Business Fuel for Product Marketers - customer advocates

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For the Product Marketing Community Summit in SF, Dec 2017, the solution to many challenges in product marketing can be solved with an engaged customer (or developer) advocate community. Three major use cases are discussed: community driven product launches, community driven product messaging and community driven product insights. Also some material on how to get advocates super motivated and contributing more for product marketers.

Marketing

@INFLUITIVE@INFLUITIVE
Advocates =
Business Fuel
December 15th, 2017
Mark Organ
Founder & CEO, Influitive
@markorgan

@INFLUITIVE
A little about me … a serial category creating founder
Current gig: Influitive helps B2B companies accelerate revenue
by mobilizing their army of advocates.
Amazon best-selling author Two-time founder/CEO
125+
Employees
around the world
$50M
Capital raised

@INFLUITIVE
How would your job change if your
customers knew the best way to go
to market?
And could execute better than you?

@INFLUITIVE
Advocacy
A non financial
investment in
your company
6

@INFLUITIVE
Advocates can drive value
across your business
SALES
Generate more trusted
referrals
Increase access to
references
Develop cross-sell
opportunities
MARKETING
Surround prospects with
customer proof and
content
Improve live events,
ABM campaigns, &
product launches
Increase customer
sharing to their trusted
networks
CUSTOMER
SUCCESS
Guide the customer
journey
Develop up-sell
opportunities
Increase customer
interconnections
PRODUC
T
Rapidly access
customer insights
Build local user groups
Run beta programs

@INFLUITIVE@INFLUITIVE
Advocate
Motivation Model
Meaningful Impact Social Capital
Exclusive Tribe

@INFLUITIVE11
Social Capital
Michael Beahm, Blackbaud
Liz Pedro, Five9
Kim Ellis, BMC

@INFLUITIVE
DISCOVER, NURTURE AND MOBILIZE ADVOCATES
WITH A DEDICATED COMMUNITY
Hello Influvians, the
Product team is
looking for feedback in
order to make
Product feedback
Hello Influvians, the
Product team is looking
for feedback in order to
make
Product feedback

@INFLUITIVE@INFLUITIVE
Community-
driven
product
launches
13 @MARKORGAN

@INFLUITIVE
“It’s not about the
fact that this group
is large, but this
group cares.”
- Carl Pei

@INFLUITIVE@INFLUITIVE
Community-
driven
product
messaging
18

@INFLUITIVE
The HR Director
notices your
Namely coffee
mug and asks:
What’s Namely?
What would you
say?

@INFLUITIVE
An advocate-sourced
business book

@INFLUITIVE@INFLUITIVE25 @MARKORGAN
Community-
driven
product
insights

@INFLUITIVE
Which best maximizes
UX, scalability and value?
Model 1: Number of joined
advocates
Model 2: Number of
engaged advocates AND
activities.

@INFLUITIVE
Community-driven PMM:
1) Product launches
2) Product messaging
3) Product insights

@INFLUITIVE
Thank you! Questions?
MARK ORGAN, @markorgan
INFLUITIVE, @influitive

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Business Fuel for Product Marketers - customer advocates

1. @INFLUITIVE@INFLUITIVE Advocates = Business Fuel December 15th, 2017 Mark Organ Founder & CEO, Influitive @markorgan

2. @INFLUITIVE A little about me … a serial category creating founder Current gig: Influitive helps B2B companies accelerate revenue by mobilizing their army of advocates. Amazon best-selling author Two-time founder/CEO 125+ Employees around the world $50M Capital raised

3. @INFLUITIVE How would your job change if your customers knew the best way to go to market? And could execute better than you?

4. @INFLUITIVE

5. @INFLUITIVE

6. @INFLUITIVE Advocacy A non financial investment in your company 6

7. @INFLUITIVE Advocates can drive value across your business SALES Generate more trusted referrals Increase access to references Develop cross-sell opportunities MARKETING Surround prospects with customer proof and content Improve live events, ABM campaigns, & product launches Increase customer sharing to their trusted networks CUSTOMER SUCCESS Guide the customer journey Develop up-sell opportunities Increase customer interconnections PRODUC T Rapidly access customer insights Build local user groups Run beta programs

8. @INFLUITIVE@INFLUITIVE Advocate Motivation Model Meaningful Impact Social Capital Exclusive Tribe

9. @INFLUITIVE9 Exclusive Tribe

10. @INFLUITIVE10 Meaningful Impact

11. @INFLUITIVE11 Social Capital Michael Beahm, Blackbaud Liz Pedro, Five9 Kim Ellis, BMC

12. @INFLUITIVE DISCOVER, NURTURE AND MOBILIZE ADVOCATES WITH A DEDICATED COMMUNITY Hello Influvians, the Product team is looking for feedback in order to make Product feedback Hello Influvians, the Product team is looking for feedback in order to make Product feedback

13. @INFLUITIVE@INFLUITIVE Community- driven product launches 13 @MARKORGAN

14. @INFLUITIVE

15. @INFLUITIVE

16. @INFLUITIVE

17. @INFLUITIVE “It’s not about the fact that this group is large, but this group cares.” - Carl Pei

18. @INFLUITIVE@INFLUITIVE Community- driven product messaging 18

19. @INFLUITIVE

20. @INFLUITIVE

21. @INFLUITIVE The HR Director notices your Namely coffee mug and asks: What’s Namely? What would you say?

22. @INFLUITIVE22 7

23. @INFLUITIVE An advocate-sourced business book

24. @INFLUITIVE24

25. @INFLUITIVE@INFLUITIVE25 @MARKORGAN Community- driven product insights

26. @INFLUITIVE26

27. @INFLUITIVE Which best maximizes UX, scalability and value? Model 1: Number of joined advocates Model 2: Number of engaged advocates AND activities.

28. @INFLUITIVE28

29. @INFLUITIVE

30. @INFLUITIVE Community-driven PMM: 1) Product launches 2) Product messaging 3) Product insights

31. @INFLUITIVE Thank you! Questions? MARK ORGAN, @markorgan INFLUITIVE, @influitive

Business Fuel for Product Marketers - customer advocates

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