MongoDB markets to developers—a group that traditionally seeks technical expertise from their peers before they buy something. MongoDB knew that if they wanted to create engaging, relevant content that could capture the minds of their prospects, they’d need the help of their biggest fans within the developer community to do it.
So, the team at MongoDB launched a formal advocate marketing program to turn developers—who typically hate marketing content–into vocal content creators for their brand.
Download their success story to learn how MongoDB used a scalable advocacy platform to mobilize their advocates and achieve:
- 140,000 clicks on content shared by advocates
- 500 social shares on average per quarter—which drove 50,000 website visits in 4 months
- 220+ online reviews on third-party sites
- 24+ developer-written blogs in just a few weeks
- And much more!
First 3 Pages
AN ADVOCATE MARKETING SUCCESS STORY
HOW MONGODB REACHES DEVELOPERS WITH ADVOCATE-CREATED CONTENT
How advocate marketing helped MongoDB create more
engaging content and reach a wider audience through
• MongoDB was creating powerful content, but the team wanted to expand how they
engaged advocates in the developer community.
• After launching The MongoDB Advocacy Hub with Influitive, MongoDB integrated
developer advocates seamlessly into their content creation and distribution strategy,
allowing them to boost engagement and increase the company’s content distribution to
customers and prospects.
• By integrating their content marketing strategy with an advocate marketing program, the
MongoDB team worked smarter—not harder—to generate:
HIGHLIGHTS: MONGODB’S ADVOCACY HUB
140,000 clicks on content shared by advocates
24 advocate-authored blog posts written in three weeks
50000 website visits in four months from advocate social shares
220+ online reviews on 3rd party sites
500 advocate social shares on average per quarter
MEET THE MONGODB ADVOCACY TEAM
Director of Demand
Generation & Community
Headquartered in New
York City and Palo Alto
A global company:
600+ employees across 18 countries
Users: MongoDB is the leading non-relational database, downloaded more than 20 million times
TURNING DEVELOPERS—WHO HATE MARKETING—INTO CONTENT MARKETERS
Software developers have challenging and demanding roles, and require tools and resources
that simplify their workflow and empower their teams. When exploring new technologies, they look to their peers for advice at conferences, in the blogosphere
and on online review sites.
When engaging developers, marketers at a company like MongoDB have to take special care to speak to their specific challenges and provide their audience with credible proof points that articulate customer benefits.
Meghan Gill, Director of Demand Generation & Community, and Francesca Krihely, Senior Manager, Content Marketing, were tasked with creating more content, reaching a wider audience and driving demand. They knew that if they wanted to create truly engaging content that captured the minds of their prospects, they’d need the help of their biggest fans
within the developer community.
“Our advocates can say things that make our brand more credible,” says Francesca. “By telling their stories, our advocates could help us build trust among other developers.”
MongoDB already had advocates who were doing great community work on their own, such as hosting meetups and writing the occasional blog post. However, bringing all of these stories together and tracking them proved challenging.
In the past, Francesca would reach out to customers on a one-by-one basis and ask them to write their story. She’d help them come up with a topic, offer editorial support, and encourage them to publish on a specific day. Between all of the back and forth, it could take Francesca a month and a half to get just a short testimonial.
“We didn't have a scalable way to figure out who we'd reached out to
recently, or who might be interested in writing a particular story,” says Meghan. “We needed a better way to manage our content development process and our relationships with