Introduction
Public-facing advocacy activities, such as success stories, reviews, and references, can drive significant business outcomes. Measuring their impact helps you demonstrate ROI, refine your strategy, and scale advocacy programs effectively. This article outlines how to track and analyze the success of advocacy activities using Gainsight’s tools to ensure continuous improvement.
Step 1: Track Metrics for Advocacy Impact
Identify and monitor key performance indicators (KPIs) to measure advocacy success.
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Measure Success Story Engagement: Use Dashboards to track the number of views, shares, and click-through rates for published success stories.
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Analyze Review Metrics: Monitor review volume, ratings, and trends on third-party platforms like G2 and TrustRadius to understand the impact of reviews on brand visibility.
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Evaluate Reference ROI: Track metrics such as lead-to-deal conversion rates and sales cycle reduction for prospects who interacted with customer references.
Step 2: Leverage Advocacy Data for Analysis
Analyze advocacy data to uncover trends and inform decision-making.
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Combine Data Sources: Use Journey Orchestrator and Adoption Explorer to merge engagement data with advocacy activity results.
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Segment Advocacy Performance: Group advocates and activities by attributes like industry, product usage, or advocacy type to identify patterns of success.
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Visualize Impact Across Teams: Share key metrics and trends with Sales, Marketing, and Customer Success teams using interactive dashboards.
Step 3: Gather Feedback to Refine Advocacy Programs
Use feedback from internal teams, advocates, and customers to improve your advocacy efforts.
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Collect Advocate Feedback: Use Surveys to gather insights from advocates about their experiences and suggestions for improvement.
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Evaluate Team Perspectives: Hold regular sessions with Sales and Marketing teams to identify areas where advocacy activities can better support their goals.
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Iterate Based on Feedback: Refine your advocacy programs by incorporating feedback into processes like success story creation or reference management workflows.
What's Next
Tracking and analyzing the impact of public advocacy activities is vital for demonstrating their value and scaling your programs. Use these insights to align advocacy efforts with business goals and further integrate them into customer health scoring.
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