Amy Bills, Blackbaud: Advocacy Advantage Austin

Amy BillsDirector Of Customer Marketing, Blackbaud

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2 @AmySilverBills | @Blackbaud | #bbchampions

Amy BillsDirector of Customer Marketing, Blackbaud@AmySilverBillsMichael Beahm, Senior Manager, Customer Advocate Marketing @mabeahm

How Blackbaud Influenced $500K in Pipeline with Customer Advocate Marketing


2011“Isn’t our Excel spreadsheet of references enough?”

2015$525K in referred pipeline

25% growth in reference database+2 staff and ever-wider scope

#advocacyadv

4 @AmySilverBills | @Blackbaud | #bbchampions #advocacyadv



• Company ready for change• Good foundation of engaged customers were ready for more• Connected opportunity to our business• The right resources• The right partners

A PERFECT STORM.


EducateDefine Your Metrics

Cultivate Good Partnersand never forget…

KEEP FOCUS ON RELATIONSHIPS

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• Referred business (pipeline goal)

• Overall Champions growth

• Growth of engaged Champions

• Closed business influenced by references


Technology

LeadershipSupport

Ownership

Internal Champions

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ACCLIMATIZING OUR ADVOCATES.


Agenda or Section SlideSubtitle if needed

AUTHENTICITY BEGETS ADVOCACY: A CASE STUDY The 30-for-30 referral campaign• We were transparent about our goal• We humanized it• We built extra incentives in the campaign• We educated on how and what to refer• We made it a team-effort

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• Client Referral Pipeline > $750,000

• Revenue Influenced by References > 150 opportunities, $10m in pipeline

• New Customer Story generation > 100 stories, 25 per quarter (Ex: video & case studies)

• Online Reviews > Piloting programs with Trust Radius and G2 Crowd

• New Advocates > 20% growth or 600 new advocates

WHERE WE ARE TODAY:

#advocacyadv