Advocacy Advantage Austin

Jim WilliamsVP of Marketing, Influitive

1

2

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

3

#advocacyadv

4

5

Has marketing hit a wall?!

#advocacyadv

6

!79% leads never convert to sales

68% believe content

strategies are ineffective

64% don’t trust

company information

Marketers are missing their targets

#advocacyadv

7

!

#advocacyadv

Your buyers have evolvedskeptical. wary. peer-driven.

8

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

9

Maybe it’s time for a new model

#advocacyadv

3,900%growth in referred pipeline

10

Crowd source revenue

#advocacyadv

11

225Authentic customer

reviews

Build new categories...

#advocacyadv

22points higher than the

average NPS score

12

Differentiate on customer delight

#advocacyadv

the best spark a

movementpowered by a

groundswell of advocates

13 #advocacyadv

It becomes a strategic imperative

14

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

15

Status Belonging

Driven by social triggers

#advocacyadv

16 #advocacyadv

#advocacyadv

Where’s the customer in your marketing strategy?

18

19

Spark the movement