Advocate Marketing

Series
Pearson
Author
Barbara Thomas  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
224
Pub.-date
March 2016
ISBN13
9780134496054
ISBN
0134496051
Related Titles


Product detail

Product Price CHF Available  
9780134496054
Advocate Marketing
45.10 approx. 7-9 days

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.

Table of 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

Back Cover

GET YOUR BEST CUSTOMERS TO TELL YOUR STORY TO THE WORLD!

  • Master today’s #1 strategy for closing more sales and shortening sales cycles
  • Customer advocacy: what to do, what not to do, and how to measure your success
  • Includes pioneering case studies and brand-new research
Your customers are your best sales reps. Customer advocates proactively influence purchase decisions more effectively than you ever could on your own. Customers put their reputations on the line for you. Prospects and current customers listen to them. This leads to a single conclusion: You should engage and empower more customers and stakeholders to advocate on your behalf.

Advocate Marketing will show you how. Drawing on her pioneering experience and new research on B2B relationships, Barbara Thomas helps you build a force of customer advocates that magnifies the impact of all your sales and marketing efforts.

Thomas introduces the core principles of customer advocacy, showing how it offers value to both you and your customer. Next, she helps you find your best strategies, whatever your company’s size or industry. You’ll discover how to go beyond press releases and Net Promoter Scores to unleash powerful, sustained advocacy. Thomas’s multiple case studies make it real: They’re packed with innovative ideas, cautionary tales, and practical takeaways.

With customers’ help, you can eliminate barriers to sales, shorten sales cycles, and powerfully differentiate yourself where it matters most. What are you waiting for?

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 influential content for marketing teams to leverage. Sales teams enjoy the benefits, too--via case studies, referrals, introductions, and assistance in securing renewals and new sales.

Advocate Marketing shows CMOs, business development leaders, 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 proven best practices.

Through new case studies, you’ll learn from recognized leaders including Intel, Citrix, Sirius Decisions, Influitive, Reputation Advocates, Royall & Company, and RO/Innovations. Most important, Thomas introduces a systematic, five-step strategy for leveraging this immense opportunity.

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.

UNLEASH THE UNMATCHED POWER OF CUSTOMER ADVOCACY, IN FIVE STEPS:
  • Build a complete strategic plan for advocate marketing
  • Define best-practice program processes and policies
  • Establish internal resources, teams, organizations, and budgets
  • Choose and integrate the right technology and tools
  • Establish and apply the right KPI metrics and analytics

Author

Barbara Thomas is president of Creative Tactics and is recognized for helping large and small organizations with high-impact, award-winning programs. Known as BT to her associates, she offers the benefit of more than 25 years of experience with corporate and governmental institutions to engage their customers and turn them into advocates. Clients appreciate her clear, direct communication and insight into their business. As a Certified Direct Marketing and Certified eMarketing professional, BT is the recent winner of the 2016 Killer Content award and has served on boards of national marketing organizations, speaks at marketing events, volunteers her time to mentoring, and provides pro bono marketing services to small independent business owners.

She and her husband live in North Potomac with their two dogs, one cat, and thousands of honeybees. BT is an award-winning beekeeper in the state of Maryland.