Product team benefit?
#advocacyadv
Transactional or Transformative?
You Decide.
87 #advocacyadv
1. Pick a partner2. Pick a role
- Sales- Marketing- Customer Success- Product- Other
3. Let the ideas flow4. Share your favorite idea
88 #advocacyadv
Advocacy isYour Advantage
Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv