Gartner Research

Tech Go-to-Market: Best Practices for Advocacy Marketing in Technology Companies

Published: 21 June 2013

ID: G00252863

Analyst(s): Hank Barnes

Summary

Today's customers trust their peers more than providers. Technology marketers need to identify, empower, and coach advocates in their customer community to encourage social interactions that support the brand promise and marketing programs.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Start With Service
  • Encourage Self-Nomination
  • Empower Community Managers
  • Reward With Recognition and Privileged Access
  • Use Tools to Guide and Measure Advocate Contributions to Marketing and Sales

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.