How Clarizen Dovetails Online and Offline Advocacy To Engage Customers

While online marketing has been taking off since the late 2000s, trade shows and face-to-face meetings are still one of the most important parts of a marketing strategy. Lori Bush Shepard, Vice President of Corporate Marketing at work collaboration and project management provider Clarizen, says online and offline strategies can dovetail to create a better customer experiences and fuel advocacy.

Watch Lori’s Advocamp presentation to learn a few ways Clarizen harmonized its online and offline advocate marketing efforts to increase engagement during its last conference.

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Events vs. online engagement

Events are good for the “big bang” impression says Lori. They help give your company a face. At Clarizen’s latest conference, attendees commented about how everyone from the company was helpful, friendly, and intelligent. “It gave the company a whole new personality that didn’t exist before,” says Lori.

Meanwhile, online, scale is “as unlimited as your imagination,” she adds. Online marketing can be much more cost-effective, and allows you to more accurately target messages.

4 ways Clarizen melded online and offline advocacy

1. Cater to your advocates

The best place to start with any engagement strategy is to make sure everything you share with your advocates is authentically customer-centric. “You have to work from the customer backwards,” says Lori. This means developing experiences and content that’s beneficial to everyone—from the person who just started with the company to the 20-year veteran, and from the executive right down to the individual practitioner.

2. Be timely

When Clarizen realized its conference was starting on the day Daylight Savings Time kicks in, the company issued a challenge in it’s online advocate marketing program—called the Champions League—reminding attendees to set their clocks forward. These types of fun, timely activities help increase engagement and keep the event top of mind.

3. Bring the online to the offline

Before the live event, advocates had the chance to request topics they wanted to hear discussed, post questions they wanted to ask keynote speaker (Adam Savage from Mythbusters), and participate in a scavenger hunt.

At the event, a station was set up where attendees could participate in a challenge by completing a review on an affiliate website.

4. Create VIP networking opportunities

Clarizen created a “Guru Lounge” at the event where attendees could meet with members of the company to solve real-world business issues. At the door was a monitor where they could sign up for Clarizen’s advocate marketing program on their way out. This showcased the value of both in-person networking and online advocacy post-event.


There was a 100% increase in reviews on the aforementioned affiliate site. Clarizen also saw a 28% rise in active advocates in their online program, and a 57% jump in the number of monthly challenges completed.

“People want to belong, be appreciated, understood, and forge real and authentic face-to-face relationships,” says Lori. “It’s a whole lot easier for someone to advocate for your company if they feel like you’re advocating for them.” And combining both online and offline activities can help achieve that.

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