Influitive, a provider of advocate marketing tools, today announced its Summer 2013 product release that includes new capabilities and features that make it easier for B2B marketers to capture and promote the enthusiasm of their evangelists.
Two new offerings – Maven by Influitive, a mobile app for B2B advocacy, and AdvocateAnywhere, which lets marketers embed “calls to advocacy” in cloud apps and web pages – headline Influitive’s release.
“This release is all about bringing the power of advocate marketing to a much wider range of businesses that want to mobilize and capture the enthusiasm of their fans and supporters,” said Mark Organ, Co-Founder and CEO, Influitive. “Now marketers can truly reach their advocates anywhere — with any kind of request. It’s part of our strategy to build products with an ambitious footprint, while still staying true to our niche.”
Jim Williams, VP of Marketing, said that building a platform to be able to gather all of a company’s advocates in one spot was key. “It has a gamification aspect to it,” Williams explained, adding that the idea is for customers to get involved because they are passionate and not simply because they want to win a prize. The reward could be seating in the VIP section at the next users’ group meeting.
In his example, the challenges could start out with activities such as a “like” on Facebook to other tasks such as speaking with the media and analysts or providing a product review.
With AdvocateAnywhere, B2B marketers can more easily discover and engage with advocates by asking for help or feedback through embedded widgets or “challenges” that can be placed in cloud applications, web pages, landing pages, communities or blogs. Users can employ simple to sophisticated rules to ensure that the right audiences are engaged.
Influitive has revamped its reporting and analysis tools to offer B2B marketers better insight into their advocate marketing efforts and impact. Now users can analyze the activities, advocates and groups in more intuitive reports and visual dashboards, then drill into the details.
Influitive Maven lets advocates rate products, write reviews, provide testimonials and participate in campaigns easily on the go. Maven also gives advocates a real-time Impact Score for everyday acts of advocacy like product reviews, referrals, reference calls and testimonials. Impact scores measure the effectiveness of an advocate's actions based on the value of the activity and the advocate's potential influence.