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Unleashing
Disruptive
Technologies
To Grow Your HCM Software Business
Mark Organ, CEO of
@markorgan; Tweet #disruptive
I Have Only One Word For You
360 Custom Burgers Per Hour
Disruption in Pairs - Most Powerful
Dialing 4 Dollars
Death of a Salesman
My Disruptive Pair
Disruption can be Deceptive …
!
… and rather unattractive, at first
2000-2001
Product-Market Fit? J
!
2004
The 1 Day Sales Cycle
DAVID SKOK
ForEntrepreneurs.com
Marketing Automation is a Platform
Marketing Automation is a Platform
BURNING
List, Attention
Spoilage
Deliverability
Marketing Automation is a Platform
BURNING
List, Attention
Spoilage
Deliverability
Availability
of
Deep Knowledge
“Inbound Marketing” will save us
NOT!
Vision without execution is hallucination.
T. EDISON
“Inbound Marketing” will save us
NOT!
Vision without execution is hallucination.
T. EDISON
Content without advocacy is masturbation.
M. ORGAN
We Have Content Overload
Contagious Content Helps
Six key STEPPS
Social	
  Currency	
  
Triggered	
  	
  
Emo3on	
  
Public	
  
Prac3cal	
  Value	
  
Stories	
  
Advocacy Cuts Through the Content
Clutter
Advocacy
is becoming a New Platform
Referrals
Product reviewsBlog
comments
ReferencesRetweets,
likes, shares
Discover Consider Purchase
Retain Inspire
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interviews
Advocacy ≠ Social
7% Social Network
93% Other WOM
Source: Forrester
What Motivates Advocates?
1. Part of the Team
What Motivates Advocates?
2. Measurable Impact
What Motivates Advocates?
3. Social Currency
Advocate marketing captures their enthusiasm and turns it into
a powerful force for igniting business growth.
All companies have champions
Capture their enthusiasm and ignite your growth
All Companies Have Champions
Hand-carved sign
Advocate Marketing at
His mission:
Develop
customer
references and
testimonials that
accelerate the
sales cycle and
enhance Ektron’s
reputation in the
marketplace.
500% increase in
award
submissions
26 customer
videos captured
in 2 days
17 positive
product reviews
on Quora
#1 search
result in
Google!
Advocate Marketing at
His mission:
Coordinate, develop
and assist Act-On's
product roadmap
enhancements
through close
coordination with
customer advocates.
Advocate Marketing at
36 super high quality new referral leads in Q1
thanks to his referral program
100X higher survey response from advocates
Advocate Marketing at
The Advocate Experience is Crucial
ADVOCATE
Another Disruptive platform: Mobile
And Another Disruptive platform:
Big Data
Thanks For Your Attention!
@markorgan
#disruptive
QUESTIONS?
vv
About Influitive
Influitive helps B2B
marketers recruit,
mobilize and
recognize an army of
advocates that outsell
their best sales reps.
Who we are:
Founded in 2010
HQ in Toronto, San Francisco
Private, VC backed, >$11M
raised

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