Gartner Research

Tech Go-to-Market: Advocacy Marketing Delivers Value for Tech Providers

Published: 19 January 2017

ID: G00322690

Analyst(s): Hank Barnes


Empowering customers who love your products to help you with your marketing efforts is a strong growth driver. This research explores nine ways that technology product marketing leaders are using advocacy marketing to deliver impact results for their organizations.

Table Of Contents


  • Nine Ways Advocacy Marketing Is Working


  • Setting the Context: Advocacy Versus References
    • Generate Referrals and References
    • Facilitate Peer-to-Peer Conversations
    • Answer Prospect Questions (in Real Time)
    • Convince Prospective Employees to Join Your Company
    • Increase Engagement and Loyalty
    • Increase Generation of User Reviews
    • Facilitate Customer-Related Content Creation
    • Generate Social Buzz
    • Contribute to Product Improvement

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