Gartner Research

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

Published: 21 June 2013

ID: G00252863

Analyst(s): Hank Barnes


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



  • 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

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