Tech Go-to-Market: Advocacy Marketing Delivers Value for Tech Providers

Archived Published: 19 January 2017 ID: G00322690


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Empowering customers who love your products to help you with your marketing efforts is a strong growth driver. This research explores nine ways that technology product marketing leaders are using advocacy marketing to deliver impact results for their organizations.

Table of Contents

  • Introduction
    • Nine Ways Advocacy Marketing Is Working
  • Analysis
    • Setting the Context: Advocacy Versus References
      • Generate Referrals and References
      • Facilitate Peer-to-Peer Conversations
      • Answer Prospect Questions (in Real Time)
      • Convince Prospective Employees to Join Your Company
      • Increase Engagement and Loyalty
      • Increase Generation of User Reviews
      • Facilitate Customer-Related Content Creation
      • Generate Social Buzz
      • Contribute to Product Improvement
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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