The people
What they build
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Working at Influitive
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On the TechTO stage
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About
Organ's argument on the July 2016 TechTO stage was that the message comes from the messenger — that word of mouth had become the decisive channel, and a company could be built by systematically harnessing it. Influitive's product is the mechanism: an advocate hub where customers complete challenges, earn recognition, and supply the references, reviews, case studies and referrals that B2B buyers actually trust. The category it named, customer advocacy, became a recognized software segment with its own analyst coverage and competitors. Influitive acquired employee-advocacy platform PostBeyond, and changed ownership in December 2023. Organ moved from CEO to chairman; his first company, Eloqua, had effectively defined marketing automation before Oracle bought it for $871 million in 2012.
Backers
Venture-backed through the 2010s and reported to have changed ownership in December 2023; the acquirer is not confirmed here.
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Quick answers
What is advocate marketing?
Treating existing customers as a channel rather than an outcome — organizing the ones who already like you so their references, reviews and referrals reach the next buyer. Influitive named and productized the category.
Who founded Influitive?
Mark Organ, in 2010. He had previously been the founding CEO of Eloqua, the marketing-automation company Oracle acquired for $871 million.
Is Mark Organ still CEO?
No. He is chairman of Influitive and now runs Categorynauts, a community and coaching practice for founders building categories.