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


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



  • 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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