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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.
Consider your last big purchase: What influenced your decision? A paid advertisement? A polished press release? A celebrity Twitter endorsement? A marketing email? A product webpage? Probably not. More than likely, you listened to someone you know and trust. An authentic voice with relevant experience is the most convincing proponent when we're considering a new product or company. That is the power of an advocate. In an age of complete transparency, buyers are no longer swayed by traditional sales and marketing tactics. Instead, they want to be guided by the advice of trusted peers. Advocate Marketing powers the progress of some of today's most exciting and successful organizations. Based on their pioneering experience with companies ranging from small startups to global multinationals, Mark Organ and Deena Zenyk's insights will show you how to discover, nurture and mobilize your most enthusiastic advocates to benefit your company and your career. The Messenger is The Message is your complete blueprint for building a powerful, always-on community of authentic advocates, the most effective system for efficient growth in today's social web era.
"The ultimate guidebook to brand advocacy." PORTER GALE, former VP of Marketing, Virgin America Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They don't just buy your products they sell your products for you. Brand Advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. Do you know who your Brand Advocates are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales. Brand Advocates teaches you how to turn your enthusiastic customers into a powerful and sustainable marketing force. Through a step-by-step playbook and real-world examples, you'll learn exactly what it takes to build and activate your Advocate Army, from identifying your Advocates to energizing them and tracking results. By following this strategic and sustainable approach, you'll soon be able to: Discover who your Brand Advocates are and what makes these influential customers tick Create and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels Energize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes Reward your Advocates by giving them what they crave most Measure results and ROI from advocacy programs Every company in the world including yours! has Brand Advocates. Get more value from your social media marketing and transform your company by unleashing the most powerful marketing force you have. Your Advocate Army is ready and waiting to build your brand and business.
Triumph in the B2B Marketing World with a How-To Guide Containing 250+ Useful Tips and Tricks 250+ Best Practices for B2B Marketing Success is a step-by-step guide to becoming a leading B2B marketing professional. Written by Alexander Kesler, a seasoned marketing practitioner and thought leader, this book serves as a resource for every level of B2B professional, from those taking their first steps into the B2B marketing world to the most experienced pundits. 250+ Best Practices for B2B Marketing Success synthesizes best practices that can take years to learn into an easy-to-understand (and easy-to-implement) guide. The information in this book is proven, ready-to-use, and contains steps that most marketers can apply right away—on everything from crafting content to measuring its effectiveness at the campaign’s end. Above all, this book presents engaging strategies and practices suitable for any business. Short and to the point, marketers can apply the advice presented here at any point in their career, from college to the boardroom. If you are a digital marketing or business leader who grapples with the problems and challenges of today’s multi-faceted and ever-evolving industry, 250+ Best Practices for B2B Marketing Success will help you implement proven strategies into your own B2B marketing initiatives with accomplished ease.
The digital economy is a driver of change, innovation, and competitiveness for international businesses and organizations. Because of this, it is important to highlight emergent and innovative aspects of marketing strategies and entrepreneurial approaches to overcome the challenges of the digital world. The Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy provides innovative insights into the key developments and new trends associated with online challenges and opportunities. The content within this publication represents research encompassing corporate social responsibility, economic policy, and female entrepreneurship, and it is a vital reference source for policymakers, managers, entrepreneurs, graduate-level business students, researchers, and academicians seeking coverage on topics centered on conceptual, technological, and design issues related to digital developments in the economy.
Are you getting the best out of mediation? Written by an active practising mediator, Mediation Advocacy: Representing and Advising Clients in Mediation takes you inside the mediation process, from the initial consideration of mediation to settlement and beyond. Drawing on current practical experience and the latest behaviour research in clear readable language it deals with the legal, financial, psychological and practical dimensions of mediation. A 'how to do it' guide for anyone attending mediations as representatives, clients, experts or mediators, the fully revised, restructured and updated Second Edition includes: - New chapters on: -- Cross cultural issues – what to say and do and what not to say and do. With examples that you can use -- Online Mediation – explains the differences when mediating by phone or via a video link. Tips and tricks to help you get started -- Developing your practice as a mediation advocate: people are making money as specialists. Learn how to do it - Increased emphasis on how to conduct a negotiation in mediations - Expanded chapters on mind traps and the effect of cognitive biases on decision-making - New material on how to speak and present at mediations. Includes exercises to put you in the right mental and physical state on the day - Improved visuals and flow charts - Worked examples of risk analysis - Updated scripts for advocates and clients to use in joint sessions - Dedicated sections on self-advocacy – for those who are going to mediation without their lawyer
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands. Contributing Authors: Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie Clive Stevens, Executive Chairman, Kreston Reeves Louise Field, Head of Client Service & Insight, Bird & Bird LLP Tim Nightingale, Founder, Nisus Consulting Ben Kent, Managing Director, Meridian West Lisa Hart Shepherd, CEO, Acritas Nick Masters, Head of Online, PwC Alastair Beddow, Associate Director, Meridian West Dale Bryce, President, Asia-Pacific Professional Services Marketing Association Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM Susan D'aish, Business Relationship Director, MacRoberts LLP Dan O'Day, Vice President, Thomson Reuters Elite Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins Eleanor Campion, Communications Executive, UK & Europe, Atkins Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany Giles Pugh, Principal, SutherlandsPugh
How organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.