Ep3 – The Strategy Behind Advocamp With Jim Williams, VP Marketing at Influitive

“You need to focus on how you treat existing customers as much as you do on net new customers.”
-Jim Williams, VP Marketing of Influitive

Episode 3 of the How To SaaS podcast features Jim Williams, VP of Marketing at Influitive, on the strategy behind their Advocamp conference and how it is helping them create the category of Advocate Marketing.

Influitive is one of the darlings of the Toronto SaaS community — they’re growing rapidly, they’ve raised 5 rounds of funding that total to $50MM and they are trying to accomplish something unique, which is the building of an entirely new category called “Advocate Marketing”.

Influitive enables companies to go way beyond referrals to create and empower product champions/evangelists as the core way to grow a business.

We’re going to be speaking with Jim about the creation of Advocamp — their annual conference, which just finished in San Francisco — and it is helping Influitive to build out the category of Advocate Marketing.

In this episode you’ll learn the following:

  • What’s the strategy behind holding your own conference as a SaaS company
  • How much investment is required, in terms of time, money and people, to pull off an event like Advocamp
  • Playing the long game with a conference like Advocamp where the immediate returns are not so obvious when you are trying to build out a new category
  • What kind of buy-in you need from the CEO, the investors and other key teams and stakeholders

We cover lots more in the conversation so jump right in. Here’s my interview with Jim Williams, VP of Marketing at Influitive.