Case Study: Marketo achieves 20% growth in new advocates and $10M influenced pipeline with Influitive

Advocate marketing program of the year

Marketo (now part of Adobe) expanded its Advocacy Nation suite — including Purple Select, user groups, brand ambassadors and a digital influencer program — to cover the Adobe Digital Experience portfolio. In 2019 the team aimed to accelerate Advocate Nation registration with a goal of 20% growth in net new advocates and revisited their nurture program to improve engagement and readiness.

They tied advocacy programs more closely to their MarTech stack for richer persona insights, aligned with marketing operations to score advocate readiness, and launched Marketo User Group Roadshows (200–400 attendees each). Results met or exceeded targets: 20% growth (500 new advocates), 133% more revenue influenced via the reference program, $10M pipeline influenced by roadshows, 14% more Purple Select advocates, and a 13% increase in challenge completions versus 2018.

Marketo

Will Harmon

Customer Marketing Manager