5. 5
"Advocate marketing programs are
essential in an age where your
ability to gain and keep customers
is the last-remaining defensible
competitive advantage."
- Laura Ramos, Forrester Research
6. VIP, Mac & Cheese, and
Customer Stories
Dylan Foster, Advocate Marketing Specialist
@dylanfoster92
6
29. High-touch/high-quality customer
engagement programs as our foundation
A PROGRAM BUILT TO ENGAGE
CUSTOMERS 1:1 AT MULTIPLE
STAGES WITHIN OUR PRODUCT
DEVELOPMENT PROCESS, BY
PROVIDING ACCESS DIRECTLY TO
RAPID7’S PRODUCT AND
ENGINEERING TEAMS
30. While programs were highly successful,
we’d plateaued…
369 Rapid7 Voice participants
in 2014
Across 49 unique programs,
covering the full product
portfolio and services &
support
31.
32. Allison MacLeod Senior
Director Demand &
Operations
Patrick Bausemer,
Digital Marketing
Manager
Glen Jackman, Digital
Marketing Specialist
Digital Intern
Bethany Tomich,
Marketing Operations
Manager
Jackie Joly, Marketing
Operations Specialist
Data & Lead
Processing Intern
Data Science Intern
Courtney Pierce,
Director Acquisition &
Channel Marketing
Meredith Tufts, Named
& Enterprise
Kathryn Falco, Mid
Market & Base
Evan Jacobs, Senior
Manager, Customer
Marketing & Advocacy
Kelly Garofalo, Senior
Customer Marketing
Specialist
Sarah Clow, Advocate
Marketing Specialist
Brian Piper, Customer
Reference Specialist
33.
34.
35. CUSTOMER MARKETING IMPACT
| Peer Insights
Product Engagement
“Easy to deploy, big impact to our overall risk,
a key pillar of our security program.”
26
REVIEWS
for a
Reference Program
$677k
First Rapid7 User Group
101
343+ UNANSWERED QUESTIONS
ON COMMUNITY RESPONDED TO
ADVOCATES
JOINED
87%
CUSTOMERS
ENGAGED 45% 20+ CUSTOMERS
ENGAGED IN BETA
PROGRAM
“I’m delighted with the overall
experience. I’ve already
started to roll this out to the
managers and leaders . . …”
Initiated & ran Beta program for
Nexpose Now11 DEALS WON WITH
REFERENCES PROVIDED
Sales Accelerator Customer/Product Team Feedback Programs Building Relationships
Rapid7’s customer advocacy platform
99
36.
37. 3 Key Learnings
1. Have a strong foundation
2. Understand and cater to your internal & external
stakeholders
3. Align program objectives with existing
corporate goals.
41. The Rules
41
1.Get into your teams
2.Read the case study & instructions
3.Take 60 minutes to form your plan
4.Be ready at 11:15 to present
42. Your Hubs
42
● Team 1 - bit.ly/bostonug1
● Team 2 - bit.ly/bostonug2
● Team 3 - bit.ly/bostonug3
● Team 4 - bit.ly/bostonug4
● Send Google Slides to dylan@influitive.com
43. Presentation Criteria
43
Scored on a rating of 1 - 5
1.Completeness - of the solution
2.Creativity - uniqueness of the solution
3.Content - quality of the solution
46. 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Is content a priority for you this year?
86% of B2B marketers use content
marketing
54. Upshot stories are deep, credible articles your advocates
help produce and distribute.
DEPTH
REACH
Reference
s
Case
Studies
Social
Mentions
Online
Reviews
Excellent investment in
advocate / customer
generated content!
High reach, but low
depth
High depth, but low
reach
55. Upshot stories are faster and easier to consistently produce
than other customer content companies can write on their own.
< 10 days!
Up to 90
days!
56. Authentic Customer Content Performs Better
10x better content that
engages future buyers
Trustworthy stories for
customers by customers
Customizable Call to Action
to to direct readers and track
ROI
Buyers trust peer-generated posts over
brand-produced content *
70%
* Reported by
58. Submit a campaign request in Upshot
• Customer stories that match your
marketing narrative
• Customize your CTA to meet your
campaign objective
59. Identify customers with great stories to tell
• Seamless integration with Influtive’s
AdvocateHub to source and vet
candidates.
• More sourcing options coming soon!
60. Progress at your fingertips
• Upshot handles the logistics – scheduling, interviews, writing the
article and approvals.
• You get full transparency throughout the process and ensure
contributors are having a great experience.
62. Measure the impact of your content
• Understand the impact of your Upshot stories – whether it’s
increasing brand awareness or driving new leads
63. Distribution – Surround your buyers!
• Automatically tap into your
Contributors’ network for wide
distribution
• Mobilize other advocates to share
their peer’s story through
AdvocateHub integration
• Additional publishing and syndication
channels coming soon
64. Stories are written from perspective of your customer and distributed
through their network – it resonates with potential buyers who are just like
them.
21 CTA Clicks,
126 Views, 50 shares
14 CTA Clicks,
353 Views, 119 shares
7 CTA Clicks,
275 Views, 106 shares
65. Start helping your customers tell their unique stories right away!
$1,399
Premium Experience for
Advocates
Customers want to tell their story. We make it
effortless
Fast, Easy, Consistent
A stream of happy customer stories delivered
regularly
Upshot distributes stories widely and delivers
tools to re-use and embed stories anywhere
Wide Distribution &
Syndication
Measurable ROI &
Engagement
Customize stories with a Call to Action. Track
engagement within your CRM (coming soon)
10x Better Stories
Trustworthy stories for customers by
customers
Automated custom challenge sent from your
AdvocateHub invites advocates to tell their
stories
Built for AdvocateHub