Gartner Research

Ignition Guide to Developing Content for Enabling Customer Advocacy (B2B)

Published: 13 July 2017

ID: G00340789

Analyst(s): Marketing Research Team


Gartner research shows that 80% of customer advocates want suppliers to provide guidance on how to get their stakeholders onboard for a purchase. This guide will help B2B marketing leaders understand the decision-making dynamics in customer buying groups and craft effective advocate enablement content.

Table Of Contents



Before You Start

Common Pitfalls and Keys to Success

Step 1 of 3: Build an Understanding of the Buying Group


Step 2 of 3: Prioritize Key Content Pieces to Include in the Toolkit


Step 3 of 3: Develop and Roll Out the Advocate Enablement Toolkit


Review Your Performance

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