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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

by Barbara Thomas

March 2016

Intermediate to advanced

224 pages

4h 15m

English

Pearson

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What Makes a Successful Advocate Marketing Program?Who Are Advocates?What Is the Value of an Advocate?What Value Do Advocates Get from Being an Advocate?Highlights and TakeawaysEndnote
Customer Relationships and the Customer Company SizeFinding the Right Engagement StrategiesWhat Benefits Does a Successful Advocate Marketing Program Provide?Advocate Marketing Program Drives Demand and Buzz and SalesHighlights and TakeawaysEndnotes
Calculating the Net Advocate ScorePart A: Determine the Likelihood of a RecommendationPart B: Confirm the CommitmentCalculating an Organization’s NASNAS ResultsNPS ResultsOne or Two Questions Do Not Constitute an Advocate Marketing StrategyHighlights and TakeawaysEndnote
Step One: Identify Customers with Sales and Support TeamsStep Two: Create an E-mail and Phone Strategy for Identified Customer AccountsStep Three: Interview and Write Case Study Entries by the User Conference DeadlineStep Four: Create an Award Show to Highlight Winners and Spotlight Their Stories to Other Users for Cross-Selling OpportunitiesStep Five: Launch Post-Production PromotionStep Six: Create Revenue-Generating AlliancesHighlights and TakeawaysAbout Barbara ThomasBarbara Is an AdvocateEndnotes
An Emerging Approach to MarketingNew Technology Expands OpportunitiesHighlights and TakeawaysAbout Greg CoticchiaGreg Is an Advocate
Advocates Reach and TeachAdvocacy Transcends an Open Support TicketCreating a Top-Down Internal Advocate CultureMeasure What You ManageHighlights and TakeawaysAbout Brian GladsteinBrian Is an AdvocateEndnote
Open Communication, Not Bigger WallsCustomer-Centric Approach Builds Customer LoyaltyAdvocates Ensure Successful Product LaunchAdvocacy Options for Sensitive B2B IndustriesHighlights and TakeawaysAbout Evan JacobsEvan Is an Advocate
Smart Squad’s Success Goes Beyond Marketing AchievementsDivisions Between Traditionalists and Advocate Marketing ProponentsSmart Lessons LearnedHighlights and TakeawaysAbout Sandra LopezSandra Is an AdvocateAbout Scott JaworskiScott Is an AdvocateAbout Sylvia SalazarSylvia Is an AdvocateEndnotes
Citrix’s Community and Customer Marketing InfrastructureImplementing and Leveraging Customer Reference ForumsCreating the Content ShowroomHighlights and TakeawaysAbout Lee RubinLee Is an AdvocateEndnote
Customer Advocate Versus Customer ReferenceGet Organized and ProactiveThe Golden Circle PhilosophyDoes Social Selling Make the Best Advocates?Highlights and TakeawaysAbout Neil HartleyNeil Is an Advocate
Awards Transform Clients’ AttitudesCustomer Referral Meeting Provides Powerful EndorsementsProgram Boosts Customer AdvocatesAward Program Elevates Sales PerformanceAdvocacy Strategy Helps Drives Sales ConnectionsCompanies Should Incentivize PromotionsHighlights and TakeawaysAbout Reid HawkinsReid Is an AdvocateEndnote
Advocates Pay Big Dividends for Savvy FirmsSurprising Benefits from Advocacy ProgramsA Growing Interest in Developing Advocate Marketing ProgramsHighlights and TakeawaysAbout Jim WilliamsJim Is an Advocate
“Because” Is Not an AnswerIt’s Just BusinessAnd the Paradox Continues...You Are Not Paranoid. They Are Watching You.Highlights and TakeawaysAbout Larry DietzAbout Douglas W. GruehlDoug Is an Advocate
Research Techniques Communicate a Client’s Brand and ValuesRoyall Partners with Clients to Promote AchievementsPartnerships Drive High Client Retention RateHighlights and TakeawaysAbout Dr. Pamela Kiecker RoyallPam Is an AdvocateEndnote
The Importance of User FeedbackEmbracing Online ReviewsNew Technology Boosts ReviewsEncouraging Positive Online ReviewsBusinesses Generate Favorable ReviewsClaiming Your Online IdentitySelecting a Reputation Management StrategyHighlights and TakeawaysAbout Steven WyerSteven Is an AdvocateEndnotes
Project Management StagesInternal Audit and Infrastructure StageExternal Audit and Infrastructure StageAdvocate Outreach and Asset Development StageAward Gala StageActionable Analytics StageRenewal StageHighlights and Takeaways
What Can Marketers Learn from the Survey?Do You Really Know Your Customers’ Experience with Your Company?Highlights and TakeawaysEndnote
Measuring Advocate Marketing Is Vital But HardWhat You Should MeasureProgram GoalsStrategic Metrics: ROI and Business ImpactOperational Metrics: User Adoption and Stakeholder AwarenessTactical Metrics: Asset GrowthHow Frequently Should We Measure?Pitfalls and AdviceCelebrate Your Program Along the WayLet Metrics Serve as the Guardrails for Future DecisionsConclusionHighlights and TakeawaysAbout Nichole AustonAbout Jim MooneyAbout Dan MontoyaNichole, Jim, and Dan Are AdvocatesEndnote

Content preview from Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Advocate Marketing

Strategies for Building Buzz,Leveraging Customer Satisfaction,and Creating Relationships

Barbara Thomas, CDM, CeM

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ISBN: 9780134496832Purchase book