Transcript
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
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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
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#advocacyadv
Where’s the customer in your marketing strategy?
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Spark the movement
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