supercharge your sales process with advocates! (influitive)
TRANSCRIPT
Supercharge your Sales Process with Advocates
June 20, 2013
Mark Organ, CEO@markorgan
[email protected] #advocates
2
Influitive helps B2Bmarketers recruit,mobilize and recognizean army of advocatesthat outsell their bestsales reps.
About Influitive
2013 Cool Vendor in Social Marketing
3
The modern B2B company generates demand using multiple means, featuring effective content
OutboundInbound
Advocate WOM
4
Advocate-generated content is highly relevant
Salespeople Colleagues & peers
Whose content are buyers more likely to trust?
5
Customer advocates drive the most efficient buying process
Source: B2B company survey; Analyst materials; Influitive model
6
Your company is no longer in control of the buying process!
75% 25%
2006 2010 2014F0%
10%
20%
30%
40%
50%
60%
70%
3.5X increase
Dependence on knowledgeable peers in the buying process (B2B software buyers)
Initiates process
Initiates contact
Purchase
complete
75% of buying process complete before B2B buying interacts with company!
7
You can drive customer advocate WOM
8
Referrals
Product reviewsBlog comment
s
Advocacy lives across the customer lifecycle
ReferencesRetweets, likes, shares
Discover
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst interviews
Consider, Retain, Inspire
Purchase
9
Well-executed advocate programs drive WOM performance
The common elements of all advocate programs:
Tasks
Scores
Rewards & recognition
10
11
12
Why do people advocate…?It’s hard-wired into our brains!
Amygdala
Emotional rewards
Orbitofrontal cortex
Judgment of relative value – reciprocity – social survival skills
13
1. Part of the Team
What Motivates Advocates?
14
What Motivates Advocates?
2. Measurable Impact
15
What Motivates Advocates?
3. Social Currency
16
EXTREME ADVOCATE PRODUCTIVITYMore than 4.3 activities per session!
Advocate-centered Comprehensive Self-service
Influitive’s unique approach to advocate programs
17
When customers market for you… …beautiful things
happen!
more customer engagement, support and
content
55%
Value of user generated content
created by each new advocate:
$135K
17 positive product comments
26 customer videos
500% more award submissions
18
Introducing – the Ektronauts!
19
Fred’s mission:
Develop customer references and
testimonials that accelerate the sales cycle and
enhance Ektron’s reputation in the
marketplace.
Integrated advocate marketing at
20
500% increasein award
submissions
26 customer videos captured
in 2 days
17 positiveproduct reviews
on Quora
#1 search
result in Google!
Integrated advocate marketing at
21
MISSION:
White paper/ebook
Speakingengagements
SDR outreach
Referralcampaigns
Sharing thecontent
Customer testimonials
& case studies
Capture 50%+ market share in the HR software space with astonishing speed
A seamless and integrated approach to demand generation, with advocates at the core
InboundOutbound
Marketing element:
Advocate engagemen
t:
Supercharge your Sales Process with Advocates
June 20, 2013
Mark Organ, CEO@markorgan
[email protected] #advocates