SparkToro saw a significant lift in product awareness, usage, and qualified traffic thanks to content created by a single fan who was neither affiliated with the company nor financially incentivized to promote them.

TLDR:
Background: SparkToro is a B2B SaaS company, whose team includes two high-profile marketing influencers.

Problem: Despite their large public presence and great top-of-funnel traffic, SparkToro have struggled to articulate the value of their product, educate users on how to use their software, or improve conversions to their paid plans.

Solution: SparkToro invested into encouraging their biggest fans, which led fans like me (Mariya Delano) to promote SparkToro and create fan content about their product.

Results: my content about SparkToro got 32,616 views and 590 engagements; brought 3x as many directly attributable conversions as SparkToro's webinars; and increased sessions on several product pages by 162-397%.

Apply It Yourself: you can encourage your biggest fans even further by promoting their content, featuring them on your own marketing channels, inviting them to an ambassador program, or hiring them for official collaborations.