Influitive Case Study: Ektron

Truman Tang

When I heard him say, “I literally could not do my job without Influitive’s AdvocateHub“, I knew the story of Ektron, their customers, and the work of their advocacy leader Fred Bals was a story we absolutely had to share with you.

We wanted to know what made the Influitive + Ektron combination so powerful (and celebrate one of our advocates), so we went right to the source and interviewed Fred about how he fired up the user base for their annual customer event, Synergy 2012. This was not a boring story, so we didn’t want to create a boring “Problem-Results-Solution” style case study. We thought we’d try a more compelling kind of case study with embedded video on SlideShare. Let us know what you think!

Fred had quite a story to tell. You see, Fred knew that the best marketing often comes from a company’s most passionate customers – you just need a way to tap into that passion. Using Influitive’s AdvocateHub, Fred built a community aimed at empowering Ektron’s best customers to engage in all aspects of the conference, promote content and share their love of Ektron with the world. You have to check out these slides for yourself, but here are just a few of our favorite examples of the fantastic results Fred achieved through a smart advocate marketing strategy:

  • Fred crowd-sourced more than 40 customer-generated videos for the opening keynote and generated a musical playlist for session breaks from customer suggestions.
  • He captured dozens of hours of customer interviews during the conference – all planned in advance through advocate ‘challenges.’
  • He generated a tidal wave of interest in speaker submissions for track sessions. In fact, this was the first Synergy Conference where where 90% of tracks were customer generated content and oversubscribed!
  • Excitement for the popular Ektron Site of the Year award was at a fever pitch through Fred’s advocate marketing approach, with 500% increase in submissions than the previous year.

Fred didn’t create enthusiastic and passionate Ektron customers – they were there all along. But using Influtive’s AdvocateHub, Fred found a new way to engage advocates, compel them to action and generate a frenzy of customer activity around Ektron’s most important event of the year.  Take a look at this case study for an excellent example of the power of advocate marketing – it has lessons for every marketer!

16 Responses to Influitive Case Study: Ektron

  1. […] Download our latest case study and find out how our AdvocateHub helped Fred at Ektron mobilize his advocates. […]

  2. […] you found these ideas helpful, you'll love our Ektron case study featuring Fred Bals success with their AdvocateHub. […]

  3. […] Supporting a football team is easy as there are many characteristics you can identify with: they have players that you can root for, maybe they are from your home town, or perhaps you just like their colors. If you want your customers, employees, or supporters to advocate for your company, you need to give them things to grab onto and relate. I’ve spoken to a few of my customers about why they are such supporters of us, one answer “I like your people, believe in your product and like what you stand for”. Why would your customers want to advocate for your company? What do you stand for and what can they believe in? Download our latest case study and find out how our AdvocateHub helped Fred at Ektronmobilize his advocates. […]

  4. […] Supporting a football team is easy as there are many characteristics you can identify with: they have players that you can root for, maybe they are from your home town, or perhaps you just like their colors. If you want your customers, employees, or supporters to advocate for your company, you need to give them things to grab onto and relate. I’ve spoken to a few of my customers about why they are such supporters of us, one answer “I like your people, believe in your product and like what you stand for”. Why would your customers want to advocate for your company? What do you stand for and what can they believe in? Download our latest case study and find out how our AdvocateHub helped Fred at Ektronmobilize his advocates. […]

  5. An excellent and easy to follow case study that demonstrates the power of your advocates. Lots of good ideas to take from it for other companies looking to mobilize their advocate armies!

  6. […] harnessing the power of your advocate marketing army? Influitive's AdvocateHub can help. See how we helped Fred Bals of Ektron in our latest Case Study. […]

  7. […] is experienced in advocacy marketing [read our latest Case Study, all about Fred's successes with his AdvocateHub], but he couldn’t just ask his developer […]

  8. […] For another example of effective advocate marketing using the AdvocateHub – Check our previous post about the Ektron case study. […]

  9. […] testimonials, to swap stories online, and refer their friends. These are just some examples of the evolution of marketing where advocates will be playing a central role. Nate, from Saddle Creek Records, told me that their […]

  10. Dan Steinman says:

    Very nice guys. Helped me understand even better what you do.

  11. […] article also includes a case study about how Ektron embraced advocate marketing and used Influitive’s AdvocateHub to generate engagement in the […]

  12. […] what Fred Bals, Manager of Customer Advocacy and Media Relations Programs at Ektron, did after a developer published a not-so-positive blog post detailing issues he had with […]

  13. […] Ektron saw a 500% increase in nominations for its “Site of the Year” award […]

  14. […] is a veritable advocate marketing veteran and, given everything he’s achieved with EIC, B2B marketers thinking about launching their own programs could probably learn a lot from […]

  15. John Murphy says:

    Really wonderful. This type of case study is really what I was looking for some days.

  16. […] According to Fred, while buyers are researching their options, they see Ektron advocates talking the company up on Twitter or LinkedIn, or being featured in a case study. […]

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