The Messenger is The Message: How to Mobilize Customers and Unleash the Power of Advocate Marketing - Hardcover

Organ, Mark; Zenyk, Deena

Hardcover

ISBN 10: 1619618427 ISBN 13: 9781619618428

Publisher: Lioncrest Publishing, 2017

Synopsis

Consider your last big purchase: What influenced your decision? A paid advertisement? A polished press release? A celebrity Twitter endorsement? A marketing email? A product webpage? Probably not. More than likely, you listened to someone you know and trust. An authentic voice with relevant experience is the most convincing proponent when we're considering a new product or company. That is the power of an advocate.

In an age of complete transparency, buyers are no longer swayed by traditional sales and marketing tactics. Instead, they want to be guided by the advice of trusted peers. Advocate Marketing powers the progress of some of today's most exciting and successful organizations. Based on their pioneering experience with companies ranging from small startups to global multinationals, Mark Organ and Deena Zenyk's insights will show you how to discover, nurture and mobilize your most enthusiastic advocates to benefit your company and your career.

The Messenger is The Message is your complete blueprint for building a powerful, always-on community of authentic advocates, the most effective system for efficient growth in today's social web era.

About this title

About the Author

Mark Organ is the founder and CEO of Influitive, a provider of solutions to help companies discover, nurture, and mobilize their advocates. Mark has been an innovator in marketing processes and technology for more than seventeen years as the founding CEO of marketing automation pioneer Eloqua, and he is a go-to-market consultant for software-as-service companies in North America and Asia. With a background in neurosciences and a passion for applied psychology, Mark is a dynamic writer with a unique vision for a more human approach to marketing.
Deena Zenyk is a Principal Strategic Consultant who, with more than 10 years' experience in advocate marketing, is a world-leading expert and pioneer in advocate marketing. Her guiding professional principle is to make leading-edge marketing philosophies and practices accessible and actionable for the everyday marketer.

Review

"The best marketing is also customer-driven word of mouth. The Messenger is The Message is the best guide I know of to this incredibly important business strategy."- Cameron Herold, founder of COO Alliance and author of Meetings Suck 
"With The Messenger is The Message, Mark explores the network dynamics underlying every successful sale and brand today. He skillfully combines discussion of technology with best practices from real-life case studies, examining businesses at the leading edge of transformation. Mark demonstrates how leaders have been able to build powerful networked communities, and codifies key lessons into helpful best practices. The Messenger is The Message is full of actionable insight drawn from decades of experience, and it's an invaluable guide to customer advocate marketing." - Ted Malley, Chief Customer Officer, Ceridian
"Our success is carried on the shoulders of successful customers. Our customer network is the most powerful tool we have to promote our product and our brand."- David Ossip, chairman and CEO of Ceridian
"Mark Organ is one of the smartest marketers I know. When he talks, I listen, and I'd recommend you do the same."- Nick Mehta, CEO of Gainsight
"Mark Organ was one of the first to truly recognize the importance of advocate selling. He is the expert in how to put this important idea into practice."- David Skok, General Partner at Matrix Partners and author of forEntrepreneurs

Edition details

• Publisher: Lioncrest Publishing
• Publication date: 2017
• ISBN 10: 1619618427
• ISBN 13: 9781619618428
• Binding: Hardcover
• Language: English
• Number of pages: 244