influitive boston user group 2016
TRANSCRIPT
Hello Boston!Jesse Goldman, VP Customer Success
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Opening Remarks - Jesse Goldman, Influitive9:00am - 9:05am
VIP, Mac & Cheese, and Customer Stories - Dylan Foster, Influitive9:05am - 9:30am
Get Advocated! Roadmap To Build Raving Fans- Evan Jacobs, Rapid79:30am - 9:55am
AdvocateHub Product Roadmap - Julie Persofsky, Influitive11:45am - 12:00pm
Interactive Workshop 10:10am - 11:45am
Coffee Break9:55am - 10:10am
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Advocate Joins
+223%
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"Advocate marketing programs are essential in an age where your ability to gain and keep customers is the last-remaining defensible competitive advantage." - Laura Ramos, Forrester Research
VIP, Mac & Cheese, and Customer Stories
Dylan Foster, Advocate Marketing Specialist@dylanfoster92
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Influitive VIP Goals
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500 Referrals
750 Engaged
6 Stories
Why Do These Goals Matter?
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Engagement =
Acts of Advocacy
Why Are Customer Stories Important?
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Using VIP For Customer Stories
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STEP 1:Source
STEP 2:Create
STEP 3:Distribute
STEP 4:Attribute
The World’s Best Mac & Cheese
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Step 1: Source
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Step 2: Create
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Step 3: Distribute
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Step 4: Attribute
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Recap
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STEP 1:Source
STEP 2:Create
STEP 3:Distribute
STEP 4:Attribute
The Real Thing
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Step 1: Source
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Step 2: Create
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Step 3: Distribute
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Step 4: Attribute
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Recap
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STEP 1:Source
STEP 2:Create
STEP 3:Distribute
STEP 4:Attribute
Tip Of The Iceberg
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Using VIP For Customer Stories
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STEP 1:Source
STEP 2:Create
STEP 3:Distribute
STEP 4:Attribute
Questions?
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Advocate Marketer Feature
Evan Jacobs, Senior Manager, Customer Marketing & Advocacy, Rapid7
@EvanJ2011
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Get Advocated! A roadmap for building raving fansRapid7’s VoiceUp Hub
Let’s go back to the future…
SEP
19 2016 9 30
High-touch/high-quality customer engagement programs as our foundation
A PROGRAM BUILT TO ENGAGE CUSTOMERS 1:1 AT MULTIPLE STAGES WITHIN OUR PRODUCT DEVELOPMENT PROCESS, BY PROVIDING ACCESS DIRECTLY TO RAPID7’S PRODUCT AND ENGINEERING TEAMS
While programs were highly successful, we’d plateaued…
369 Rapid7 Voice participants in 2014
Across 49 unique programs, covering the full product portfolio and services & support
Allison MacLeod Senior Director Demand &
Operations
Patrick Bausemer, Digital Marketing
Manager
Glen Jackman, Digital Marketing Specialist
Digital Intern
Bethany Tomich, Marketing Operations
Manager
Jackie Joly, Marketing Operations Specialist
Data & Lead Processing Intern
Data Science Intern
Courtney Pierce, Director Acquisition & Channel Marketing
Meredith Tufts, Named & Enterprise
Kathryn Falco, Mid Market & Base
Evan Jacobs, Senior Manager, Customer
Marketing & Advocacy
Kelly Garofalo, Senior Customer Marketing
Specialist
Sarah Clow, Advocate Marketing Specialist
Brian Piper, Customer Reference Specialist
CUSTOMER MARKETING IMPACT
| Peer Insights
Product Engagement
“Easy to deploy, big impact to our overall risk, a key pillar of our security program.”26 REVIEWS
for a
Reference Program
$677k
First Rapid7 User Group
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343+
UNANSWERED QUESTIONS ON COMMUNITY RESPONDED TO
ADVOCATES JOINED
87%
CUSTOMERSENGAGED 45% 20+ CUSTOMERS
ENGAGED IN BETA PROGRAM
“I’m delighted with the overall experience. I’ve already
started to roll this out to the managers and leaders . . …”
Initiated & ran Beta program for Nexpose Now11 DEALS WON WITH
REFERENCES PROVIDED
Sales Accelerator Customer/Product Team Feedback Programs Building Relationships
Rapid7’s customer advocacy platform
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3 Key Learnings1. Have a strong foundation2. Understand and cater to your internal & external stakeholders 3. Align program objectives with existing corporate goals.
Questions? [email protected]
@EvanJ2011
Coffee Break9:55am - 10:10am
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Workshop Time!
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10:15am - 11:45am
The Rules
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1.Get into your teams2.Read the case study &
instructions3.Take 60 minutes to form your
plan4.Be ready at 11:15 to present
Your Hubs
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●Team 1 - bit.ly/bostonug1●Team 2 - bit.ly/bostonug2●Team 3 - bit.ly/bostonug3●Team 4 - bit.ly/bostonug4●Send Google Slides to
Presentation Criteria
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Scored on a rating of 1 - 51.Completeness - of the solution2.Creativity - uniqueness of the
solution3.Content - quality of the solution
Product UpdateJulie Persofsky, VP & GM of Upshot, Influitive
@Julie_Per
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2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Is content a priority for you this year?
86% of B2B marketers use content marketing
Content marketing is a big deal.∧
really
But it is also really hard.
Producing engaging content is really hard.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Imagine if…
Creating engaging customer stories was
effortless
Advocates
With stories to tell. Want more content.
B2B Marketers
More CredibleMore Credible
More Authentic
More Engaging
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Upshot stories are deep, credible articles your advocates help produce and distribute.
DEP
TH
REACH
References
Case Studies
Social Mentions
Online Reviews
Excellent investment in advocate / customer generated content!
High reach, but low depth
High depth, but low reach
Upshot stories are faster and easier to consistently produce than other customer content companies can write on their own.
< 10 days!
Up to 90 days!
Authentic Customer Content Performs Better
10x better content that
engages future buyers
Trustworthy stories for
customers by customers
Customizable Call to Action to to direct readers
and track ROI
Buyers trust peer-generated posts over brand-produced content *
70%
* Reported by eConsultancy
How does it work?
Submit a campaign request in Upshot
• Customer stories that match your marketing narrative
• Customize your CTA to meet your campaign objective
Identify customers with great stories to tell
• Seamless integration with Influtive’s AdvocateHub to source and vet candidates.
• More sourcing options coming soon!
Progress at your fingertips
• Upshot handles the logistics – scheduling, interviews, writing the article and approvals.
• You get full transparency throughout the process and ensure contributors are having a great experience.
Identify
Scheduling
Interview with
Editor
Story writing
Reviews Story
Approves Story
Network Distributi
on
Authenticity at work
100% of contributors responded
“they enjoyed the experience and would do it
again”
Measure the impact of your content
• Understand the impact of your Upshot stories – whether it’s increasing brand awareness or driving new leads
Distribution – Surround your buyers! • Automatically tap into your
Contributors’ network for wide distribution
• Mobilize other advocates to share their peer’s story through AdvocateHub integration
• Additional publishing and syndication channels coming soon
Stories are written from perspective of your customer and distributed through their network – it resonates with potential buyers who are just like them.
21 CTA Clicks, 126 Views, 50 shares
14 CTA Clicks, 353 Views, 119 shares
7 CTA Clicks, 275 Views, 106 shares
Start helping your customers tell their unique stories right away!
$1,399
Premium Experience for AdvocatesCustomers want to tell their story. We make it effortless
Fast, Easy, ConsistentA stream of happy customer stories delivered regularly
Upshot distributes stories widely and delivers tools to re-use and embed stories anywhere
Wide Distribution & Syndication
Measurable ROI & EngagementCustomize stories with a Call to Action. Track engagement within your CRM (coming soon)
10x Better StoriesTrustworthy stories for customers by customers
Automated custom challenge sent from your AdvocateHub invites advocates to tell their stories
Built for AdvocateHub
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bit.ly/boscamp
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Hyatt Regency, San FranciscoDecember 6th to 8th, 2017
bit.ly/advocamp17Promo Code: ADVANTAGE
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