2. WEBINAR Boost Your B2B Marketing Success With Advocate Marketing
Laura Ramos, Vice President, Principal Analyst
March 2, Call in at 12:55 p.m. Eastern time

4. Image source: Goodwill (yourgoodwill.org)

5. Image source: Gainsight (http://www.gainsight.com/)

6. Agenda
Why the digital age increases importance of customer goodwill
How advocate marketing turns goodwill into business value
Four steps you can use to put advocate marketing to work

7. Agenda
Why the digital age increases importance of customer goodwill
How advocate marketing turns goodwill into business value
Four steps you can use to put advocate marketing to work

8. Buyer empowerment creates a new age of competitive advantage
Source: “Winning In The Age Of The Customer” Forrester report

9. Digital shifts the balance of power to your customers
Source: “Winning In The Age Of The Customer” Forrester report

13. Image source: Entrepreneur (https://www.entrepreneur.com/)

14. Advocate marketing is . . .
The use of marketing strategy, budget, and resources to encourage customers, employees, or partners to do something on behalf of your company, with or without the expectation of mutual benefit.
Source: “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report

15. Agenda
Why the digital age increases importance of customer goodwill
How advocate marketing turns goodwill into business value
Four steps you can use to put advocate marketing to work

16. AoC heightens importance of advocacy
“Why is advocacy more important in B2B marketing today?”
Base: 26 B2B marketing professionals or technology providers (Qualitative research, open-ended responses, top 5 shown)
Source: “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report

17. “Social proof can't come from the company; it must come from customers
“Social proof can't come from the company; it must come from customers.” – Howard Tarnoff, SVP of customer success, Ceridian

18. Greater brand reach at lower cost
Advocates  Reach
ENGAGE
ASK
USE
BUY
EXPLORE
DISCOVER

19. Advocacy has measurable impact
1,400 advocates tweet 400 to 500 times a week. Generated 800 reviews from customers and partners.
REV* = $250 million in closed/won deals.
Influenced additional $500 million in pipeline.
Source: “Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers” Forrester report
*REV = Reference Engagement Value

20. Personal, engaged customer relationships
“Now I know what business books he's reading and we chat about those. The program helps our web of influencers work with every account in this way.” – Holly Zoba, SVP of sales, Signature Worldwide

21. Advocacy delivers relationship value
“What benefits have you realized from your advocacy programs?”
Source: “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report

22. Relationships That Last A Lifetime
Strategy Program tactics

23. Agenda
Why the digital age increases importance of customer goodwill
How advocate marketing turns goodwill into business value
Four steps you can use to put advocate marketing to work

24. No. 1: Decide what advocacy should achieve
Which business goals can you impact most with customer goodwill?
Reach and educate.
Validate claims.
Generate business.
Collaborate.
Source: “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report

25. Successful advocacy programs focus on participants
Keep the focus here.
What’s in it for them?
What’s in it for us?

26. Advocacy marketing prerequisites

27. No. 2: Use the IDEA cycle to plan programs
Source: “CIOs: Use Your BT Agenda To Support eBusiness Strategy” Forrester report

28. Identify: Understand advocate motivations

29. Be thoughtful about selection criteria

30. Design: Shift from siloes to strategic
Source: “Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers” Forrester report

31. Engineer: Three basic levels to consider
Relationship
Advisory board
Key influencers
Depth
References and case studies
User conferences and online communities
Reach
Referring
Sharing
Educating

32. Reach: Bomgar uses holiday fun to increase membership and activity

33. Depth: FireEye uses education to drive leads and revenues

34. 28 feedback contributions
Depth: Aerohive boosts engagement by focusing on participant wish lists
29 IT tool tips
28 feedback contributions
6 product reviews
“I never thought PR would be expected to bring in leads now I can.” — Jenni Adair, director of corporate communications and customer advocacy, Aerohive
Source: Aerohive (

35. Relationship: Blackbaud Champion reviews reposition its products

36. Exclusive: LexisNexis brings IT and business execs together; ends up driving new revenue
Intimate session: facilitated dialogue, track sessions, and demonstrations
Customers present own case studies.
With participating members:
Sales cycle decreased from nine to four months
Closed more deals in one quarter than prior two years
Moved LN from vendor to partner
Source: Geehan Group (

37. Analyze: Get clear on what you want to measure and report

38. Use reciprocity to balance scope against program scale

39. No. 3: Develop your recruitment process
Identify/approve member selection criteria.
Make the recruitment process continuous.
Set clear expectations: Be crystal clear on rewards and membership criteria.
Have a process for reinvigorating dormant members, or culling them out.
Create a way to stay in touch with alumni.

40. To increase engagement, make it easy
Fit in their daily workflow.
Entertainment and engagement count.
Measure to make results tangible (inside and out).
Staff to recruit well.

41. Master links between advocates, engagement, and value
Get involved to keep advocates involved.
Make participation valuable.
Express heartfelt gratitude.
Build relationships at scale.
Keep it strategic!

42. No. 4: Know your technology/service options
Focus on outcomes/goals.
What do you have? What might you need?
Run the program without technology first to make sure it “works” — then invest to scale.

43. Address advocate program dependencies

44. Recommendations Audit your customer goodwill
Secure executive commitment to tapping into the potential value of goodwill
Link goals to explicit measures of success
Review dependencies
Start small but keep it strategic

45. =

46. To learn more:
Report: Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime
Report: Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers
April 26-27, New York
May 23-24, London

47. Laura Ramos
@lauraramos

48. MARKETING 2016
April 26-27, 2016 • New York Hilton Midtown • New York
As digital technologies empower independence and fragment attention, modern marketing teams must deepen their understanding of their rapidly evolving digital customers.
Marketing professionals will learn how to master available options for technologies, agencies, and suppliers in today’s complex marketing ecosystems and orchestrate powerful marketing campaigns and tactics across multiple channels and platforms.

49. MARKETING EUROPE 2016
May 23-24, 2016 • Lancaster London • London
As digital technologies empower independence and fragment attention, modern marketing teams must deepen their understanding of their rapidly evolving digital customers.
Marketing professionals will learn how to master available options for technologies, agencies, and suppliers in today’s complex marketing ecosystems and orchestrate powerful marketing campaigns and tactics across multiple channels and platforms.