If you work in sales or customer success, you understand the importance of closing new deals for your company. However, solely focusing on marketing returns can lead to a decline in sales due to ineffective spray-and-pray methods. It is crucial to scale marketing programs for the post-sale experience in order to differentiate yourself and stand out from the competition. By turning your customers into advocates, they will help spread the word about your company.
In a recent interview with Ari Hoffman, VP of Customer Marketing and Advocacy at Influitive, he shared insights on how businesses can harness the power of customer advocacy. Ari discussed his own transition into customer marketing, provided tips on starting customer advocacy programs, and explained how to leverage the voices of customers to attract new clients. This interview is part of G2’s Professional Spotlight series, which offers informative content for professionals. To stay updated on similar content, subscribe to G2 Tea, a monthly newsletter featuring SaaS-related news and entertainment.
In the interview, Ari also answered some warm-up questions, including his favorite beverage (tea) and his preferred software (Influitive). He discussed the frustrations he faces at work, particularly when he struggles to effectively communicate with others. Ari emphasized the importance of empathy and finding ways to align others’ perspectives with your own.
Ari then delved into his career journey, starting in architecture and gradually transitioning into customer marketing. He explained how he became an evangelist for his company and began co-hosting sessions with customers. He realized the value of building strong relationships with customers and the impact it had on their advocacy. This led him to develop a program focused on delivering value first and cultivating customer advocates. By leveraging these advocates in marketing campaigns, companies can not only strengthen customer relationships but also drive growth and success.