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
Some highlights included:
#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.
Old adage retold by "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.
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.