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Full 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.
Contents
Foreword ix
Preface xiv
Part I: Principles and Benefits of Advocate Marketing 1
Chapter 1: What Is Advocate Marketing? 3
Chapter 2: Why Is Advocate Marketing Important? 13
Chapter 3: The Net Advocate Score: Building on the Net Promoter Score 25
Part II: Case Studies and Best Practices: Words from the Experts 35
Chapter 4: Build an Advocate Recognition Engagement (ARE) Program 37
Chapter 5: The Power of One Advocate 53
Chapter 6: Breaking Past the "Press Release" Goal 61
Chapter 7: Overcoming Skepticism with Open Communications 71
Chapter 8: Innovative Marketing Strategy Propels Intel to Successful Global Product Launch 79
Chapter 9: Citrix Moves from Customer Content Factory Model to Content Showroom 91
Chapter 10: The Influential Power of Customer References 99
Chapter 11: Award Engagement Program Helps Win Two-Million-Dollar Contract 107
Chapter 12: Enthusiastic Advocates Help Businesses Drive Measurable Marketing and Revenue Performance 117
Chapter 13: The Paradox of "Do as I Say, Not as I Do" 127
Chapter 14: Survey Says: Engage Your Advocates as Partners at Every Opportunity 135
Chapter 15: Advocates Turning Rogue: The Importance of Reputation Management 143
Chapter 16: Best Practices for Creating a Project Management Plan for an Advocate Recognition Engagement (ARE) Program 155
Chapter 17: Best Practices in the B2B Customer Advocacy and Reference Industry 165
Chapter 18: Best Practices for Measurability 173
Chapter 19: Epilogue: What's Next? Using What You Have Learned 193
Interviewees' Contact Information 199
Index 201
