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.
- 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
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.