Category Archives: advocacy-marketing

Guiding Eyes story featured on US national television

It is a real privilege to work with the inspirational Guiding Eyes for the Blind.  They have an incredible mission to place guide dogs with blind individuals.

The project involves looking at all the data they have moved to the IBM Cloud: genetic data from 30 years of dog breeding and thousands of questionnaires in Word format from trainers who spend two years raising puppies.

The potential for cognitive applications like IBM Watson to find new insights which can help improve their programs is tantalizing. A group at SJSU is working on the data right now. Early indications suggest that genetic data may not be a strong determinant for whether or not a dog performs well. Fuel to fire the nature vs nurture debate?

We spent a weekend in upstate New York with the Barbarian crew and Tucker Walsh telling this story from the viewpoint of a dog.

CNBC ran a feature on this story and Creativity called us out.

We pulled together all the key story elements on this Medium page.

 

Comments on ‘Advocate Marketing Explained’ (@briangladstein)

I like the way Brian Gladstein makes his point in this presentation on Advocate Marketing:

It’s interesting that Brian focuses on the customer as advocate and not other groups such as employees or partners. That said, he does make the case why customers are increasingly important for SaaS providers whose customers can switch services at the drop of a credit card.

What struck me as interesting:

  • You should think way beyond just social media activation, but consider engaging advocates for product innovation, speaking at conferences, training.
  • Buyers get 57% of the way through the buying process before they talk to a sales rep. I’ve seen similar stats for the amount of time purchasers spend off-domain before they visit your website. Bottom line: you need to externalize as much of your marketing as possible. 
  • The agreement is one that should have mutual benefit. Make sure you are giving as much as you are getting!

If you want to find out more about Brian and this area, check out Explorics.