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Advocate Marketing 101What Everyone Needs to Know about Building an Advocate

Marketing ProgramLiz Pedro// March 8th, 2016

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Can I Tell You a Story?• 2013 joined Mitel to build customer

success marketing program• Quickly realized opportunities to

leverage advocacy:• No reference program in 41 year history• New brand launch planned in 2014• Deepen employee engagement • Grow social reach

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Step 1 – Define Program• Secure executive sponsor! • Define mission & vision• Define high-level objectives• Define scope (references,

referrals, social, referrals, press, analyst, etc.)

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Step 2 – Assessment• What are the company’s key

objectives and priorities• Evaluate what advocacy tools/systems

are currently used• Identify team of peers and cross-

functional coworkers to work with• Check what budget & staff you will have

to accomplish your goals

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Step 3 – Build the Plan• Build communication plan

(socializing advocacy and increasing visibility)

• Include mission, vision, objectives which align with company objectives, scope, etc.

• List metrics/results you’ll use to measure your overall success

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Step 4 – Program Launch• Invite advocates to join program • First 30 days critical to keep new

advocates engaged• Always be sending out new invitations• Keep things fresh and fun (invites and

challenges)

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Step 5 – Evaluate & Adjust• Communicate program success• Evaluate monthly/quarterly metrics• Make adjustments as needed• Remember - It’s about engaging

with advocates!

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Success for Mitel + Personal Success• 523,000 acts of advocacy• 200,000+ social media posts • 2,186 Advocates• 1,165 Referrals• 725 Reviews

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Three Key Takeaways1. Secure executive sponsor2. Align your program with key

company objectives3. Strong communication plan

(socializing advocacy and increasing visibility)

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