AdvocateHub is Influitive’s advocate marketing software that helps B2B companies turbocharge marketing and sales efforts. ​It integrates seamlessly with customer systems like Salesforce and Eloqua, with social online communities like Twitter, Facebook, and LinkedIn, and enables you to connect Advocates with marketing opportunities. In 2012, Influitive started to look for a self-service BI solution they could embed in their product. That search brought them to GoodData, allowing them to provide visual dashboards and detailed reports that help B2B marketers measure their success, prove campaign performance, and actually improve their results.

1. AT A GLANCE
Say What?
Influitive Influences the Influencers
1© 2015 GoodData Corporation. All rights reserved.
Company: Influitive, B2B Advocate
Marketing Software Service Provider,
60+ employees
Customer Since: 2013
Solution: Powered by GoodData
Use Case: Customer use analytics
Favorite Metric: Activities
completed per Advocate
Best Features: Ability to segment
by group, Ability to slice and dice
data to access the insight we need
Results:
►► Achieve a 650% average rate
of return on campaigns
►► 25% shorter sales cycle
GO O D DATA CUS TOMER S TOR Y | INFLUITIVE
Turning Advocates into Money Makers
Influitive believes the most powerful marketing is the voice of your customers. So, if your
customers love you, tap into that. They make it easy for you to recruit, mobilize and recognize
loyal customers to help accelerate sales, build buzz, and cultivate reviews.
“Your happiest customers are your biggest marketing asset these days,” says Steve Organ
Senior Product Manager for Influitive. “They’re already out there talking up your product. Our
service makes it easy for you to engage them to help drive more referrals, references, reviews
and recommendations.”
AdvocateHub is Influitive’s advocate marketing software that helps B2B companies capture
customer enthusiasm, and use it to turbocharge marketing and sales efforts. With just one click,
you can invite your best customers to join. They can choose from dozens of opportunities to
promote you, while competing for recognition and influence on score-keeping leaderboards.
Loyal and active fans become known as Ambassadors or Advocates. Their actions ripple out,
touching hundreds of buyers. As peers join in, a surge builds and your social capital increases
as Advocates help build social proof. These actions also result in value driven activities such as
generating: referrals, reviews, references, content and product feedback to name a few.
AdvocateHub integrates seamlessly with customer systems like Salesforce and Eloqua; and
with social online communities like Twitter, Facebook, and LinkedIn. It enables you to connect
Advocates with marketing opportunities; reward them with recognition; and help to increase
their own influence among their peers. And in return, they willingly help you tap their power to
grow your company.
“We started with a very basic set of core metrics,” explains Organ. “There was no ability to slice
and dice data, and soon people started asking for more data and advanced analytics so they
could know if their hub was healthy and successful.” And so in 2012, Influitive started to look for
a self-service BI solution they could embed in their product.
Enabling Marketers to Explore their ROI
This is where Reporting Powered by GoodData comes in. As part of the Influitive solution,
it powers up visual dashboards and detailed reports that help B2B marketers measure their
success, prove campaign performance, and actually improve their results.
“We chose Reporting Powered by GoodData because we needed a robust cloud-based
solution to measure and report ROI that was as simple and intuitive as our product and quick
to implement,” says Organ. The time frame to implement was very tight from an onboarding
perspective—with only three to four months between inception to implementation. “We also
needed a way for customers to be able to customize their reports at will,” explains Organ.
“They had to be able to drill-down for more details, and illuminate patterns within their data,
and surface successes to share with superiors.”
Through the advanced analytics that Powered by GoodData provides, Influitive customers are
now able to discover preferences within their audience that help them to optimize campaigns,
streamline offers, and target users to increase effectiveness.

2. “I need to prove to
executives how much
VALUE my programs
bring the company;
I couldn’t do that
without GoodData.”
Truman Tang
Senior Marketing Manager,
Customer & Advocacy
Influitive
team@gooddata.com 415-200-0186 @gooddataGet in touch.
G O O D D ATA C U S T O M E R S T O R Y | I N F L U I T I V E
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gooddata.com
Dashboard Title Here.
All data has been genericized.
Steve Organ
Senior Product Manager
Influitive
For example, one company discovered their C-level executive Advocates were not engaging in
social challenges very much on the Hub and were more inclined to participate in a reference call,
to lend help influencing a buying decision, or to aid in driving sales further down the pipeline vs.
engaging in Facebook or Twitter.
The applicable results from that GoodData insight were for Influitive’s customer to change up their
offerings on the C-level Advocate pages—and not offer them the whole gamut of social challenge
choices. This made the user experience instantly more streamlined, targeted and personalized to
the executive, thus more enjoyable and usable.
Unveiling the Best Investments
Now, let’s take a look at how Influitive is using GoodData insight to improve their own business.
Truman Tang is a Senior Marketing Manager, Customer & Advocacy for Influitive who is currently
using Influitive VIP , their branded AdvocateHub, to run and to track the effectiveness of their own
advocate marketing campaigns.
He says, “since we live in a numbers-centric world, I’d be in a big pickle if I couldn’t measure
campaign effectiveness by reviewing my various advocacy campaigns in GoodData. The insight
I get from GoodData allows me to quickly and concisely see the areas in which I’m flourishing,
and also areas in which I need to pay more attention.” By gaining visibility into the activities
his advocates are engaging in and also by tracking attrition rates, Truman can better cater his
programs to their wants in an effort to generate more engagement.
Also, Truman uses GoodData to prove how much value a program is bringing back to the
company, which supports any requests for additional program funding. “If I can clearly show the
executive team that engaged advocate count has grown by 20 percent and our referral rate has
increased by 30 percent,” explains Truman. “Then, since we know referrals close 4X faster, we can
see instantly where we need to invest our time and money.”
Impressed with Influitive’s successes, GoodData was inspired to follow suit. GoodData Customer
Relationship Manager Amy Duryea, says, “In fact, we were so impressed with Influitive’s metrics
and the success they were seeing with their advocacy hub, that we decided to invest in our own.”
In order to more effectively and efficiently tap into the satisfaction GoodData customers are
experiencing, GoodData launched the GoodFriends AdvocateHub in early 2015. Today, they are
actively studying metrics on a weekly basis to fine-tune marketing engagements, because just as
Influitive knows first-hand, GoodData believes that the most powerful marketing is indeed the
voice of our customers.