Customer Advocacy

Your Pot of Gold at the End ofthe Rainbow

So much of the buyer journey takes place online asresearch. People are looking for evidence your brand is

worth buying from. Evidence like customer testimonials andcase studies. This kind of content grows customer advocacyand let's it take it's own shape. Your own customers can

turn into community of 'fans' who sell your product/servicesfor you.

Forrester published a report called: 'Tip the Balance fromReference Customers to to Advocates' in February 2015 toshow us how to turn your reference customers into 'fans'.This slideshare is based on the findings from this report.

The first step to creating customeradvocates is understanding their

lifecycle.

Research suggests that during the 'discover'phases, prospects are already researching for

information.

During the 'engage' phase prospects areasking peers about their experiences.

How to Adjust Your Marketing MixTowards Advocacy Programs

As suggested by Forrester's report, B2B companies shouldlook to adjust their marketing mix to focus on static casestudies and a more agile digital advocacy program that

engages buyers early on in the lifecycle.

Get more people talking about your brand and answeringquestions to new prospects instead of your sales team.

Leverage User CommunitiesTalk to your community manager about collecting

information from happy customers and asking them moreinformation about their experiences with you.

Create A Customer AdvocacyProgram

Chose people who are already 'fans' of your brand and askthem to be involved in your advocacy program. You canreward them for their services by offering early access to

products and services.

In return they will...

Answer questions prospects have about your brand...

Post content about your brand...

Stand up for you when others complain...

Help you sell more products or services...

You can't find that kind ofluck just anywhere...

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