Using Advocacy Marketing at Each Stage of Your Funnel

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From Customer to Advocate

In this live webinar, Drift’s Kate Adams and G2 Crowd’s Adam Goyette explain how to transform loyal customers into passionate brand advocates. Kate leads off the conversation by laying out the basic problem facing all demand gen marketers: generating website traffic is tough!

Breaking Down the Barriers

She continues, emphasizing the disconnect between traffic generation and lead follow up. You spend countless hours and dollars driving traffic to your site, but create so many barriers to follow up and human interaction that all your efforts are in vain.

Awareness is Everything

With Kate having set the stage by listing fundamental faults in today’s buying process, Adam begins breaking down a basic funnel, starting with awareness. How do you go about generating public knowledge about your product or solution? Furthermore, once you’ve established a presence, how do you leverage that to actually increase conversions and pipeline?

Putting the Buyer First

For Kate, the focus is less on the bottom line and more on building authentic relationships with your buyers. If you focus on the buyer over the revenue that the buyer represents, you’ll find that customers are 10x more likely to develop a sense of loyalty to your brand.

Reviews, Recommendations, ROI

By putting the buyers first, you encourage them to visit your site and actively develop a personal connection with your brand. This customer first approach is going to translate into reviews, recommendations, and, ultimately, ROI for your business.

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About the Presenters

Kate Adams Drift
Kate Adams
Sr. Director of Demand Generation @ Drift

Kate Adams is passionate about aligning marketing with sales and product teams, in order to create fully integrated marketing campaigns across all platforms to maximize both revenue and growth. She strives to bring businesses and brands to life in the hearts and minds of prospects and customers by creating and delivering valuable, compelling content for each stage within the customer life cycle.

Adam Goyette
VP of Marketing @ G2 Crowd

Adam Goyette is the Vice President of Demand Generation at G2 Crowd. He has 15+ years of experience leading teams in strategic roles focused on revenue generation, inbound marketing, demand generation, and marketing operations. Prior to his role at G2 Crowd, Adam led Marketing teams at several high growth start-ups including FieldLens, Booker and JW Player. He holds a BA from the University of Maine in Journalism. When he isn’t figuring out ways to drive demand, he spends most of his time with his wife and 2 young kids, walking his dogs, or learning new photography tricks.

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