These are the slides for the 2016 Influitive Boston User Group.

2. Hello Boston!
Jesse Goldman, VP Customer Success
2

3. 3
Opening Remarks - Jesse Goldman, Influitive
9:00am - 9:05am
VIP, Mac & Cheese, and Customer Stories - Dylan Foster, Influitive
9:05am - 9:30am
Get Advocated! Roadmap To Build Raving Fans- Evan Jacobs, Rapid7
9:30am - 9:55am
AdvocateHub Product Roadmap - Julie Persofsky, Influitive
11:45am - 12:00pm
Interactive Workshop
10:10am - 11:45am
Coffee Break
9:55am - 10:10am

4. 4
Advocate Joins
+223%

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

7. Influitive VIP Goals
7
500 Referrals750 Engaged 6 Stories

8. Why Do These Goals Matter?
8
Engagement
=
Acts of
Advocacy

9. Why Are Customer Stories Important?
9

10. Using VIP For Customer Stories
10
STEP 1:
Source
STEP 2:
Create
STEP 3:
Distribute
STEP 4:
Attribute

11. The World’s Best Mac & Cheese
11

12. Step 1: Source
12

13. Step 2: Create
13

14. Step 3: Distribute
14

15. Step 4: Attribute
15

16. Recap
16
STEP 1:
Source
STEP 2:
Create
STEP 3:
Distribute
STEP 4:
Attribute

17. The Real Thing
17

18. Step 1: Source
18

19. Step 2: Create
19

20. Step 3: Distribute
20

21. Step 4: Attribute
21

22. Recap
22
STEP 1:
Source
STEP 2:
Create
STEP 3:
Distribute
STEP 4:
Attribute

23. Tip Of The Iceberg
23

24. Using VIP For Customer Stories
24
STEP 1:
Source
STEP 2:
Create
STEP 3:
Distribute
STEP 4:
Attribute

25. Questions?
25

26. Advocate Marketer
Feature
Evan Jacobs, Senior Manager, Customer Marketing & Advocacy, Rapid7
@EvanJ2011
26

27. Get Advocated!
A roadmap for building raving fans
Rapid7’s VoiceUp Hub

28. Let’s go back to the future…
SEP 19 2016 9 30

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

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

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

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.

38. Questions?
Evan_Jacobs@rapid7.com
@EvanJ2011

39. Coffee Break
9:55am - 10:10am
39

40. Workshop Time!
40
10:15am - 11:45am

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

44. Product Update
Julie Persofsky, VP & GM of Upshot, Influitive
@Julie_Per
44

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

47. Content marketing is a big deal.
∧
really

48. But it is also really hard.

49. Producing
engaging
content is
really hard.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

50. Imagine if…
Creating engaging
customer stories was
effortless

51. Advocates
With stories to tell. Want more content.
B2B Marketers

52. More CredibleMore Credible
More Authentic
More Engaging

53. 53

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

57. How does it work?

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.

61. Identify
Scheduling
Interview
with Editor
Story
writing
Reviews
Story
Approves
Story
Network
Distributio
n
Authenticity
at work
100% of
contributors
responded “they
enjoyed the
experience and
would do it again”

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

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67. 67
bit.ly/boscamp

68. 68
Hyatt Regency, San Francisco
December 6th to 8th, 2017
bit.ly/advocamp17
Promo Code: ADVANTAGE

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