pg13 413 Introduc-on13 The13 Brand13 Advocate13 Persona13

pg13 713 The13 Difference13 Between13 Buyer13 Personas13 and13 Brand13 Advocate13 Personas13

pg13 813 The13 Business13 Value13 of13 Nurturing13 Brand13 Advocates13

pg13 1013 Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vate13

pg13 1213 How13 to13 Build13 a13 Brand13 Advocate13 Persona13

a13 Start13 with13 Listening13

b13 One-shy‐on-shy‐One13 Interviews13

c13 Extrapolate13 Insights13 to13 Construct13 the13 Persona13

pg13 1813 How13 Companies13 Have13 Driven13 Business13 Value13 from13 Brand13 Advocate13 Personas13

a13 Star13 Wars13 and13 Spiceworks13 Quorum13 Example13

b13 Turning13 Drupal13 Geeks13 into13 Acquit13 Advocates13

c13 Voice13 of13 the13 Advocate13 Marketer

Contents13 of13 this13 eBookBUSINESS13 CASE

BUYER13 VS13 ADVOCATELISTENINGINTERVIEWSEXTRAPOLATE

EXAMPLES

ForewordWe13 live13 in13 a13 world13 of13 more13 as13 B2B13 marketers13 Our13 profession13 has13 acquired13 more13 responsibility13 more13 budget13 more13 technology13 more13 accountability13 and13 as13 a13 result13 more13 pressure13 to13 deliver13 From13 prospects13 to13 buyers13 to13 customers13 to13 advocates13 marketers13 own13 ever13 more13 of13 the13 journey13 an13 individual13 takes13 with13 our13 brands13 And13 these13 individuals13 expect13 more13 from13 us13 13

Itrsquos13 really13 never13 been13 more13 important13 to13 understand13 our13 audiences13 what13 mo-vates13 them13 and13 who13 they13 are13 beyond13 a13 job13 -tle13 13

Personas13 have13 been13 a13 trustworthy13 way13 for13 organizaQons13 to13 leverage13 customer13 insights13 in13 a13 format13 that13 creates13 empathy13 and13 increases13 the13 relevance13 of13 our13 products13 markeQng13 tacQcs13 and13 sales13 outreach13 If13 personas13 help13 companies13 beRer13 serve13 their13 disQnct13 and13 varied13 audiences13 then13 using13 this13 framework13 to13 beRer13 understand13 how13 and13 why13 a13 buyer13 turns13 into13 an13 advocate13 can13 only13 help13 to13 improve13 customer13 markeQng13 effecQveness13 13

In13 201613 advocate13 markeQng13 has13 grown13 to13 become13 a13 best13 pracQce13 among13 organizaQons13 as13 buyers13 are13 five13 Qmes13 more13 likely13 to13 trust13 a13 brand13 or13 product13 recommendaQon13 from13 friends13 or13 family13 than13 from13 an13 online13 ad13 and13 they13 are13 twice13 as13 likely13 to13 trust13 them13 over13 informaQon13 found13 on13 a13 firmrsquos13 website113 But13 there13 are13 strong13 differences13 between13 buyer13 and13 advocate13 personas13 and13 much13 to13 learn13 to13 get13 it13 right Best13

Katie13 Martell13 CMO13 and13 Co-shy‐Founder13

Cintell

Irsquom13 so13 thrilled13 to13 bring13 together13 two13 of13 the13 leading13 minds13 in13 our13 industry13 to13 clear13 up13 some13 of13 the13 confusion13 and13 provide13 their13 expert13 advice13 Cintell13 advisor13 and13 B2B13 markeQng13 expert13 Ardath13 Albee13 has13 helped13 companies13 answer13 the13 really13 tough13 quesQons13 in13 her13 experience13 in13 business13 consulQng13 (QuesQons13 like13 ldquohow13 do13 we13 beRer13 engage13 with13 our13 buyersrdquo13 and13 ldquohow13 do13 we13 improve13 the13 relevance13 of13 our13 content13 markeQngrdquo13 and13 ldquohow13 can13 we13 align13 our13 sales13 efforts13 with13 our13 markeQng13 strategiesrdquo)13 13

With13 this13 latest13 eBook13 Ardath13 has13 provided13 you13 the13 ldquomarketer13 of13 morerdquo13 with13 clarity13 about13 the13 role13 of13 a13 brand13 advocate13 and13 how13 to13 apply13 the13 framework13 of13 a13 persona13 to13 beRer13 understand13 what13 they13 need13 to13 become13 true13 evangelists13 for13 your13 business13 13

We13 have13 also13 included13 the13 perspecQve13 of13 the13 pioneers13 of13 advocate13 markeQng13 InfluiQve13 to13 bring13 these13 concepts13 to13 life13 with13 the13 excellent13 results13 their13 clients13 have13 achieved13 using13 their13 advocate13 markeQng13 pla`orm13 and13 the13 lessons13 they13 have13 learned13 along13 the13 way13 13

Our13 mission13 at13 Cintell13 is13 to13 create13 a13 customer-shy‐centric13 world13 I13 hope13 you13 use13 the13 ideas13 contained13 in13 this13 publicaQon13 to13 adopt13 and13 apply13 this13 way13 of13 thinking13 in13 your13 customer13 and13 advocate13 markeQng13 efforts13

Source13 Forresterrsquos13 North13 American13 Consumer13 Technographics13 Online13 Benchmark13 Survey13 (Part13 1)13 2014

3

ForewordWe13 live13 in13 a13 world13 of13 more13 as13 B2B13 marketers13 Our13 profession13 has13 acquired13 more13 responsibility13 more13 budget13 more13 technology13 more13 accountability13 and13 as13 a13 result13 more13 pressure13 to13 deliver13 From13 prospects13 to13 buyers13 to13 customers13 to13 advocates13 marketers13 own13 ever13 more13 of13 the13 journey13 an13 individual13 takes13 with13 our13 brands13 And13 these13 individuals13 expect13 more13 from13 us13 13

Itrsquos13 really13 never13 been13 more13 important13 to13 understand13 our13 audiences13 what13 mo-vates13 them13 and13 who13 they13 are13 beyond13 a13 job13 -tle13 13

Personas13 have13 been13 a13 trustworthy13 way13 for13 organizaQons13 to13 leverage13 customer13 insights13 in13 a13 format13 that13 creates13 empathy13 and13 increases13 the13 relevance13 of13 our13 products13 markeQng13 tacQcs13 and13 sales13 outreach13 If13 personas13 help13 companies13 beRer13 serve13 their13 disQnct13 and13 varied13 audiences13 then13 using13 this13 framework13 to13 beRer13 understand13 how13 and13 why13 a13 buyer13 turns13 into13 an13 advocate13 can13 only13 help13 to13 improve13 customer13 markeQng13 effecQveness13 13

In13 201613 advocate13 markeQng13 has13 grown13 to13 become13 a13 best13 pracQce13 among13 organizaQons13 as13 buyers13 are13 five13 Qmes13 more13 likely13 to13 trust13 a13 brand13 or13 product13 recommendaQon13 from13 friends13 or13 family13 than13 from13 an13 online13 ad13 and13 they13 are13 twice13 as13 likely13 to13 trust13 them13 over13 informaQon13 found13 on13 a13 firmrsquos13 website113 But13 there13 are13 strong13 differences13 between13 buyer13 and13 advocate13 personas13 and13 much13 to13 learn13 to13 get13 it13 right Best13

Katie13 Martell13 CMO13 and13 Co-shy‐Founder13

Cintell

Irsquom13 so13 thrilled13 to13 bring13 together13 two13 of13 the13 leading13 minds13 in13 our13 industry13 to13 clear13 up13 some13 of13 the13 confusion13 and13 provide13 their13 expert13 advice13 Cintell13 advisor13 and13 B2B13 markeQng13 expert13 Ardath13 Albee13 has13 helped13 companies13 answer13 the13 really13 tough13 quesQons13 in13 her13 experience13 in13 business13 consulQng13 (QuesQons13 like13 ldquohow13 do13 we13 beRer13 engage13 with13 our13 buyersrdquo13 and13 ldquohow13 do13 we13 improve13 the13 relevance13 of13 our13 content13 markeQngrdquo13 and13 ldquohow13 can13 we13 align13 our13 sales13 efforts13 with13 our13 markeQng13 strategiesrdquo)13 13

With13 this13 latest13 eBook13 Ardath13 has13 provided13 you13 the13 ldquomarketer13 of13 morerdquo13 with13 clarity13 about13 the13 role13 of13 a13 brand13 advocate13 and13 how13 to13 apply13 the13 framework13 of13 a13 persona13 to13 beRer13 understand13 what13 they13 need13 to13 become13 true13 evangelists13 for13 your13 business13 13

We13 have13 also13 included13 the13 perspecQve13 of13 the13 pioneers13 of13 advocate13 markeQng13 InfluiQve13 to13 bring13 these13 concepts13 to13 life13 with13 the13 excellent13 results13 their13 clients13 have13 achieved13 using13 their13 advocate13 markeQng13 pla`orm13 and13 the13 lessons13 they13 have13 learned13 along13 the13 way13 13

Our13 mission13 at13 Cintell13 is13 to13 create13 a13 customer-shy‐centric13 world13 I13 hope13 you13 use13 the13 ideas13 contained13 in13 this13 publicaQon13 to13 adopt13 and13 apply13 this13 way13 of13 thinking13 in13 your13 customer13 and13 advocate13 markeQng13 efforts13

Source13 Forresterrsquos13 North13 American13 Consumer13 Technographics13 Online13 Benchmark13 Survey13 (Part13 1)13 2014

3

Introducing13 The13 Brand13 Advocate13 Persona In13 the13 era13 of13 the13 social13 web13 customers13 are13 the13 most13

powerful13 asset13 your13 company13 can13 have13 mdash13 if13 theyrsquore13 acQvated13 to13 become13 brand13 advocates13 Buyers13 are13 searching13 for13 the13 unbiased13 opinions13 of13 their13 peers13 in13 addiQon13 to13 informaQon13 to13 substanQate13 their13 business13 ideas13 If13 theyrsquore13 not13 able13 to13 find13 those13 voices13 in13 the13 marketplace13 your13 company13 will13 struggle13 more13 than13 necessary13 to13 make13 the13 shortlist13 ndash13 let13 alone13 close13 the13 deal13 13

TransiQoning13 customers13 from13 ambivalence13 to13 advocacy13 requires13 dedicaQon13 driven13 by13 empathy13 Relevance13 is13 criQcal13 and13 so13 is13 aligning13 with13 the13 context13 in13 which13 your13 customers13 interact13 with13 your13 products13 and13 soluQons13 CreaQng13 brand13 advocacy13 is13 dependent13 on13 amplifying13 the13 connecQons13 your13 customers13 have13 with13 the13 experience13 and13 value13 reaped13 from13 their13 relaQonship13 with13 your13 company13 its13 people13 and13 your13 products13

For13 example13 if13 you13 buy13 a13 product13 from13 a13 company13 believing13 it13 will13 be13 intuiQve13 to13 use13 but13 itrsquos13 not13 and13 your13 experience13 seeking13 support13 from13 customer13 service13 is13 frustraQng13 leaving13 your13 issue13 unresolved13 then13 yoursquore13 not13 likely13 to13 become13 an13 advocate13 13

4

lsaquorsaquo

OBSTA

CLES

TOO13 HA

RD

WHAT13 TO13 SAY

VALUE13 UNCLEAR

WHAT13 INSPIRES

COMMENTARYPUBLISH13 INSIGHT

TOPICS

ACTIVATIONPEER-shy‐TO-shy‐PEER

REFERRALSMOTIVATORS

MOTIVATIONS

PERSONAL13 AUTHORITY

EXPERTISERECOGNITION

VALUE

ORIENTATIONROLES13 amp13 RESPONSIBILITIES

RELATIONSHIP13 TO13 PRODUCT

COMMONALITIES

LENGTH13 OF13 T

IME13 IN13 CAREER

NETWO

RK13 STR

ENGTH

REAC

H

Ac-va-ng13 customers13 to13 advocacy13 requires13 that13 you13 have13 an13 expansive13 understanding13 of13 what13 they13 value13 why13 they13 care13 and13 what13 else13 they13 ndash13 personally13 as13 well13 as13 professionally13 ndash13 need13 to13 be13 successful13 with13 your13 help13 13

Developing13 brand13 advocate13 personas13 will13 establish13 a13 playbook13 for13 how13 to13 keep13 your13 advocates13 engaged13 over13 the13 long-shy‐term13 and13 ensure13 that13 advocacy13 pays13 off13 for13 your13 company 5

Before13 we13 talk13 about13 the13 difference13 between13 types13 of13 personas13 itrsquos13 important13 to13 understand13 the13 definiQon13 of13 a13 personahellip

Persona13 [per-shy‐soh-shy‐nuh]13 noun13

A13 persona13 is13 a13 composite13 sketch13 of13 a13 segment13 of13 your13 target13 market13 designed13 to13 help13 brands13 align13 with13 those13 peoplersquos13 disltnct13 needs13 and13 prioriltes13 to13 build13 engagement13 that13 results13 in13 a13 profitable13 business13 relaltonship

6

Buyer13 PersonasA13 buyer13 persona13 focuses13 on13 a13 segment13 of13 prospects13 within13 your13 target13 market13 that13 have13 not13 yet13 chosen13 to13 buy13 from13 you13 It13 is13 a13 tool13 to13 help13 you13 develop13 an13 understanding13 of13 how13 you13 can13 address13 their13 needs13 problems13 or13 objecQves13 with13 relevance13 and13 context13 The13 goal13 is13 to13 help13 them13 decide13 to13 embrace13 change13 and13 make13 the13 decision13 to13 buy13 the13 value13 your13 products13 or13 services13 provide13

Brand13 Advocate13 PersonaA13 brand13 advocate13 persona13 on13 the13 other13 hand13 focuses13 on13 a13 segment13 of13 your13 market13 that13 has13 purchased13 what13 you13 provide13 and13 enthusiasQcally13 and13 successfully13 uses13 that13 product13 or13 service13 This13 type13 of13 persona13 is13 a13 tool13 to13 help13 you13 acQvate13 and13 guide13 customers13 who13 are13 pre-shy‐disposed13 to13 recommend13 your13 products13 refer13 their13 network13 and13 rave13 about13 their13 experiences13 with13 your13 brand13 in13 relaQon13 to13 something13 they13 value13 Itrsquos13 important13 to13 note13 that13 not13 all13 customers13 may13 become13 advocates13 and13 there13 may13 be13 mulQple13 personas13 within13 your13 advocate13 base13

The13 Difference13 Between13 Buyer13 Personas13 and13 13 Brand13 Advocate13 Personas13

7

The13 Business13 Value13 of13 Nurturing13 Brand13 Advocate13 Personas

Word13 of13 Mouth Market13 Research Higher13 CLV Lead13 Generation Cross13 and13 UpsellTime13 to13 Revenue

8

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

lsaquorsaquo

OBSTA

CLES

TOO13 HA

RD

WHAT13 TO13 SAY

VALUE13 UNCLEAR

WHAT13 INSPIRES

COMMENTARYPUBLISH13 INSIGHT

TOPICS

ACTIVATIONPEER-shy‐TO-shy‐PEER

REFERRALSMOTIVATORS

MOTIVATIONS

PERSONAL13 AUTHORITY

EXPERTISERECOGNITION

VALUE

ORIENTATIONROLES13 amp13 RESPONSIBILITIES

RELATIONSHIP13 TO13 PRODUCT

COMMONALITIES

LENGTH13 OF13 T

IME13 IN13 CAREER

NETWO

RK13 STR

ENGTH

REAC

H

Ac-va-ng13 customers13 to13 advocacy13 requires13 that13 you13 have13 an13 expansive13 understanding13 of13 what13 they13 value13 why13 they13 care13 and13 what13 else13 they13 ndash13 personally13 as13 well13 as13 professionally13 ndash13 need13 to13 be13 successful13 with13 your13 help13 13

Developing13 brand13 advocate13 personas13 will13 establish13 a13 playbook13 for13 how13 to13 keep13 your13 advocates13 engaged13 over13 the13 long-shy‐term13 and13 ensure13 that13 advocacy13 pays13 off13 for13 your13 company 5

Before13 we13 talk13 about13 the13 difference13 between13 types13 of13 personas13 itrsquos13 important13 to13 understand13 the13 definiQon13 of13 a13 personahellip

Persona13 [per-shy‐soh-shy‐nuh]13 noun13

A13 persona13 is13 a13 composite13 sketch13 of13 a13 segment13 of13 your13 target13 market13 designed13 to13 help13 brands13 align13 with13 those13 peoplersquos13 disltnct13 needs13 and13 prioriltes13 to13 build13 engagement13 that13 results13 in13 a13 profitable13 business13 relaltonship

6

Buyer13 PersonasA13 buyer13 persona13 focuses13 on13 a13 segment13 of13 prospects13 within13 your13 target13 market13 that13 have13 not13 yet13 chosen13 to13 buy13 from13 you13 It13 is13 a13 tool13 to13 help13 you13 develop13 an13 understanding13 of13 how13 you13 can13 address13 their13 needs13 problems13 or13 objecQves13 with13 relevance13 and13 context13 The13 goal13 is13 to13 help13 them13 decide13 to13 embrace13 change13 and13 make13 the13 decision13 to13 buy13 the13 value13 your13 products13 or13 services13 provide13

Brand13 Advocate13 PersonaA13 brand13 advocate13 persona13 on13 the13 other13 hand13 focuses13 on13 a13 segment13 of13 your13 market13 that13 has13 purchased13 what13 you13 provide13 and13 enthusiasQcally13 and13 successfully13 uses13 that13 product13 or13 service13 This13 type13 of13 persona13 is13 a13 tool13 to13 help13 you13 acQvate13 and13 guide13 customers13 who13 are13 pre-shy‐disposed13 to13 recommend13 your13 products13 refer13 their13 network13 and13 rave13 about13 their13 experiences13 with13 your13 brand13 in13 relaQon13 to13 something13 they13 value13 Itrsquos13 important13 to13 note13 that13 not13 all13 customers13 may13 become13 advocates13 and13 there13 may13 be13 mulQple13 personas13 within13 your13 advocate13 base13

The13 Difference13 Between13 Buyer13 Personas13 and13 13 Brand13 Advocate13 Personas13

7

The13 Business13 Value13 of13 Nurturing13 Brand13 Advocate13 Personas

Word13 of13 Mouth Market13 Research Higher13 CLV Lead13 Generation Cross13 and13 UpsellTime13 to13 Revenue

8

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Before13 we13 talk13 about13 the13 difference13 between13 types13 of13 personas13 itrsquos13 important13 to13 understand13 the13 definiQon13 of13 a13 personahellip

Persona13 [per-shy‐soh-shy‐nuh]13 noun13

A13 persona13 is13 a13 composite13 sketch13 of13 a13 segment13 of13 your13 target13 market13 designed13 to13 help13 brands13 align13 with13 those13 peoplersquos13 disltnct13 needs13 and13 prioriltes13 to13 build13 engagement13 that13 results13 in13 a13 profitable13 business13 relaltonship

6

Buyer13 PersonasA13 buyer13 persona13 focuses13 on13 a13 segment13 of13 prospects13 within13 your13 target13 market13 that13 have13 not13 yet13 chosen13 to13 buy13 from13 you13 It13 is13 a13 tool13 to13 help13 you13 develop13 an13 understanding13 of13 how13 you13 can13 address13 their13 needs13 problems13 or13 objecQves13 with13 relevance13 and13 context13 The13 goal13 is13 to13 help13 them13 decide13 to13 embrace13 change13 and13 make13 the13 decision13 to13 buy13 the13 value13 your13 products13 or13 services13 provide13

Brand13 Advocate13 PersonaA13 brand13 advocate13 persona13 on13 the13 other13 hand13 focuses13 on13 a13 segment13 of13 your13 market13 that13 has13 purchased13 what13 you13 provide13 and13 enthusiasQcally13 and13 successfully13 uses13 that13 product13 or13 service13 This13 type13 of13 persona13 is13 a13 tool13 to13 help13 you13 acQvate13 and13 guide13 customers13 who13 are13 pre-shy‐disposed13 to13 recommend13 your13 products13 refer13 their13 network13 and13 rave13 about13 their13 experiences13 with13 your13 brand13 in13 relaQon13 to13 something13 they13 value13 Itrsquos13 important13 to13 note13 that13 not13 all13 customers13 may13 become13 advocates13 and13 there13 may13 be13 mulQple13 personas13 within13 your13 advocate13 base13

The13 Difference13 Between13 Buyer13 Personas13 and13 13 Brand13 Advocate13 Personas13

7

The13 Business13 Value13 of13 Nurturing13 Brand13 Advocate13 Personas

Word13 of13 Mouth Market13 Research Higher13 CLV Lead13 Generation Cross13 and13 UpsellTime13 to13 Revenue

8

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Buyer13 PersonasA13 buyer13 persona13 focuses13 on13 a13 segment13 of13 prospects13 within13 your13 target13 market13 that13 have13 not13 yet13 chosen13 to13 buy13 from13 you13 It13 is13 a13 tool13 to13 help13 you13 develop13 an13 understanding13 of13 how13 you13 can13 address13 their13 needs13 problems13 or13 objecQves13 with13 relevance13 and13 context13 The13 goal13 is13 to13 help13 them13 decide13 to13 embrace13 change13 and13 make13 the13 decision13 to13 buy13 the13 value13 your13 products13 or13 services13 provide13

Brand13 Advocate13 PersonaA13 brand13 advocate13 persona13 on13 the13 other13 hand13 focuses13 on13 a13 segment13 of13 your13 market13 that13 has13 purchased13 what13 you13 provide13 and13 enthusiasQcally13 and13 successfully13 uses13 that13 product13 or13 service13 This13 type13 of13 persona13 is13 a13 tool13 to13 help13 you13 acQvate13 and13 guide13 customers13 who13 are13 pre-shy‐disposed13 to13 recommend13 your13 products13 refer13 their13 network13 and13 rave13 about13 their13 experiences13 with13 your13 brand13 in13 relaQon13 to13 something13 they13 value13 Itrsquos13 important13 to13 note13 that13 not13 all13 customers13 may13 become13 advocates13 and13 there13 may13 be13 mulQple13 personas13 within13 your13 advocate13 base13

The13 Difference13 Between13 Buyer13 Personas13 and13 13 Brand13 Advocate13 Personas13

7

The13 Business13 Value13 of13 Nurturing13 Brand13 Advocate13 Personas

Word13 of13 Mouth Market13 Research Higher13 CLV Lead13 Generation Cross13 and13 UpsellTime13 to13 Revenue

8

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

The13 Business13 Value13 of13 Nurturing13 Brand13 Advocate13 Personas

Word13 of13 Mouth Market13 Research Higher13 CLV Lead13 Generation Cross13 and13 UpsellTime13 to13 Revenue

8

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

The13 concept13 of13 personas13 has13 received13 a13 lot13 of13 buzz13 lately13 There13 has13 been13 some13 question13 about13 whether13 or13 not13 personas13 drive13 performance13 for13 marketing13 programs13 Done13 well13 they13 will13 With13 brand13 advocate13 personas13 there13 are13 additional13 values13 that13 allow13 your13 brand13 to13 come13 full13 circle13 making13 improvements13 throughout13 the13 customer13 lifecycle13 including

In13 addiQon13 to13 all13 of13 that13 value13 your13 brand13 will13 also13 achieve13 a13 higher13 level13 of13 customer13 centricity13 through13 the13 authenQc13 and13 transparent13 acQviQes13 of13 your13 advocates13 This13 is13 definitely13 a13 compelling13 case13 for13 building13 brand13 advocate13 personas13 13

So13 letrsquos13 take13 a13 look13 at13 what13 it13 takes13 to13 build13 a13 brand13 advocate13 persona13

Word13 of13 Mouth13 and13 AwarenessAuthenQc13 storytelling13 from13 those13 you13 serve13 that13 builds13

authority13 for13 your13 brand13 and13 increases13 posiQve13 senQment

Market13 Research13 Discovering13 what13 else13 your13 customers13 want13 need13 and13 will13 buy

Higher13 Customer13 Life-me13 Value13 (CLV)13 ndash13 13 Longer13 retenQon13 and13 ongoing13 buying13 or13 renewals

Peer-shy‐to-shy‐Peer13 Engagement13 and13 Service13 An13 acQve13 community13 supporQng13 each13 other13 in13 the13 adopQon13

and13 use13 of13 your13 products13 services13 or13 soluQons

Lead13 Genera-on13 Referrals13 from13 brand13 advocates13 for13 people13 who13 can13 buy13 and13 benefit13 from13 your13 products

Faster13 Time13 to13 Revenue13 Through13 reviews13 references13 case13 studies13 and13 tesQmonials13 advocates13 can13 help13 build13 the13 confidence13 prospects13 need13 to13 make13 the13 decision13 to13 buy13 from13 your13 companymdashthey13 also13 reduce13 percepQons13 of13 risk13 that13 can13 get13 in13 the13 way

Increased13 Cross-shy‐13 and13 Upsell13 Advocates13 who13 add13 addiQonal13 products13 to13 their13 por`olio13 of13 business13 with13 you13 can13 be13 instrumental13 in13 convincing13 other13 customers13 to13 do13 the13 same

Beeer13 Buyer13 Personas13 Brand13 advocacy13 will13 also13 validate13 the13 outcomes13 those13 who13 buy13 from13 you13 are13 intent13 on13 achieving13 as13 well13 as13 the13 experiences13 they13 find13 most13 valuable13

9

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Choosing13 the13 Flavor13 of13 Brand13 Advocate13 Persona13 to13 Ac-vateDepending13 on13 what13 you13 sell13 there13 may13 be13 a13 need13 to13 segment13 brand13 advocates13 based13 on13 the13 problems13 solved13 or13 their13 perspecQve13 on13 the13 value13 received13 from13 using13 your13 products13 If13 you13 sell13 a13 variety13 of13 products13 that13 facilitate13 different13 outcomes13 this13 segmentaQon13 becomes13 more13 obvious13 If13 you13 only13 provide13 one13 product13 pla`orm13 or13 soluQon13 you13 may13 find13 this13 delineaQon13 via13 verQcal13 applicaQons13 or13 size13 of13 company13 The13 important13 thing13 to13 pay13 aRenQon13 to13 when13 building13 a13 brand13 advocate13 persona13 is13 perspecQve13 as13 applied13 to13 recognized13 value13

You13 may13 already13 have13 a13 slate13 of13 buyer13 personas13 but13 learn13 that13 when13 it13 comes13 to13 customers13 who13 can13 be13 acQvated13 as13 brand13 advocates13 the13 people13 and13 roles13 are13 different13 One13 obvious13 example13 is13 the13 end13 user13 The13 people13 who13 actually13 use13 your13 products13 on13 a13 daily13 basis13 may13 not13 have13 been13 involved13 in13 the13 decision13 to13 buy13 However13 the13 person13 who13 reaps13 the13 biggest13 benefit13 was13 probably13 a13 heavy13 influencer13 or13 the13 decision13 maker13 in13 the13 purchase13 decision13 What13 will13 moQvate13 each13 of13 these13 people13 to13 advocate13 for13 your13 brand13 will13 also13 likely13 be13 different

10

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

When13 deciding13 which13 advocates13 to13 mobilize13 itrsquos13 also13 important13 to13 think13 about13 the13 goals13 for13 your13 advocacy13 program13 as13 they13 apply13 across13 the13 buyer13 and13 customer13 lifecycle13 For13 example13 looking13 at13 the13 values13 gained13 from13 advocate13 nurturing13 word13 of13 mouth13 can13 build13 awareness13 for13 demand13 generaQon13 as13 well13 as13 reducing13 Qme13 to13 customer13 acquisiQon13 Market13 research13 can13 drive13 product13 innovaQon13 Peer-shy‐to-shy‐peer13 engagement13 can13 augment13 customer13 service13 reducing13 costs13 and13 increasing13 customer13 saQsfacQon13 (CSAT)13 Referrals13 can13 increase13 qualified13 lead13 generaQon13

Defining13 goals13 is13 important13 because13 each13 of13 them13 requires13 different13 mo-vators13 and13 may13 appeal13 to13 different13 brand13 advocate13 personas13

In13 addi-on13 to13 segmenta-on13 the13 most13 sophisQcated13 advocate13 markeQng13 programs13 also13 work13 conQnuously13 to13 understand13 the13 personal13 and13 professional13 goals13 of13 individual13 advocates13 no13 maRer13 which13 segments13 they13 fall13 into13 regarding13 their13 status13 with13 your13 company13 There13 may13 be13 advocates13 whose13 goals13 include13 more13 public13 speaking13 and13 thought13 leadership13 opportuniQes13 while13 others13 are13 content13 to13 simply13 become13 more13 proficient13 users13 of13 your13 product13

11

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

How13 to13 Build13 a13 Brand13 Advocate13 PersonaWhen13 building13 a13 brand13 advocate13 persona13 the13 approach13 is13 different13 from13 that13 applied13 to13 a13 buyer13 persona13 With13 a13 buyer13 persona13 yoursquore13 focused13 on13 objecQves13 problems13 and13 how13 to13 help13 your13 prospects13 solve13 those13 problems13 with13 the13 help13 of13 your13 products13 and13 experQse13 An13 advocate13 as13 a13 customer13 has13 already13 solved13 those13 problems13 The13 focus13 now13 is13 on13 how13 to13 help13 them13 recognize13 even13 more13 value13 than13 they13 thought13 they13 purchased13 and13 to13 deepen13 the13 relaQonship13 and13 affinity13 they13 hold13 for13 your13 products13 and13 company13

1

2

3

Start13 with13 Listening

One-shy‐to-shy‐One13 Interviews

Extrapolate13 Insight13 amp13 Create13 Personas13 12

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Listening13 to13 your13 advocates13 is13 about13 idenQfying13 who13 is13 already13 advocaQng13 for13 your13 brand13 what13 theyrsquore13 saying13 and13 where13 theyrsquore13 saying13 it13 ConducQng13 a13 senQment13 analysis13 for13 social13 sharing13 is13 a13 good13 way13 to13 get13 a13 feel13 for13 perspecQves13 and13 to13 idenQfy13 advocates13 Collect13 as13 much13 data13 as13 you13 can13 and13 mine13 it13 for13 insights13 including

1 Start13 with13 Listening

Understanding13 these13 types13 of13 insights13 will13 help13 you13 determine13 which13 types13 of13 advocacy13 acQviQes13 will13 take13 flight13 faster13 and13 help13 you13 to13 achieve13 goals13 Qed13 to13 your13 business13 objecQves

Category13 of13 sen-ment13 ndash13 what13 are13 they13 raving13 about13 Categories13 can13 include13 product13 features13 outcomes13 experiences13 service13 and13 support13 etc13

Role13 of13 advocate13 ndash13 who13 are13 they13 in13 relaQon13 to13 their13 roles13 and13 responsibiliQes13 at13 the13 company13 13

Ver-cal13 ndash13 which13 industries13 are13 producing13 the13 most13 senQment13 about13 your13 brand13 Is13 it13 enough13 to13 indicate13 specific13 industry13 program13 applicaQons13 Perhaps13 your13 customers13 in13 technology13 companies13 are13 singing13 your13 praises13 so13 a13 program13 that13 supports13 their13 professional13 aspiraQons13 in13 relaQon13 to13 their13 careers13 may13 be13 even13 more13 powerful13 than13 a13 general13 advocacy13 markeQng13 program13 for13 example

Why13 theyrsquore13 sharing13 ndash13 are13 they13 defending13 you13 in13 response13 to13 a13 detractor13 Did13 they13 just13 have13 a13 personal13 interacQon13 with13 your13 company13 Did13 they13 just13 achieve13 something13 new13 for13 them13 with13 your13 product13 Did13 they13 help13 another13 customer13 solve13 an13 issue13 or13 understand13 a13 feature13

13

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

As13 with13 any13 type13 of13 persona13 project13 the13 true13 insights13 come13 from13 the13 people13 yoursquore13 working13 to13 engage13 and13 acQvate13 Brand13 advocates13 are13 no13 different13 However13 the13 slate13 of13 people13 you13 interview13 will13 have13 a13 slightly13 different13 makeup13

Next13 Comes13 One-shy‐to-shy‐One13 Interviews2

Yoursquoll13 want13 to13 limit13 your13 interviews13 to13 3013 minutes13 to13 be13 respechul13 of13 their13 -me13 This13

short13 of13 an13 interview13 will13 require13 some13 prepara-on13 including13 an13

idea13 of13 poten-al13 goals13 and13 the13 types13 of13 advocacy13 ac-vi-es13 that13 will13 help13

to13 achieve13 them13 13

Itrsquos13 important13 during13 the13 interviews13 that13 you13 donrsquot13 ldquolead13 the13 witnessrdquo13 but13 rather13 allow13 them13 to13 tell13 you13 honestly13 what13 they13 think13 Ask13 open-shy‐ended13 quesQons13 and13 let13 them13 talk13 If13 they13 meander13 off13 track13 you13 can13 guide13 them13 back13 by13 asking13 a13 follow-shy‐on13 quesQon13 that13 resets13 the13 conversaQon13 but13 giving13 them13 a13 looser13 rein13 can13 also13 produce13 insights13 you13 may13 never13 have13 thought13 to13 ask13 about13 13

14

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Who13 to13 Interview2

Customer13 ServiceFind13 out13 why13 customers13 engage13 with13 customer13 service13 What13 are13 the13 call13 drivers13 (topics)13 that13 have13 the13 highest13 volume13 You13 need13 to13 understand13 whatrsquos13 working13 well13 for13 customers13 as13 well13 as13 whatrsquos13 not13 If13 your13 customer13 service13 team13 is13 also13 providing13 social13 service13 or13 digital13 care13 they13 will13 also13 be13 able13 to13 give13 you13 a13 read13 on13 senQment13 and13 help13 you13 to13 idenQfy13 exisQng13 as13 well13 as13 potenQal13 advocates13

Product13 Development What13 has13 your13 product13 development13 team13 learned13 from13 focus13 groups13 and13 research13 thatrsquos13 driving13 the13 next13 iteraQon13 of13 your13 products13 and13 soluQons13 What13 value13 do13 they13 understand13 that13 customers13 want13 more13 of

Account13 ManagersFind13 out13 why13 your13 best13 customers13 conQnue13 to13 renew13 or13 add13 products13 to13 their13 por`olio13 of13 business13 with13 you13 What13 characterisQcs13 do13 these13 customers13 have13 that13 could13 help13 you13 idenQfy13 potenQal13 brand13 advocates13 What13 are13 your13 account13 managers13 hearing13 from13 your13 customers13 in13 relaQon13 to13 gesng13 the13 outcomes13 they13 value13 from13 using13 your13 products

Customer13 Advisory13 BoardMany13 companies13 have13 a13 group13 of13 customers13 that13 funcQon13 in13 a13 volunteer13 role13 as13 advisors13 for13 product13 development13 and13 provide13 feedback13 on13 the13 experiences13 they13 have13 with13 your13 company13 Ask13 them13 what13 moQvates13 them13 to13 serve13 and13 what13 value13 they13 feel13 they13 get13 from13 parQcipaQng13 on13 the13 board

Iden-fied13 Brand13 Advocates

In13 your13 listening13 step13 you13 idenQfied13 exisQng13 advocates13 Request13 3013 minutes13 of13 their13 Qme13 and13 ask13 them13 what13 they13 value13 most13 about13 your13 company13 and13 why13 they13 like13 sharing13 their13 experiences13 with13 your13 product13 Ask13 them13 what13 else13 theyrsquod13 like13 to13 get13 from13 their13 relaQonship13 with13 your13 brand13 and13 company13 Float13 a13 few13 ideas13 about13 other13 ways13 they13 can13 parQcipate13 in13 advocacy13 acQviQes13 to13 gauge13 their13 interest13 Find13 out13 why13 they13 advocate13 on13 the13 channels13 where13 they13 post13 ndash13 find13 out13 why13 they13 prefer13 certain13 channels13 for13 specific13 acQviQes

Customers

Aided13 by13 your13 interviews13 with13 Account13 Managers13 select13 customers13 to13 interview13 to13 learn13 more13 about13 how13 to13 deepen13 the13 relaQonship13 you13 have13 with13 them13 Interview13 the13 people13 in13 the13 roles13 that13 yoursquod13 like13 to13 acQvate13 as13 brand13 advocates13 to13 gain13 insight13 to13 their13 perspecQve13 about13 the13 value13 they13 receive13 and13 the13 types13 of13 advocacy13 acQviQes13 that13 resonate13 with13 them13 Find13 out13 what13 else13 theyrsquod13 love13 to13 learn13 about13 your13 products13 to13 bring13 them13 even13 more13 value13 than13 theyrsquove13 already13 found13 15

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Once13 yoursquove13 conducted13 the13 interviews13 you13 need13 to13 cull13 through13 them13 to13 idenQfy13 commonaliQes13 across13 the13 different13 types13 of13 potenQal13 brand13 advocates13 Which13 persona(s)13 does13 it13 make13 the13 most13 sense13 to13 develop13 in13 relaQon13 to13 which13 types13 of13 acQviQes13 theyrsquore13 most13 willing13 to13 parQcipate13 in13 Given13 this13 which13 business13 goals13 does13 it13 make13 the13 most13 sense13 to13 pursue13 13

Include13 the13 following13 613 components13 in13 your13 brand13 advocate13 persona

3 Extrapolate13 Insight13 amp13 Create13 Personas13

113 Motivations13 for13 advocacy

Why13 they13 will13 participate13 This13 can13 include13 a13 variety13 of13 things13 for13 example13 because13 it13 makes13 them13 feel13 good13 to13 share13 something13 they13 find13 valuable13 with13 others13 Or13 it13 could13 be13 to13 build13 their13 personal13 authority13 (brand)13 with13 their13 network13 by13 sharing13 the13 expertise13 theyrsquove13 developed13 in13 relation13 to13 what13 your13 product13 helps13 them13 to13 achieve13 in13 their13 role13 It13 can13 also13 indicate13 that13 the13 brand13 makes13 it13 fun13 for13 them13 to13 participate13 or13 because13 they13 want13 recognition13 or13 rewards13 of13 some13 kind

213 Orientation13 attributes

What13 do13 people13 representative13 of13 this13 brand13 advocate13 persona13 have13 in13 common13 This13 includes13 roles13 and13 responsibilities13 their13 relationship13 to13 your13 product13 (end13 user13 or13 project13 manager13 for13 example)13 length13 of13 time13 in13 career13 network13 strength13 and13 reach13 and13 channel13 preferences

313 Activation13 opportunities13

Based13 on13 the13 goals13 yoursquove13 selected13 and13 the13 preferences13 expressed13 by13 potential13 and13 existing13 brand13 advocates13 of13 this13 type13 what13 activities13 can13 you13 persuade13 this13 persona13 to13 participate13 in13 Be13 very13 selective13 in13 building13 this13 component13 of13 the13 persona13 Some13 advocates13 will13 excel13 at13 peer-shy‐to-shy‐peer13 community13 engagement13 while13 others13 will13 find13 referrals13 to13 be13 their13 thing13 Make13 sure13 your13 ldquoaskrdquo13 lines13 up13 to13 their13 motivators

16

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

3 Extrapolate13 Insight13 amp13 Create13 Personas13

413 Topics13 that13 Inspire13

Given13 what13 you13 learned13 in13 the13 interviews13 what13 types13 of13 topics13 in13 relation13 to13 your13 products13 and13 brand13 do13 they13 find13 inspiring13 Identifying13 topics13 will13 help13 you13 to13 create13 content13 that13 your13 brand13 advocate13 will13 share13 with13 their13 networks13 Additionally13 identify13 what13 opportunities13 your13 advocate13 will13 embrace13 to13 add13 their13 commentary13 or13 contribution13 to13 this13 content13 development13 Examples13 could13 include13 published13 interviews13 an13 eBook13 that13 showcases13 commentary13 from13 the13 experts13 at13 using13 your13 products13 panel13 discussions13 or13 webinars13 they13 participate13 in13 with13 you13 Note13 that13 these13 examples13 can13 also13 play13 the13 role13 of13 recognition13 depending13 on13 what13 motivates13 your13 advocate

613 Engagement13 scenariosWhat13 might13 the13 actual13 advocate13 marketing13 program13 look13 like13 in13 relation13 to13 this13 brand13 advocate13 persona13 While13 there13 are13 infinite13 ways13 engaging13 advocates13 can13 play13 out13 actually13 laying13 out13 an13 engagement13 path13 based13 on13 what13 yoursquove13 learned13 about13 the13 persona13 will13 help13 you13 start13 to13 visualize13 the13 experiences13 yoursquoll13 need13 to13 create13 to13 activate13 them13 And13 itrsquos13 those13 experiences13 that13 will13 be13 reflected13 in13 the13 advocacy13 so13 orchestrating13 them13 well13 is13 critical

513 Obstacles13 to13 advocacy 13 13 What13 would13 stop13 them13 from13 participating13 This13 can13 include13 things13 such13 as13 itrsquos13 too13 hard13 theyrsquore13 not13 sure13 what13 to13 say13 that13 their13 network13 will13 find13 valuable13 or13 they13 donrsquot13 believe13 it13 will13 do13 anything13 for13 them13 personally13 or13 professionally13

17

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

How13 Companies13 Have13 Driven13 Business13 Value13 Using13 Brand13 Advocate13 Personas

Take13 a13 look13 at13 how13 several13 advocate13 markeQng13 programs13 have13 created13 value13 for13 companies13 as13 well13 as13 what13 marketers13 say13 theyrsquove13 learned13 about13 their13 advocates13

18

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

19

How13 Star13 Wars13 Helped13 Quorum13 Get13 More13 Spiceworks13 Reviews13

Quorum13 provides13 the13 only13 PCI-shy‐compliant13 instant13 disaster13 recovery13 soluQon13 for13 the13 mid-shy‐market13 Their13 customers13 are13 mostly13 IT13 professionals13 They13 wanted13 to13 raise13 awareness13 about13 their13 soluQons13 by13 asking13 their13 advocates13 to13 post13 customer13 reviews13 on13 Spiceworks13 a13 professional13 network13 and13 review13 site13 used13 by13 more13 than13 five13 million13 IT13 professionals13 and13 over13 300013 technology13 brands13 13

Unfortunately13 ater13 a13 few13 weeks13 the13 number13 of13 new13 Spiceworks13 reviews13 was13 sQll13 low13 ndash13 and13 Quorumrsquos13 advocates13 werenrsquot13 doing13 much13 else13 for13 the13 company13 either13 13

MarkeQng13 manager13 Kevin13 Lau13 had13 an13 a-shy‐ha13 moment13

They13 had13 to13 learn13 more13 about13 their13 advocates13 before13 asking13 them13 for13 help

He13 published13 a13 challenge13 in13 the13 companyrsquos13 advocate13 markeQng13 program13 The13 Quorum13 Academy13 asking13 advocates13 if13 they13 were13 fans13 of13 Star13 Trek13 or13 Star13 Wars13 Ater13 learning13 that13 he13 had13 a13 community13 of13 diehard13 Star13 Wars13 fans13 he13 played13 off13 that13 theme13 in13 future13 challenges13 and13 got13 a13 much13 beRer13 response13 In13 just13 a13 few13 weeks13 Quorumrsquos13 advocates13 posted13 more13 than13 7013 reviews13 on13 Spiceworks13

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

20

Turning13 Drupal13 Geeks13 Into13 Acquia13 Advocates13 Commercial13 open-shy‐source13 sotware13 company13 Acquia13 was13 recently13 named13 the13 fastest-shy‐growing13 private13 company13 in13 North13 America13 on13 DeloiRersquos13 Technology13 Fast13 50013 Acquia13 which13 provides13 products13 services13 and13 technical13 support13 for13 the13 content13 management13 system13 Drupal13 saw13 five-shy‐year13 sales13 growth13 of13 more13 than13 8410013 and13 ranked13 second13 overall13 on13 the13 list13 13

One13 of13 the13 reasons13 why13 Acquia13 has13 been13 so13 successful13 is13 that13 there13 is13 a13 huge13 community13 of13 over13 2800013 developers13 out13 there13 who13 love13 Drupal13 Every13 Drupal13 user13 is13 also13 a13 potenQal13 Acquia13 customer13 ndash13 and13 advocate13 13

Acquia13 created13 an13 advocate13 marke-ng13 program13 called13 the13 Acquia13 Insiders13 designed13 to13 engage13 various13 stakeholders13 in13 the13 broader13 Drupal13 community13 including13 developers13 13

Acquia13 offers13 rewards13 and13 recogniQon13 that13 are13 especially13 valuable13 for13 Drupal13 users13 such13 as13 gesng13 the13 opportunity13 to13 meet13 the13 founder13 of13 Drupal13 Dries13 Buytaert13 or13 a13 complimentary13 Qcket13 to13 aRend13 DrupalCon13

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

ldquoIrsquove13 found13 three13 areas13 that13 distinguish13 sales13 advocates13 apart13 from13 other13 types13 of13 advocates13 13 113 Time13 is13 literally13 money13 for13 them13 They13 need13 to13 see13 immediate13 value13 in13 their13 advocate13 activities13 in13 order13 to13 participate13 13 213 Building13 their13 personal13 brand13 is13 important13 Creating13 opportunities13 to13 be13 thought13 leaders13 and13 generate13 awareness13 of13 their13 expertise13 while13 engaging13 in13 advocate13 activities13 is13 typically13 well13 received13 13 313 Expanding13 their13 network13 is13 a13 big13 motivator13 Itrsquos13 ultimately13 fuel13 for13 their13 businessldquo13

Marketers13 share13 what13 theyrsquove13 learned13 about13 their13 advocates13 via13 their13 advocate13 marketing13 programs

ldquoItrsquos13 important13 that13 when13 you13 interact13 with13 developers13 you13 try13 to13 understand13 where13 they13 are13 coming13 from13 their13 passion13 for13 creativity13 and13 most13 importantly13 remain13 honest13 and13 forthright13 Donrsquot13 pretend13 to13 be13 someone13 or13 something13 you13 are13 notldquo13

ldquoTeachers13 do13 not13 often13 have13 the13 opportunity13 to13 work13 with13 teachers13 outside13 their13 school13 They13 love13 getting13 exposure13 to13 other13 teacher13 leaders13 Create13 a13 space13 where13 they13 can13 connect13 and13 collaborateldquo13 13

ldquoMost13 HR13 professionals13 have13 a13 LOT13 on13 their13 plate13 (Who13 doesnrsquot13 But13 they13 REALLY13 do)13 so13 itrsquos13 critical13 that13 advocacy13 opportunities13 feel13 really13 valuable13 to13 them13 That13 may13 mean13 sharing13 inside13 information13 on13 your13 products13 or13 strategy13 or13 providing13 them13 with13 unique13 VIP13 opportunities13 that13 let13 them13 share13 the13 impact13 theyrsquore13 having13 at13 their13 company13 with13 others13 in13 the13 industryrdquo13

Megan13 Mcconnell13 13 Customer13 MarkeQng13 Manager13 at13 InsideView

Michael13 Stowe13 Developer13 RelaQons13 Manager13 at13 MuleSot

Kevyn13 Klein13 Director13 of13 Customer13 Success13 and13 Advocacy13 at13 Edmodo

Kaite13 Bonneville MarkeQng13 CommunicaQons13 Manager13 at13 Virgin13 Pulse13

21

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

ConclusionWhile13 you13 can13 acQvate13 brand13 advocates13 without13 a13 persona13 your13 strategy13 and13 program13 will13 be13 beRer13 served13 with13 a13 persona13 to13 set13 the13 foundaQon13 and13 goals13 for13 the13 program13 Relevance13 is13 criQcal13 for13

the13 success13 of13 markeQng13 and13 customer13 retenQon13 strategies13 including13 advocate13 markeQng13 programs13 13

To13 generate13 the13 best13 achievement13 toward13 business13 goals13 you13 must13 know13 your13 brand13 advocates13 and13 what13 moQvates13 their13 parQcipaQonmdashas13 well13 as13 the13 types13 of13 acQviQes13 and13 rewards13 theyrsquore13 interested13 in13 Helping13 those13 predisposed13 to13 advocaQng13 for13 your13 brand13 to13 get13 even13 more13 value13 from13 doing13 so13 is13 a13 win13 for13 both13 you13 and13 them13

22

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

As13 CEO13 amp13 B2B13 marketing13 strategist13 for13 my13 consulting13 firm13 Marketing13 Interactions13 Inc13 Ive13 spent13 over13 3013 years13 in13 business13 management13 and13 marketing13 operations13 and13 use13 every13 bit13 of13 it13 to13 help13 my13 clients13 create13 persona-shy‐driven13 digital13 marketing13 strategy13 with13 compelling13 content13 platforms13 that13 contribute13 to13 downstream13 revenues13 13

It13 doesnt13 hurt13 that13 Im13 a13 die-shy‐hard13 writer13 amp13 storyteller13

My13 clients13 include13 Cisco13 Adobe13 Autodesk13 BMC13 Software13 Teradata13 Core13 Media13 Riverbed13 Technology13 Parallels13 PR13 Newswire13 Sykes13 SEEBURGER13 Deluxe13 Transunion13 Steelwedge13 amp13 Demandbase13 to13 name13 a13 few13 13

The13 way13 customers13 buy13 has13 been13 irrevocably13 changed13 by13 the13 power13 theyve13 won13 back13 through13 technology13 By13 recognizing13 how13 buyersrsquo13 needs13 are13 evolving13 I13 help13 companies13 to13 get13 closer13 to13 their13 customers13 by13 escalating13 their13 ability13 to13 communicate13 their13 distinct13 value13 with13 digital13 marketing13 nurturing13 and13 sales13 enablement13 initiatives13 that13 address13 the13 continuum13 experience13

Marketing13 needs13 to13 be13 implemented13 as13 a13 strategy13 that13 works13 in13 concert13 with13 business13 objectives13 I13 teach13 companies13 how13 to13 use13 marketing13 automation13 and13 content13 marketing13 approaches13 to13 full13 potential13 to13 transform13 the13 marketing13 and13 selling13 of13 complex13 solutions13 by13 keeping13 the13 customer13 front13 and13 center13

My13 focus13 is13 on13 connecting13 the13 process13 and13 the13 people13 but13 its13 also13 on13 the13 creation13 of13 buyer-shy‐centric13 content13 and13 integrating13 channels13 to13 optimal13 advantage13 With13 those13 fundamentals13 in13 place13 the13 opportunities13 for13 marketing13 and13 sales13 to13 drive13 business13 growth13 are13 phenomenal13

Get13 to13 Know13 Ardath

Ardath13 Albee

Related13 Resources

DIGITAL13 RELEVANCEBy13 Ardath13 Albee

24

Learn13 how13 to13 develop13 markeQng13 content13 and13 strategies13 that13 drive13 results13

THE13 ADVOCATE13 MARKETING13 PLAYBOOKBy13 Influitive

Now13 that13 you13 understand13 advocate13 personas13 herersquos13 a13 step13 by13 step13 guide13 to13 engaging13 them13 in13 a13 way13 that13 benefits13 your13 business13 most

Brought13 to13 you13 by

Cintell13 is13 a13 cloud-shy‐based13 customer13 intelligence13 pla`orm13 that13 enables13 companies13 to13 beRer13 understand13 their13 buyers13 and13 operaQonalize13 personas13 to13 make13 customer-shy‐centric13 decisions

25

InfluiQves13 advocate13 markeQng13 sotware13 makes13 it13 easy13 for13 B2B13 marketers13 to13 recruit13 mobilize13 and13 recognize13 their13 advocates13 to13 support13 markeQng13 campaigns13 refer13 new13 clients13 and13 close13 deals13

13 Try13 the13 worldrsquos13 first13 persona13 management13 plahorm13 today13

Learn13 more13 about13 advocate13 marke-ng