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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

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  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2017
  • Dimensions: 6" x 9"
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-449605-1
  • ISBN-13: 978-0-13-449605-4

Today, engaging customer advocates is one of the most powerful marketing strategies available to you. Advocates provide third-party validation and positive relevance; build and protect brands, and create exceptionally effective content to influence buyer decisions. Sales teams enjoy the benefits of advocates, too, through case studies, referrals/introductions, and assistance in securing renewals.

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction and Creating Relationships shows CMOs, business development leaders, and customer success professionals, and sales executives exactly how to leverage this powerful approach. Barbara Thomas helps you make the business case, outlines the strategic requirements, and presents powerful best practices and case studies. You'll learn from the experience of recognized leaders in advocacy marketing, from Intel and Citrix to Sirius Decisions, Influitive, Reputation Advocates, Boulder Logic, and RO/Innovations.

Most important, Thomas introduces a systematic, five-step strategy for leveraging this powerful opportunity. You'll discover how to:

  • Build a complete strategic plan for advocate marketing
  • Define best-practice program processes and policies
  • Establish internal resources, team, organizations, and budgets
  • Choose and integrate the right technology and tools
  • Establish and apply the right KPI metrics and analytics

What others say about you carries far more weight than anything you can say about yourself. Advocate Marketing will help you transform that simple reality into a powerful competitive advantage.

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Table of Contents

Foreword     ix
Preface     xiv
Part I: Principles and Benefits of Advocate Marketing     1
Chapter 1: What Is Advocate Marketing?      3
Chapter 2: Why Is Advocate Marketing Important?      13
Chapter 3: The Net Advocate Score: Building on the Net Promoter Score     25
Part II: Case Studies and Best Practices: Words from the Experts     35
Chapter 4: Build an Advocate Recognition Engagement (ARE) Program     37
Chapter 5: The Power of One Advocate     53
Chapter 6: Breaking Past the “Press Release” Goal     61
Chapter 7: Overcoming Skepticism with Open Communications     71
Chapter 8: Innovative Marketing Strategy Propels Intel to Successful Global Product Launch     79
Chapter 9: Citrix Moves from Customer Content Factory Model to Content Showroom     91
Chapter 10: The Influential Power of Customer References     99
Chapter 11: Award Engagement Program Helps Win Two-Million-Dollar Contract     107
Chapter 12: Enthusiastic Advocates Help Businesses Drive Measurable Marketing and Revenue Performance     117
Chapter 13: The Paradox of “Do as I Say, Not as I Do”      127
Chapter 14: Survey Says: Engage Your Advocates as Partners at Every Opportunity     135
Chapter 15: Advocates Turning Rogue: The Importance of Reputation Management     143
Chapter 16: Best Practices for Creating a Project Management Plan for an Advocate Recognition Engagement (ARE) Program     155
Chapter 17: Best Practices in the B2B Customer Advocacy and Reference Industry     165
Chapter 18: Best Practices for Measurability     173
Chapter 19: Epilogue: What’s Next? Using What You Have Learned     193
Interviewees’ Contact Information     199
Index     201

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