What is advocate marketing and why do you need it?

What is advocate marketing and why do you need it?

July 14, 2014

Building a brand new category isn’t easy – but Influitive’s Jim Williams makes it seem easy. Eloqua’s former Director of Product Marketing helps us realize why we need Influitive’s Advocate Marketing.

Here's a nutshell of what advocacy marketing includes, and you can decide if you need it or want it: 

  • Capture the best leads 
  • Cultivate product reviews 
  • Secure perfect references Instant product feedback 
  • Share content with conviction and build buzz 
Jim Williams is the VP of Marketing for Influitive. 
Williams is a strategic thinker and marketer who drives tangible results/ROI for startup and early stage software companies. Prior to Influitive, Williams lead product marketing and demand generation at Eloqua. ...

Listen to the replay from our show last week with +Jim Williams 
Some highlights included:

+Influitive : Generate, activate and motivate your #advocates   Get your #sociallead  targeting from us, advocate marketing from them.
#emailmarketing   is the workhorse of #demandgeneration   It's more art than science
Provocative, tangible subject line... that's one secret. secret ..
Ha! Betting is their secret ingredient - whoever loses the AB testing round must buy a round of cocktails for all. +Jim Williams 
Old adage retold by +Steve Gershik   "Say what you want about me, just talk about me."

Talked about a provocative campaign they ran last fall, compared asking your customers for referrals. like asking out on a first date on Valentine's Day..
*So I'll pick you up at 7 Steve... *  was the subject line. 

It works great to hire a  #generalist   until you realize you have a real gap. #SEO   is a great example. You need a specialist in those areas.

Campaign: What was the genesis of the "Pandemic" campaign 
1. Participants login with three colleagues.
2. Each challenge presented to users are clues as part of a game, requiring a lot collaboration
#pandemicgame   took a couple of days of solving clues in a collaborative way to get to the finish line. 

#advocatemarketing   is an emerging marketing discipline that helps b2b marketers go & identify, mobilize and recognize their best advocates.

Typical: Manual and fractured usually. Find list of names, ask for product reviews, join you on next webinar, asking for referrals......Calling on same customers and asking for help. They don't know if they are interested in those type of activities.

"If you write it, they will come is not necessarily the case."
If you are a start up and you are betting that people will magically find the content you are publishing and you sit back and wait for the orders, you'll run out of money.

Next: gated vs. non-gated content.. Jim Williams has strong feelings on this topic.

Maria Pergonlino on Marketing for Lead Gen through Creative Solutions

Maria Pergonlino on Marketing for Lead Gen through Creative Solutions

July 8, 2014

This is part two of Leadspace's, Steve Gershik's interview with Maria Pergolino.  She had advice for VPs of marketing that are stepping into that role from director or senior director of marketing. It was most surprising, obvious, but jarring - as a director, she spoke to marketers - peers and other marketers. Moving into leadership, I was the only marketer in room - head of customer success, sales team the initiatives they had, it was hard to get their attention, fighting for budget and resources. She took time to understand their priorities to align her priorities with theirs or their initiatives.

Need to be a lot more reciprocal in what she does. Spends a lot of time NOT marketing to help other initiatives to ensure help from team members on her initiatives.

Steve asked her:
How do you stay current on what is available?

It's a tough one - anyone on a marketing team. People over-investing in technology. 1000 great products with great value, but you can't have your team bogged down with product implementation all the time. Think about the top 5 and possibly another "pretty good" project that another team member is behind because they would put the effort into implementing it.

Listen to learn more from Maria Pergolino

Marketing Growth: When hiring someone could mean you could be replaced.

Marketing Growth: When hiring someone could mean you could be replaced.

June 23, 2014

How to drive demand generation from one of the 50 Most Influential People in Sales Lead Management 

Some what what we are covering in this show includes:
  • While building an organization to scale, what have you learned?
  • What do you look for in an intern or an early-in-career hire?
  • How do you measure if someone is capable of their position and when they are, ensuring they are working on the right things?
  • An attribute of great managers is the ability to learn from their mistakes. What is something you've learned from your mistakes?
  • How have you built this marketing organization within Apptus?
  • How did you decide which roles to bring in at what time?
  • How do you provide transparency among your team?
  • What do you do to spread knowledge of marketing?

Little known fact: Maria Pergolino is also a wine expert - more on that perhaps during our next show.

About Maria:

Maria Pergolino is the Vice President of Marketing for Apptus, a category-defining software that drives the vital business process between the buyer’s interest in a purchase and the realization of revenue. As a recognized thought-leader in demand generation, marketing automation and content marketing, Maria has been named one of the 50 Most Influential People in Sales Lead Management by SLMA for 2010-2013 and the 20 Women to Watch for 2011 and 2012. Prior to Apptus, Maria was Senior Director of Marketing for Marketo.

The Power Behind Demand Generation - The Bet Kept Secret in Marketing

The Power Behind Demand Generation - The Bet Kept Secret in Marketing

June 19, 2014

What does the former CMO of Chatter and Skype have in store for Leadspace customers? Powerful solutions and some great experiences along the way.

Doug Bewsher has been at the forefront of building some of the world’s most recognized technology brands over the last 20 years, pioneering technology solutions that transform how companies market, sell and engage with customers to build valuable relationships and drive sales. Most recently as CMO at, he led corporate marketing and demand generation activities for the leader in enterprise cloud computing. Prior to his role at, Bewsher was CMO of Skype, leading brand, marketing and advertising sales.
What’s the secret to Demand Generation?

What’s the secret to Demand Generation?

June 3, 2014

OR: Demand Generation Success at 3 Top Companies - how does he do it?

What’s the secret to Demand Generation at some of the fastest growing companies? Doug Sechrist.

Doug Sechrist is a dynamic marketing executive with nearly 15 years building and leading demand marketing teams at high growth, successful Saas leaders. He has a proven record of helping companies efficiently grow by bringing sales and marketing teams together through process, automation, alignment and shared KPIs. 

Doug runs demand marketing at Five9, the leader in cloud contact center software, where he oversees the company’s field marketing, demand generation, marketing operations, and sales development teams. Prior to Five9, Doug was the Vice President, Demand Marketing at Eloqua, driving predictable revenue for the organization.
#leadspace Episode 007: Lead Generation and the Ever-Complex Sale

#leadspace Episode 007: Lead Generation and the Ever-Complex Sale

May 29, 2014

If you’ve ever read Lead Generation for the Complex Sale (and who hasn’t) you can’t miss Brian Carroll on Leadspace Radio. He’s one of the best, really. 

Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the popular book, Lead Generation for the Complex Sale (McGraw-Hill), Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. Brian also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He’s been profiled and regularly quoted in numerous publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.
#leadspace Episode 005: Content Marketing Tips You Need to Hear

#leadspace Episode 005: Content Marketing Tips You Need to Hear

May 27, 2014

Content Marketing can make or break your demand generation strategy. What's the secret to generating revenue-driving content?

About our Guest:
Jesse came to Kapost from Offerpop, where he was Director of Content Marketing. Before that, he was pumping out content and drawing up strategy at Eloqua. He got his start as a business reporter, first at the Boston Herald and then the Boston Business Journal, before jumping into marketing. Born and raised in New England, Jesse is an avid Red Sox, Celtics and Patriots fan. His favorite pastimes are dreaming up big content initiatives, chatting about marketing, and hanging out with his dog Dubus. 
You can hit him up on Twitter @noyesjesse.
Leadspace Episode 004: How to Optimize Everything

Leadspace Episode 004: How to Optimize Everything

May 14, 2014

Jeffrey Eisenberg is one of the conversion rate optimization gurus in marketing. Get the scoop on how he does it for his clients - building powerful, revenue-driving marketing.

Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action” & “Waiting For Your Cat to Bark?”. He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation,, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel’s retail customer appreciation summit.

Connect with Jeffrey: Twitter: @JeffreyGroks- Facebook: Jeffrey Eisenberg - LinkedIn: Jeffrey Eisenberg

Leadspace Episode 003: Social Selling and Building Great Marketing

Leadspace Episode 003: Social Selling and Building Great Marketing

May 6, 2014

Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.

About our guest:

Matt Heinz brings more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth. Matt lives in Kirkland, Washington with his wife, Beth, three children and a menagerie of animals (a dog, cat, and six chickens). You can read more from Matt on his blog, Matt on Marketingfollow him on Twitter, or check out his books (listed below) on

Leadspace Radio: It’s not that your tactics aren’t good, they just aren’t effective without a Demand Generation Strategy!

Leadspace Radio: It’s not that your tactics aren’t good, they just aren’t effective without a Demand Generation Strategy!

April 22, 2014
Carlos Hidalgo, CEO of ANNUITAS, shared insight on the ways B2B marketers really make an impact on revenue today. Learn about buyer insights, change management and why it all has to be part of an integrated Demand Generation Strategy to be effective. 

Marketers need to adjust their ways of thinking and marketing to better connect with their buyers - Carlos will help explain how to do it the right way.

Carlos Hidalgo, Chief Executive Officer and Principal
Twitter: @cahidalgo

Carlos is an innovative thought-leader with over 20 years' experience as a B2B marketing practitioner and industry visionary. Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation℠ and marketing automation. 

As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand℠ for enterprise clients globally. Carlos has been named one of the 50 Most Influential People in Sales Lead Management for the last five years and was named as a Who's Who in BtoB Marketing in 2011 and 2012. Prior to ANNUITAS Carlos was responsible for global SMB marketing at BMC Software and held a similar role at McAfee. Carlos received his bachelor's degree in business communications from Cedarville University in Ohio.
Leadspace Radio: Developing Buyer Personas is NOT Buyer Profiling

Leadspace Radio: Developing Buyer Personas is NOT Buyer Profiling

April 15, 2014

Join Steve Gershik in this lively discussion with Tony Zambito about buyer personas and behavior.

Some of the points they will cover include:
  • Buyers are overwhelmed with content and desire experiences.
  • The Awareness, Consideration, Decision, Retention and Support labels.
  • What does the term "buyer persona" really mean?
  • What is the difference between buyer profiling and buyer personas?
  • Can you truly predict WHEN your buyers are going to buy from you?
  •  and so much more.


About Tony Zambito:
Tony is the founder and today’s leading global authority on buyer personas and buyer insights research. In 2001, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in improved business, marketing, content, and sales strategies. Over the past dozen years, Tony has conducted over a thousand buyer interviews and has helped today’s leading Fortune 100 companies acquire deep buyer insights. Tony is a prolific blogger, communicating on trends in changing buyer behaviors.