Name: The Messenger is the Message
Author: Mark Organ

About the Book

Consider your last big purchase: What influenced your decision? A paid advertisement? A polished press release? A celebrity Twitter endorsement? A marketing email? A product webpage? Probably not. More than likely, you listened to someone you know and trust. An authentic voice with relevant experience is the most convincing proponent when we're considering a new product or company. That is the power of an advocate. In an age of complete transparency, buyers are no longer swayed by traditional sales and marketing tactics. Instead, they want to be guided by the advice of trusted peers. Advocate Marketing powers the progress of some of today's most exciting and successful organizations. Based on their pioneering experience with companies ranging from small startups to global multinationals, Mark Organ and Deena Zenyk's insights will show you how to discover, nurture and mobilize your most enthusiastic advocates to benefit your company and your career. The Messenger is The Message is your complete blueprint for building a powerful, always-on community of authentic advocates, the most effective system for efficient growth in today's social web era.

Praise

“The best marketing is also customer-driven word of mouth. The Messenger is The Message is the best guide I know of to this incredibly important business strategy.”

— Cameron Herold, founder of COO Alliance and author of Meetings Suck

“With The Messenger is The Message, Mark explores the network dynamics underlying every successful sale and brand today. He skillfully combines discussion of technology with best practices from real-life case studies, examining businesses at the leading edge of transformation. Mark demonstrates how leaders have been able to build powerful networked communities, and codifies key lessons into helpful best practices. The Messenger is The Message is full of actionable insight drawn from decades of experience, and it's an invaluable guide to customer advocate marketing.”

— Ted Malley, Chief Customer Officer, Ceridian

“Mark Organ is one of the smartest marketers I know. When he talks, I listen, and I'd recommend you do the same.”

— Nick Mehta, CEO of Gainsight

About Mark Organ

Mark Organ

Mark Organ is the founder and CEO of Influitive, a provider of solutions to help companies discover, nurture, and mobilize their advocates. Mark has been an innovator in marketing processes and technology for more than seventeen years as the founding CEO of marketing automation pioneer Eloqua, and he is a go-to-market consultant for software-as-service companies in North America and Asia. With a background in neurosciences and a passion for applied psychology, Mark is a dynamic writer with a unique vision for a more human approach to marketing.