Customer Advocacy as a Brand Differentiator

As someone passionate about customer advocacy, I am convinced that a customer advocacy program is one of the most effective ways to start building meaningful relationships with your customers and empower authentic word of mouth.  Amplifying your Happy Customer’s voice through a mix of media

How Customer Advocacy Aligns Sales and Marketing

The Sales Department needs a reference to speak with a prospect.  Demand Generation needs a customer success story for a specific campaign.  Product Marketing needs a customer to speak with an analyst for a product review.   These are just a few examples of the

Measuring Your Customer Advocacy Program

The moment of truth has arrived.  You are ready to evaluate the ROI of your customer advocacy program.  What metrics have you identified as your barometer for success? If you use any one of the many reference management software tools available, you may benefit

Technology for Your Customer Advocacy Program and Why You Need It

Your customer advocacy program can benefit from technology to provide you a single view of communication with a customer and equally important, provide you a single view of communication between your sales and marketing teams internally. Many of today’s reference management software solutions can

Advocate Marketing Drives Brand Awareness

Advocate Marketing is a powerful strategy available to B2B marketers. It is a form of marketing that emphasizes engaging existing customers in your business and theirs.  These customers talk about, tweet about, and may even blog about your company and its products and services.

The Customer Reference and the Customer Advocate

The customer reference and the customer advocate walk into a cafe. They begin speaking while ordering a coffee and find a commonality – they both use your product(s). They continue their conversation, talking about the benefits and perhaps drawbacks of the solution, but most

Branding and Customer Advocacy in Harmony

How often have you heard someone in your marketing or sales organization say, ‘the competition has lots of impressive logos on their company site, why don’t we?’  My answer to that question is you can! The most effective way to have more impressive logos

The Art of Organizing Happy Customers and Attracting More

In 2016, only 10% of B2B IT vendors had established customer advocacy programs, despite it being named one of the top 5 most essential competencies for marketing success, according to IDC.  IDC’s 2017 Loyalty Marketing & Advocacy Marketing Barometer study found that 67% of

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