Influitive Labs: Making The Advocate Experience Better One Experiment At A Time

Eric Ries, tech entrepreneur, bestselling author and founder of the Lean Startup Movement, urges all companies to ask themselves a simple yet powerful question: “How do you know you are making the product better?”

To answer that question at Influitive, we’ve chosen to reframe the question as, “How do we know we’re making the advocate experience better?”

Knowing that the changes we make to our B2B-focused AdvocateHub platform are beneficial to advocates requires inspiration from the B2C software world, where experimentation and learning are key ingredients to the product development process. This deck by Etsy, for example, refers to this process as ‘design for continuous experimentation’.

To that end, we’re excited to formally introduce Influitive Labs – a new program that focuses on creating the best experiences for advocates in our product.

As Product Manager and QA, I work closely with my colleagues Zhi (co-Product Manager and resident Analyst), Brad (Developer) and Abeiene (Designer) on the Labs team

(Left to right) Lindsay Rothman, Zhi Hui Tai, Brad Robertson and Abeiene Nejar

As Product Manager and QA, I work closely with my colleagues Zhi (fellow Product Manager and resident Analyst), Brad (Developer) and Abeiene (Designer) on the Labs team to run various A/B experiments, and to build prototypes to measure the impact on key advocate metrics, such as activation, engagement and retention – all of which are critical to the success of our customers’ advocate marketing programs.

Our experiments have to be run using real advocate marketing programs and real advocates, of course, which is why we’re extremely grateful that over a dozen of our customers have already enrolled in the Influitive Labs program.

When the Influitive Labs experiments or prototypes show desirable results in these AdvocateHubs, we roll them out for all of our customers. However, if we learn that a particular feature doesn’t add the value we expected, we can quickly shift our efforts to the stuff that matters.

With this approach, we can ensure that the changes we make add measurable value to the advocate experience. As the experts in B2B advocate marketing, we think of each experiment or prototype as an opportunity to deepen our understanding of advocates.

If you’re already an Influitive customer and are interested in participating in the Influitive Labs program, please contact your Advocacy Coach or email us at labs@influitive.com.

We look forward to sharing our Influitive Labs findings with you in future blog posts!