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CUSTOMERED POWERED GROWTHHow do you get your customers
to get you more customers?
MARK ORGAN
Founder & CEO, Influitive
@markorgan
Thursday, November 29, 2018
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About Me
Other Facts about Me:
Hired over 400 people
Raised >$65MM
Founder
Creator of Marketing
Automation category
$900M Exit
Experts & leaders of the
B2B marketing revolution
$10-20M ARR
125 Employees
Founder
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So I had a discovery…
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THE GOAL:Maximize Throughput While Minimizing Inputs and Costs
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What is
throughput for a
software company?
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But then I wondered…
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Advocates
are
THE GOAL
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David Skok’s 1 Day Sales Cycle
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Every rapid buying process had advocates deeply involved.
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If you do build a great
experience, customers tell
each other about that.
Word of mouth is powerful.
Jeff Bezos
TRUST,
not technology,
Is the issue of the decade.
Tom Peters
“CUSTOMER
CENTRIC”
“CUSTOMER
OBSESSED”
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83% Trust recommendations
from
friends & family
10% View vendor
content as
trustworthy
Don’t trust
businesses
48%
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“The
Medium
is the
Message”
Marshall McLuhan
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The Messenger
is
The Message
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Successful Companies Understand
● The shifting trust landscape
● The power of community
● How to mobilize people
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Mass Media
Direct Mail
Email &Text Messages
NetworkedCommunities
Vendor content
Peer content
Transition from institutional trust to peer trust
1970s 1990s 2000s Today
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“There is an
incredible
community
around the LEGO
brand and the
LEGO brick, and
we didn’t nurture it
well.”
Jørgen Vig Knudstorp
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Influitive is
powering the
Klipfolio
Insiders
community here
in Ottawa!
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Motivating Advocates
MACRO Factors micro factors
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@INFLUIT IVE
Exclusive Tribe
Advocate
Motivation
Model
Meaningful Impact Social Capital
MACRO
Factors
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Exclusive Tribe
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Meaningful Impact
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27Michael Beahm, Blackbaud
Liz Pedro
Kim Ellis, BMC
Social Capital
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White Hat Growth Hacking
White Hat
Growth
Marketing
micro
factors
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Systematic experimentation on gamification
to drive consistent improvement in results
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32
2%
14%
A/B Testing with Advocates
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A/B Testing with Advocates
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We involved Advocates in
our ABM campaigns:
▪ Influenced $2.3 million in
new business
▪ Closed $300,000 in new
deals
of B2B companies
planned to invest in ABM
in 2017
58%
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Black Hat Growth Hacking
micro
factors
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Use Advocates to discover unleveraged channels
“What or who is newly influential for you over the past 6 months?”
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19 positive product reviews
37
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Devotion Hacking: Putting it all together
• Experimentation
• Iteration
• New Channels
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Exclusive Tribe
Advocate Motivation
Model
Meaningful Impact Social Capital
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Introducing the
Customer-Powered Enterprise™
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Customers in Every Stage of the Value Chain
VALUE CHAIN = Supply Chain + Demand Chain
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DEMAND CHAIN
Spreading the word and
creating interestMARKETING
Converting your
prospects and providing
proofSALES
Retaining customers and
growing your businessCUSTOMER SUCCESS
SUPPLY CHAIN
Designing and delivering
valuable products and
servicesPRODUCT / ENGINEERING / DESIGN
Efficiently supporting the
business OPERATIONS / HR / FINANCE / IT
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Improve user adoption & retention
Launch new customers effectively
& scalably
Uncover account growth
opportunities
CUSTOMER-
POWERED
CUSTOMER
SUCCESS
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Higher renewal
rates for K-12 education accounts32%
58%Higher renewal
rates for US corporate accounts
Renewal
Onboarding
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CUSTOMER-
POWERED
MARKETING
Using advocates to create
customer stories faster
Encourage customers to increase
sharing online & in person
Building an engaged Community
with advocates
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Shares of
social media content2,204
31 Customer Success stories published
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Generate
more referrals
Increase access to
customer references
Develop cross-sell
opportunities
CUSTOMER-
POWERED
SALES
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Influenced new opportunities410$ K 92 Referenceable
customers
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CUSTOMER-
POWERED
PRODUCT
DEVELOPMENT
Continuously collect more
customer insights
Accelerate product
iteration
Strengthen product
launches
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Feedback Comments500+Discussion
topics replies386
Discussions re: product features
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This is Customer Powered Growth:
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Questions & Answers