Gartner Research

Tech Go-to-Market: Best Practices for Advocacy Marketing in Technology Companies

Published: 10 October 2017

ID: G00340714

Analyst(s): Hank Barnes , Michael Maziarka


Today's customers trust their peers more than providers. Technology product marketing leaders need to identify, empower and coach advocates in their customer community to encourage activities that deliver customer validation and peer insights.

Table Of Contents
  • Key Challenges



  • Assign Responsibility
  • Identifying Advocates
    • No. 1 — Start by Tapping Into Existing Touchpoints
    • No. 2 — Encourage Self-Nomination
  • Encourage Advocacy
  • Reward Advocacy With Recognition and Privileged Access
  • Use Tools to Guide and Measure Advocate Contributions to Marketing and Sales
  • Summary

Gartner Recommended Reading

©2021 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.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.