You've probably heard that InfluenceHR isn't your typical HR or marketing conference. Instead, this is a symposium like no other — where HCM marketers just like you share behind the scenes of how they reach and engage the HR buyer.

Don't want to take our word for it? Check out some of the highlights from the agenda:

• Keynote: The Challenger Sale: Motivate Buyers and Win Group Purchases — Brent Adamson
• Keynote: Beyond the Campaign: How Innovative Marketers Harness Data to Drive Customer Engagement — Forrester Analyst Lori Wizdo
• Sales Panel: The New HR Tech Sales Playbook — George LaRoque, Marc Maloy, Dave Clark, and Mike Hard
• Marketing with Agile — Kristin Runyan
• The Perfect Mashup: Successfully Blending Your Personal and Professional Brands — Rayanne Thorn
• Relaunched: How a Successful Rebrand Transformed a Company's Business and Culture — Gene Pease and Mia Heckendorf

It's been a big week here at The Starr Conspiracy. Aside from launching The Starr Conspiracy Tech Unit website and a partnership with Influitive (see below), we had myriad new initiatives internally that are changing the way we work. 

It’s no secret that the way your buyers find and purchase from your business has changed in a fundamental way. Today, the technology buyer wants to learn about your software from a source they trust. You can see this in the rise of crowd-sourced review sites, social media, and the consistent effectiveness of word of mouth.

If you’re still looking for proof that customer success is worth your time, here are five reasons you should launch your customer advocacy program this year:

1. Your customers and fans are resting advocates. You work hard for your customers. Their experience is essential to the success of your business. Why not give the promoters of your business an outlet to spread the word about your business(and — bonus point — earn rewards) along the way? Wake them up with a strategic advocate marketing program.
2. Word of mouth is still going strong. According to McKinsey, word of mouth is the primary factor behind between 20% and 50% of all purchasing decisions. Your buyers are reaching out to their network and asking what the best technology solutions to their work problems are — are you on the list for consideration? And who is going to give them their first experience with your brand?
3. Referral leads drive conversions. You know customer referral leads are more valuable than any other lead. In fact, in their “Advocate Marketing Playbook,” Influitive says, “leads generated by B2B advocates are four to 10 times more valuable than regular leads.”
4. Increase customer retention. By talking or interacting with your customers every day, you’ll increase customer retention by remaining top of mind, creating community around your brand, and making customers feel truly heard.
5. It’s not as impossible as you think. Depending on how many customers and how many employees you have, implementing and managing an advocacy hub may seem an impossible task. Managing a customer advocacy program is not as difficult as you think, with the right tools and strategy.