Book description
Today, engaging customer advocates is one of the most powerful marketing strategies available to you. Advocates provide third-party validation and positive relevance; build and protect brands, and create exceptionally effective content to influence buyer decisions. Sales teams enjoy the benefits of advocates, too, through case studies, referrals/introductions, and assistance in securing renewals.
Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction and Creating Relationships shows CMOs, business development leaders, and customer success professionals, and sales executives exactly how to leverage this powerful approach. Barbara Thomas helps you make the business case, outlines the strategic requirements, and presents powerful best practices and case studies. You'll learn from the experience of recognized leaders in advocacy marketing, from Intel and Citrix to Sirius Decisions, Influitive, Reputation Advocates, Boulder Logic, and RO/Innovations.
Most important, Thomas introduces a systematic, five-step strategy for leveraging this powerful opportunity. You'll discover how to:
Build a complete strategic plan for advocate marketing
Define best-practice program processes and policies
Establish internal resources, team, organizations, and budgets
Choose and integrate the right technology and tools
Establish and apply the right KPI metrics and analytics
What others say about you carries far more weight than anything you can say about yourself. Advocate Marketing will help you transform that simple reality into a powerful competitive advantage.
Table of contents
- About This E-Book
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Foreword
- Acknowledgments
- About the Author
- Preface
- Part I: Principles and Benefits of Advocate Marketing
-
Part II: Case Studies and Best Practices: Words from the Experts
-
4. Build an Advocate Recognition Engagement (ARE) Program
- Step One: Identify Customers with Sales and Support Teams
- Step Two: Create an E-mail and Phone Strategy for Identified Customer Accounts
- Step Three: Interview and Write Case Study Entries by the User Conference Deadline
- Step Four: Create an Award Show to Highlight Winners and Spotlight Their Stories to Other Users for Cross-Selling Opportunities
- Step Five: Launch Post-Production Promotion
- Step Six: Create Revenue-Generating Alliances
- Highlights and Takeaways
- About Barbara Thomas
- Endnotes
- 5. The Power of One Advocate
- 6. Breaking Past the “Press Release” Goal
- 7. Overcoming Skepticism with Open Communications
- 8. Innovative Marketing Strategy Propels Intel to Successful Global Product Launch
- 9. Citrix Moves from Customer Content Factory Model to Content Showroom
- 10. The Influential Power of Customer References
-
11. Award Engagement Program Helps Win Two-Million-Dollar Contract
- Awards Transform Clients’ Attitudes
- Customer Referral Meeting Provides Powerful Endorsements
- Program Boosts Customer Advocates
- Award Program Elevates Sales Performance
- Advocacy Strategy Helps Drives Sales Connections
- Companies Should Incentivize Promotions
- Highlights and Takeaways
- About Reid Hawkins
- Endnote
- 12. Enthusiastic Advocates Help Businesses Drive Measurable Marketing and Revenue Performance
- 13. The Paradox of “Do as I Say, Not as I Do”
- 14. Survey Says: Engage Your Advocates as Partners at Every Opportunity
- 15. Advocates Turning Rogue: The Importance of Reputation Management
- 16. Best Practices for Creating a Project Management Plan for an Advocate Recognition Engagement (ARE) Program
- 17. Best Practices in the B2B Customer Advocacy and Reference Industry
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18. Best Practices for Measurability
- Measuring Advocate Marketing Is Vital But Hard
- What You Should Measure
- How Frequently Should We Measure?
- Pitfalls and Advice
- Celebrate Your Program Along the Way
- Let Metrics Serve as the Guardrails for Future Decisions
- Conclusion
- Highlights and Takeaways
- About Nichole Auston
- About Jim Mooney
- About Dan Montoya
- Endnote
- 19. Epilogue: What’s Next? Using What You Have Learned
-
4. Build an Advocate Recognition Engagement (ARE) Program
- Interviewees’ Contact Information
- Index
Product information
- Title: Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships
- Author(s):
- Release date: March 2016
- Publisher(s): Pearson
- ISBN: 9780134496832
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