If you’ve ever recommended a product or service to a friend or family member, you could call yourself an advocate marketer.
Advocacy marketing is a marketing technique that relies on existing customers to attract new customers by talking about or recommending the product or service. Because nearly 84% of people base on other users’ reviews to make their purchases, advocacy marketing can be really beneficial for B2B businesses as a marketing strategy. It is also, to a certain extent, an extension of social entrepreneurialism.
For many businesses, discovering advocacy marketing is akin to starting a corporate revolution. It sounds easy, but requires a unique set of skills and techniques to achieve optimum results.
Below we highlight nine advocate marketing success stories from B2B brands and how they were achieved.
Blackbaud’s success with referrals
When it launched Blackbaud Champions, its new advocate marketing program, the cloud software company Blackbaud didn’t expect much. But by making the advocacy program fun and competitive for its customers, Blackbaud ended up seeing over $213,000 in revenue, all generated in 3 months from 12 months’ worth of referrals.
How did Blackbaud’s team achieve this? By inviting their existing customers to the platform and creating easy advocacy challenges for them to complete. Every finished challenge was recognized and rewarded.
Cisco conquered Social media
Cisco embarked on its advocacy marketing program intending to boost its social media presence. Its existing customers were a smart bunch, always looking to share their expertise on social media. Cisco invited them to become advocates – Cisco Champions – and then asked them to talk about Cisco on social media as much as they could.
They were also invited to submit content on Cisco’s blogs and take part in #CiscoChat on Twitter in exchange for exclusive invites to certain events, access to Cisco engineers and more. Today the company boasts over 55,000 tweets generated about Cisco alone and over 100 blog posts written by Cisco Champions (all these resulted in nearly 8000 social media attentions and 44,000 clicks).
InsightSquared’s shot to the top
InsightSquared, the analytics company, was looking to bolster their presence on major review sites like GetApp and TrustRadius. They decided to try advocate marketing and hoped for about ten reviews across each review site by campaign’s end. Surprisingly, they ended up with over 100+ reviews.
The strategy employed was simple. InsightSqaured’s team understood that its services weren’t easy to grasp. So, through their advocate marketing program The Square, the company used fun challenges to explain InsightSquared’s services to potential advocates. At the end of the program, the company asked enrollees if they would recommend InsightSquared. The result was 100+ reviews on all major review sites.
Marketo and the power of rewarding customers
For Marketo, the CRM company, the goal was to generate at least 50 reviews per quarter across major review sites including TrustRadius, G2 Crowd and AppExchange, where ‘most of its pipeline comes from,’ according to its senior customer marketing manager.
Its advocacy marketing campaign was unique; advocates were rewarded before they wrote a single review.
The campaign was shared by Marketo’s team on social channels and during live events such as Marketo Jeopardy and Purple Palooza and resulted in over 538 genuine reviews across all Marketo’s dream platforms, including TrustRadius, G2 Crowd and even Software Advice.
HootSuite and its super users
HootSuite took advantage of its ‘superusers’ to boost its advocacy marketing program. By the program’s peak, the analytics company had seen over 9000 content shares across various social channels, resulting in over 240,000 clicks. The arrangement also saw 81 million social impressions for Hootsuite’s services alone.
Amanda Woods who works for a research papers high school from where you can find australia assignment help and the best assignment help in UK in any subject for your choice, says, Hootsuite knew that its super users were always engaged with each other on social media, so they decided to brand them ambassadors.
She goes on tell that ambassadors were then asked to share Hootsuite’s content on their platforms. Part of the Ambassador role also involved community building by welcoming new community members on Twitter.
Okta and putting advocates first
Okta knew that its customers were its backbone, so it decided to make them the main aspect of its annual Oktane conference. Rather than building up the conference internally, the company invited its customers to help share ‘sign-up’ links and share the event on social media. Customers/advocates were also featured in the conference’s branding, such as in keynotes, branding materials and more.
Ross Cook, an editor who reviews assignment help, paper writing service, his latest work being https://www.bestassignmentservices.co.uk/ and bestessays review has a point to share. He says, in a move that echoed social entrepreneurialism, the company also dedicated a section of the conference to customers sharing their stories about Oktane. Over 30+ customers volunteered to advocate and the result was nearly 1.1 million social impressions for #Octane16 alone.
ReadyTalk let its customers shine
ReadyTalk, the full-stack cloud communications company, achieved sales of $60,000, generated 760 new leads and closed three deals from its advocate marketing campaign. The company achieved this by making its customers the experts via its ReadyTalk Summit Club advocate program.
Part of the process involved asking them to share their expertise by contributing their answers to certain questions on the company’s services. The answers were compiled into an ebook titled 6 Reasons Why Other Companies’ Webinars Are Better Than Yours that was then offered for download.
Buffini & Co jazzed it up
Buffini & company knew it needed extra customer traffic during the summer, so it created an advocacy program that involved not just its customers, but also its own employees. Employees were given ‘Got Referrals? Get Rewards!” t-shirts and asked to ask for referrals from every customer they came into contact with. Rewards were offered to top employee referrers.
The company employed its social media accounts to spread the referrals message among its customers. Top performers were promised rewards such as a five-star resort stay. By recognizing the power of its employees and customers, Buffini & Company ended up with over 3900+ referrals, 1093 of which resulted in sales.
xMatters took advantage of customer happiness
The IT company, xMatters created an advocacy marketing campaign with the aim of bringing their customers closer. Their plan was simple: employ existing customers to speak at their annual Relevance Revolution conference in support of their products.
In addition to the positive testimonials they achieved, xMatters’ team also ended up with heaps of content, especially case study videos recorded when selecting potential customer-speakers for the conference.
Advocate marketing is highly beneficial when done right, as the companies above show. And if there’s anything to learn from above, it’s that a unique advocacy proposition, putting your customers center stage and setting realistic goals are the best ways to go about advocacy marketing in your own business.
Tiffany Harper is a talented writer from New York, an extremely active woman, and a real leader. She began her career as a journalist and later proceeded as an educational writer and editor. Now she works as an experienced freelance consultant with essay writing service, best paper writing service, mostly in technology, business and resume writing services, education area. Please do not hesitate to contact her on Twitter.