Behind The Scenes: Act-On Software’s Advocate Marketing Program, ALUV

It’s a rare treat to get the opportunity to go behind the scenes of an innovative marketing program at a fast-growing software company.

Most case studies, customer testimonials and blog posts tend to only show a small cross-section of what really happens day in and day out to drive results, just scratching the surface of the full scope of the program.

That’s why we want to highlight a fascinating deep dive into Act-On Software’s advocate marketing program, ALUV, which was recently published by Software Advice on The B2B Marketing Mentor.

The B2B Marketing MentorThe must-read feature-length article by contributor Alan S. Horowitz post is the second in a two-part series on brand advocates that highlights specific tactics B2B marketers can put to use in their own organizations as they launch advocate marketing programs to generate more referrals, case studies, references, content, word of mouth and more.

It covers everything from how Act-On encourages customers to become advocates, to how to they keep their advocates engaged with a range of rewards as well as challenges that are regularly updated and targeted to specific advocate personas.

Act-On’s Senior Manager of Customer and Field Marketing, Jeff Linton, and Paige Musto, the company’s Director of Communications, also share how they give value back to their advocates, solicit feedback to continue to improve their advocate marketing program, define goals and measure results:

Linton advises companies to define and set clear goals before starting any brand advocate efforts. Assign a designated manager to the program and have clear metrics in place to measure the program’s progress.

“Success of our program is happy, active and engaged customers,” Musto says. “We measure the number of engaged advocates on a monthly basis to learn which challenges have the highest engagement levels and perform the best among advocates.”

Congratulations to Act-On’s lead generation, PR/social and product marketing teams on running a fantastic program so far! What great inspiration and information to share with other B2B marketers.

Click here to read the full post on The B2B Marketing Mentor.

Even more insight from Act-On’s advocate marketing program

We interviewed Jeff about ALUV’s incredible referral results earlier this year during our Advocate Marketing Summer Tour. Watch the video below to learn more about how he and his colleagues built a rockstar referral program using Influitive’s AdvocateHub:

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