Xactly is a provider of on-demand sales compensation and sales performance management. They are a prime example of advocacy marketing effectiveness. Their advocate marketing program is called FOX - Friends of Xactly. The strategic goals of the program were to drive viral word of mouth via advocate product reviews in communities and third party websites, and ultimately drive new product sales via advocate referrals.

In order to achieve these strategic objectives, they set four operational goals:

1. Generate reviews for award nominations
2. Drive LinkedIn engagement
3. Gather employee referrals
4. Increase social conversations

The FOX program onboarded hundreds of advocates and then sent a series of "asks" to them. They chose recognition programs that resonated with their advocates including:

• Guest blogging opportunities
• Media interviews
• Invitations to industry events
• Gift cards and baskets
• Social media recognition

In just one year, the FOX advocate marketing program delivered incredible results:

• 80% of customer activity on Salesforce AppExchange was driven by the advocate marketing program, which resulted in Xactly receiving the 2012 Customer Choice Award.
• 262 recommendations, follows and shares on Xactly's LinkedIn page resulted in Xactly winning one of LinkedIn's 12 best company sites of 2012.

• 89 Twitter followers and 96 Facebook likes from their advocate social interaction program.
• 500th customer signed via the referral program.