Gartner Research

Tech Go-to-Market: Advocacy Marketing and Customer Communities Can Drive Customer Retention and Growth

Published: 17 May 2016

ID: G00296047

Analyst(s): Hank Barnes

Summary

As many TSPs evolve toward subscription business models, account retention and growth are becoming even more critical. Advocacy marketing and customer community programs hold tremendous promise to play a key role in technology product marketing efforts in these areas.

Table Of Contents

Introduction

Analysis

  • Advocacy Marketing Is Too Focused on New Business Development
  • Customer Communities Need to Have Broader Goals Than Just Reducing Support Costs
  • Customer Programs Create Strong Brand Allegiance
    • Extending the Focus to Retention and Growth Is Not Complicated
  • Use Comparative Metrics to Prove Value
  • Summary

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