advocacy advantage: seattle
TRANSCRIPT
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Hello Seattle!
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Jim WilliamsVP Marketing, Influitive
@jimcwilliams
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#advocacyadv
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The internet and social Web have made it possible for any voice to be heard, but to be truly heard
you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.
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71% of buyers who see a personal value in a B2B purchase will end up buying.
Personal value had 2X the impact over business impact.
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© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Consumers trust people the most
Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014
To what extent do you trust each of the following types of promotion?
(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)
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There’s a Silent Killerin your Sales Pipeline
Of buying happens ‘belowthe surface’
75%
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Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise
Advocate Marketing • Customers raving in public• Building lifetime relationships • Army of advocates • Brands built by customers• Cut through the noise
The winners embrace a new model
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TO
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Access Power
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Status Belonging
Social triggers that drive advocacy
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The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach
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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
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the best spark a
movementpowered by a
groundswell of advocates
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Spark the movement
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Today’s Agenda
2:00PM Opening Remarks: Sparking The Movement with Jim Williams, Influitive
2:25PM Referral Hacks: 25 Best Practices, Tips & Tricks (in 20 Minutes!!) with Matt Heinz (Heinz Marketing)
2:50PM Driving Growth Through Online & Offline Advocacy with Nick Chambers (Clinicient)
3:15PM Networking Break
3:35PM Why Our Best Marketing Never Feels Like “Marketing” with Rand Fishkin (MOZ)
4:00PM Make Advocacy Part of Your Revenue Engine with Megan McConnell (InsideView) & Cari Baldwin (BlueBird)
4:25PM What Is Your Advocacy Advantage? with Deena Zenyk (Influitive)
4:50PM Closing Remarks
5:00PM Networking and Appetizers #advocacyadv
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Matt HeinzPresident, Heinz Marketing
@HeinzMarketing
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Referral Hacks: 25 Best Practices, Tips & Tricks (in 20 Minutes!!) Matt HeinzPresident, Heinz Marketing Inc@heinzmarketing
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Housekeeping
This is going to go fastFeel free to madly scribble notes, but you can also have a copy of this deckYou can also have (for free!) copies of:
• Full Funnel Marketing• The Modern Marketer’s Field Guide• Our Referral Marketing Benchmark Study • My award-winning* bacon recipe
Just bring me a business card (or send email to [email protected]) noting what you want
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This stuff works!
According to a Heinz/Influitive study of 640 referral program managers:
40 percent of leads come from referrals2X increase in referral lead volume over 12 months69 percent report faster time to close59 percent report higher lifetime value71 percent report higher conversion rate
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Scripts & practice
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NEVER used the LinkedIn tool
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Read Joanne Black
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Read To Sell Is Human
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Use value-added assets for intros
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Outro
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Make yourself more shareable
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Use every department in your org (and theirs)
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Be more aggressive with LinkedIn connections
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Be precise about requests
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Be more generous
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Write thank you notes
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Leave voicemails
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Follow up
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Be synonymous with something specific
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Daily Tools
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Use excuses to reach out
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Respond to EVERY birthday message
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Offer free samples (of your ideas too)
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Write more letters
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Lead with problems you solve (NOT what you do)
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Housekeeping
I told you that was going to go fast…You can also have (for free!) copies of:
• Full Funnel Marketing• The Modern Marketer’s Field Guide• Our Referral Marketing Benchmark Study • My award-winning* bacon recipe
Just bring me a business card (or send email to [email protected]) noting what you want
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Nick ChambersProduct Marketing Manager, Clinicient
@N_G_Chambers
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DRIVING GROWTH THROUGH ONLINE & OFFLINE ADVOCACY
Nick Chambers@N_G_Chambers
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CONFIDENTIAL ©2016 All Rights Reserved51
Nick Chambers@N_G_Chambers
• University of Oregon Alumni• Clinicient Employee #62• Product Marketing Manager• Customer Marketing Manager• Empower Community• The Clinicient LAB• Adjunct Lecturer – DPT 701
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CONFIDENTIAL ©2016 All Rights Reserved52
+ =
THE POWER OF STEALING
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SELLING THE IDEA
CONFIDENTIAL ©2016 All Rights Reserved53
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CONFIDENTIAL ©2016 All Rights Reserved54
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CONFIDENTIAL ©2016 All Rights Reserved55
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INTRODUCING THE EMPOWER COMMUNITY
©2016 All Rights Reserved56
DISCUSSIONS• Subscribe to specific threads• Contribute ideas and create new discussions
KNOWLEDGE BASE• Browse materials by role/topic• Find answers quickly using modern search engine
SUPPORT PORTAL• Search multiple resource libraries simultaneously• Receive possible solutions in real-time, before submitting your case
EXCHANGE• Join groups, ask and answer questions• Share files and access feeds tailored to your interests
CLINICIENT LAB• Earn rewards by spreading the word about Clinicient• Receive exclusive members-only offers
RESOURCES• Attend free weekly educational webinars• Receive the latest news on product upgrades and releases
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CONFIDENTIAL ©2016 All Rights Reserved57
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CONFIDENTIAL ©2016 All Rights Reserved58
Invitation Personalization
Socialization
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©2016 All Rights Reserved59
STATISTICS
Net PromoterScore
14 Referrals225 Advocates
1,500+ Challenges
1 Deal Won
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©2016 All Rights Reserved60
EMPOWER COMMUNITY STATISTICS
69% Return Users
134,000+ Pageviews
10,000+ Users
32,000+ Sessions
4:41 Duration
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©2016 All Rights Reserved61
LESSONS LEARNED
Scope Everything… and I mean everything
Reuse & Recycle your materials often
Never Stop Recruiting or selling the value
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©2016 All Rights Reserved62
Q & ANick Chambers@N_G_Chamberswww.linkedin.com/in/nicholasgchambers
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Networking Break
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Rand FishkinWizard of MOZ
@randfish
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Megan McConnell &
Cari BaldwinInsideView & BlueBird Strategies
@insideview @caribaldwin
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Why Content Marketing – Strategy and Measurement
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o Make Advocacy a Core Strategy
o How are Companies Using Advocacy to Create Revenue?
o What Does Your Advocacy Team Look Like?
o How Do You Roll It Out?o Challenges that Benefit the
Whole Organizationo Advocacy and ABMo Key Takeaways
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Align Sales and Marketing and Customer
Success
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Align Sales and Marketing and Customer
Success
Embrace Account-Based Everything
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Align Sales and Marketing and Customer
Success
Embrace Account-Based Everything
Reach Audiencesin Scale
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Build a High-Level Marketing Plan
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Build a High-Level Marketing Plan
Create InternalLaunch Plan
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Build a High-Level Marketing Plan
Create InternalLaunch Plan
BuildOperational Plan
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Build a High-Level Marketing Plan
Create InternalLaunch Plan
BuildOperational Plan
Plan and ExecuteExternal Launch
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oInvest the Time UpfrontoGet Everyone Onboard Early and Ofteno“Always On” State of MindoBe Cross-Departmental in Your ThinkingoDefine and Refine KPIs – Inside and Outside the Hub
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Cari - 650.464.4028Megan - 408.656.5820
[email protected]@insideview.com
facebook/bluebirdstratfacebook/sales.intelligence
twitter/caribaldwintwitter/insideview
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Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive
@DeenaZenyk
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What is Your Advocacy Advantage?
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Once Upon an Advocate Marketer
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Validated
AccomplishedSupported Importa
nt
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?
?
?
?
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Transactional or Transformative?
You Decide.
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Advocacy isYour Advantage
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Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv
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Spark the movement
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Influitive EDGEHow To Confidently Create An Engaging
Experience For Your Advocates
Free Live Training SessionNovember 2, 4:00 pm EDT
www.influitive.com/events107
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Influitive EDGEBe. Customer. Obsessed.
Be. Customer. Obsessed.Learn the advocate marketing skills that will drive your career forward.
SELF PACEDMOVE AT A SPEED THAT IS COMFORTABLE FOR YOUOn-line, interactive training courses, covering the fundamentals of advocate marketing and the Influitive platform.
CERTIFICATE COURSESGAIN CONFIDENCE AND BECOME AN ADVOCACY PROGet certified and be ready for today's and tomorrow's marketing challenges.
*NEW COURSE*BulletProof Advocacy
Building an Advocacy Program Your Customers &
CMO Will Love
edge.influitive.com
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Influitive, the Advocate Marketing Platform
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Our Approach: Help Deploy Your Advocacy Program
1. Establish Advocacy Program Plan Collaborate to help define goals, team, approaches, and timelines for your overall advocacy program.
2. Create BlueprintVia Influitive Services or a certified partner, establish a blueprint and deploy your advocacy program within Influitive’s Advocate Hub.
3. Manage Success Plan Via our Advocacy Coach, meet quarterly to monitor program, KPIs, plans and adjustments to approach.
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Have 2 Minutes? Would love your feedback.
bit.ly/AARsurvey
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