Clearing the word-of-mouth marketing haze: Category Influencers, Customer Advocates, Employee Advocates

The word-of-mouth marketing industry is taking off but the landscape is messy. Marketers, technology platforms, and industry experts interchangeably use words like advocate, ambassador, referral, influencer, subject matter expert, blogger, celebrity – all play a part in today’s offline and online word-of-mouth but they have varying, overlapping, and conflicting definitions.

Whether you’re exploring your options for 2017 or a seasoned pro, it’s time to clear the word-of-mouth marketing haze. Join Lyle Stevens, Co-Founder and CEO of Mavrck, and guest speaker, Jessica Liu, Senior Analyst – Social Marketing at Forrester, as they share the latest research and best practices for long-term success.

In this webinar, you’ll learn how to navigate word-of-mouth marketing in 2017 by answering the following key questions:

  • How does Forrester define word-of-mouth marketing?
  • How should marketers determine if word-of-mouth marketing is right for them?
  • What should marketers watch out for before starting a word-of-mouth marketing program?

Webinar Details:

When: Thursday, November 17th from 1 PM – 2PM EST

Format: Jessie and Lyle will present new research and best practices for 20 minutes each, followed by a 10 – 15 minute Q&A

Register Now!

About the Speakers:


Jessica Liu, Senior Analyst – Social Marketing

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Lyle Stevens, Co-Founder & CEO, Mavrck

A self-described data nerd and hacker, Lyle is the co-founder and CEO of Mavrck, the leading influencer activation engine trusted by premier brands to discover and activate their existing influential customers to drive conversions on social. Under his leadership, Mavrck has secured dozens of Fortune 500 clients, including P&G, Converse, and Hulu. The company also won Massachusetts’ “Innovative Technology of the Year in Sales & Marketing” award by MassTLC, “Best Use of Data to Drive Marketing in an Innovative Way” award with Tom’s of Maine by MITX, and created a stellar culture of ‘curious hustlers,’ earning Entrepreneur’s ‘25 Best Small Company Cultures’ of 2015.

Prior to founding Mavrck, Lyle held several management roles at Raytheon, including identity services lead and information technology project manager. At Raytheon, he designed a secure project collaboration system using the company’s internal social network and analytics engine to identify connected engineers.

Lyle graduated from Northeastern University with a Bachelor of Science degree in Business Administration (BSBA), with a focus on management information systems, entrepreneurship and computer science.

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