Top 4 Examples of Customer Advocacy that Unlock B2B Growth

July 18, 2023
Contributor: Shubham Gupta

Supercharge your strategy and grow revenue with these striking customer advocacy examples.

Customers don't just buy products—they buy stories, experiences and trust. Before making a purchase, they consult four to 10 sources, looking for honest, real opinions, according to Gartner[1]. This is where customer advocacy programs shine, turning customers into strong brand advocates.

Are you a software or tech marketer battling the challenges of customer churn, low brand loyalty, and difficulty in differentiating your product in an overcrowded marketplace? Or perhaps a customer success manager grappling with the complexities of retaining tech-savvy, increasingly demanding clients? 

In an industry where customers' needs and expectations are ever-evolving, ensuring their satisfaction and earning their advocacy is a tough but rewarding task. By reviewing tried-and-tested strategies, examining success stories, and providing practical tips, this article helps you create a robust customer advocacy program, enhancing your brand's reputation.

What is customer advocacy?

Customer advocacy is when buyers actively promote and support your brand because they believe in your products or services. It involves engaging and empowering customers to become brand ambassadors, spreading positive word-of-mouth and influencing others. 

The importance of customer advocacy programs in modern business

Customer advocacy programs turn satisfied customers into enthusiastic promoters, amplifying your brand's voice. They're critical in the digital age, driving online reputation, enhancing trust and ultimately pushing sales higher. 

Some key benefits of customer advocacy programs include:

  • Improved brand awareness: Customer advocates spread the word about your products or services, providing free marketing and increasing your brand's visibility.
  • Increased trust and credibility: People trust recommendations from their peers. This means that testimonials from customer advocates can boost trust in your brand.
  • Higher customer retention: Advocacy programs involve ongoing engagement with customers, which can increase customer satisfaction, leading to lower churn rates.
  • Enhanced product development: Customer advocates provide valuable insights, helping improve your offerings aligned closely with customer needs and expectations.
  • Higher revenue: Advocacy programs can increase sales as satisfied customers are more likely to make repeat purchases and recommend your products or services to others. This leads to a more robust customer base and higher revenue.

How to identify customer willingness to advocate

Locating potential advocates among your customers is the first step towards building a successful advocacy program. To do this, you can use several methods:

  • Use review collection services: Start by setting up a system to gather and monitor customer reviews across various platforms. Look for positive feedback and high ratings—these are your happiest customers who could be open to advocating for your brand.
  • Evaluate customer health scores: Use a customer success platform to calculate and monitor customer health scores. This score, which is an indicator of your relationship strength with each customer, will help identify those who are satisfied and potentially willing to become advocates.
  • Clearly articulate the benefits: Advocacy should be beneficial for both parties involved. Communicate clearly the benefits customers will receive by becoming advocates, such as exclusive access to new features, preferential customer support, or the sense of belonging in a community of users. This motivation will encourage them to actively promote your brand.

When you identify your happy customers, you lay a solid foundation for an advocacy program that resonates with your target audience, drives brand loyalty, and spurs growth.


4 great customer advocacy examples from real companies to inspire your strategy

Exploring real-world examples fuels inspiration and enabling a deep understanding of how strategic concepts can be translated into impactful actions. Here are four outstanding examples from companies that have successfully leveraged customer advocacy.

1. Proactive review collection: Insights from TeamUp

A quick snapshot: Since its launch in 2012, TeamUp focused on organically collecting user reviews and testimonials. Recognizing the importance of recent, high-quality reviews in attracting new customers and closing deals quickly, TeamUp aimed to accelerate its review collection process while strengthening its user community.

Mechanism and impact: TeamUp worked with Gartner Digital Markets' complimentary Review Collection Service to stand out from the competition. They adopted a systematic approach by regularly surveying customers and capturing key touchpoints throughout the user experience. To further expedite the process, TeamUp incentivized reviews, offering gift cards to users who shared their experiences. This strategy allowed TeamUp to efficiently gather reviews, build stronger customer relationships, and improve their product based on user feedback.

Example: By incorporating this strategy, TeamUp managed to collect 100 new user reviews in 2 months, thereby boosting their product's credibility to prospective users.

Tips on customizing these learnings to fit your specific business needs:
  • Implement a structured approach to review collection, possibly with the help of a credible third-party service with a strong verification process.
  • Offer incentives to customers to motivate them to leave reviews about their experiences with your software.
  • Regularly survey customers and gather feedback at different stages of their journey with an always-on review collection strategy.
  • Keep reviews recent to have the strongest impression on potential buyers.  
  • Use the gathered feedback to refine your offerings and deliver an improved user experience.
  • Focus on not just collecting reviews but also strengthening relationships with users and building a robust user community.


Also read: How to Collect User Reviews and Boost Software Sales

2. Referral program: An example from Uber

A quick snapshot: Uber's referral program has been instrumental in their global expansion, leveraging word-of-mouth marketing by rewarding both the referrer and referred.

Mechanism and impact: Existing users (referrers) share a unique code with new users (referred). Once the new user takes their first ride, both get a reward. This win-win scenario generated trust, boosted Uber's growth and enhanced credibility.

Example: If John (existing user) shares his code with Lisa (new user), they both get a reward (e.g., a $10 discount) after Lisa takes her first ride.

Tips on customizing these learnings to fit your specific business needs:
  • Implement a referral program to existing users.
  • Ensure users are aware of your program via various channels.
  • Use different tiers in your referral program for better incentives.
  • Tailor rewards to your customer base's needs for maximum impact.


Also read: How to Turn Customers Into Advocates for Your Business

3. User-generated content (UGC) program: Learning from Apple

A quick snapshot: Apple's marketing strategy effectively leverages user-generated content (UGC), tapping into its vast user base's creativity to generate buzz and brand loyalty.

Mechanism and impact: Apple encourages its users to share their photos, videos and experiences with Apple products on social media using specific campaign hashtags. They then highlight some of these user-submitted content in their marketing campaigns.

Example: In Apple's "Shot on iPhone" campaign, users globally submit iPhone-taken photos. Selected ones are then featured by Apple in various media outlets, fostering engagement and making users feel appreciated. This provides Apple with a continuous flow of authentic, engaging content.

Tips on customizing these learnings to fit your specific business needs:


  • Use a unique hashtag to encourage your customers to share their experiences with your product/service on social media.
  • Curate and highlight the best of these user-submitted content on your official channels.
  • Regularly run contests or campaigns to incentivize user-generated content creation.
  • Feature stories of real people using your product/service to generate authenticity.


Also read: What Is Social Proof? How to Harness Its Power for Marketing Success

4. Responding to customer feedback: Lessons from Tesla

A quick snapshot: Tesla has been lauded for its proactive approach to customer feedback. Tesla not only listens to their customers but actively implements changes based on their suggestions, leading to a strong sense of customer ownership and loyalty.

Mechanism and impact: Customers can provide feedback via multiple channels, including social media. Tesla's CEO, Elon Musk, is known for personally responding to feedback on Twitter. If a suggestion can improve the product, Tesla incorporates it into future models or software updates, often surprisingly quickly. This direct interaction and responsiveness have helped the brand to build trust and foster a community of advocates.

Example: In one instance, a Tesla owner tweeted a suggestion to Musk about adding an option to the Tesla's software for the car to automatically reduce its speed when entering a school zone. Musk acknowledged the suggestion, and within a few weeks, Tesla rolled out a software update with the requested feature.

Tips on customizing these learnings to fit your specific business needs:


  • Encourage customers to leave feedback and make it easy for them to do so through multiple channels, including Capterra, Software Advice, and GetApp.
  • Show appreciation for feedback, and take the time to personally respond where appropriate, demonstrating that you value customer input.
  • Act on the feedback that will improve your product or service, and keep customers updated about the changes made based on their suggestions.
  • Leverage social media platforms to engage directly with customers, increasing transparency and building trust.
  • Consider developing a feedback-driven innovation model where customers feel a sense of ownership and pride, fostering advocacy.


Also read: 6 Review Response Templates for Effectively Responding to Customer Reviews

Imitate unique strategies to boost customer advocacy

The power of customer advocacy is undeniable. We can learn from the unique strategies of successful companies that carved a niche to create strong customer advocacy programs.

TeamUp collected 100 new user reviews within 2 months, Uber's referral program leveraged the trust among friends; Apple tapped into the creativity of their users for authentic marketing, and Tesla listened and rapidly responded to customer feedback.

Adapting these lessons to suit your business's needs and values is the way forward. Customer reviews can help you build a successful advocacy program. Start collecting reviews on Gartner Digital Markets today and find the customer advocates you need to fuel B2B growth.


Shubham Gupta

Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.



1. Foundations of a B2B Customer Advocacy Program That Drives Growth Across the Customer Journey, Gartner

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