Gartner Research

Tech Go-to-Market: Drive Customer Retention and Growth by Using Advocacy Marketing and Customer Communities

Published: 30 January 2018

ID: G00345643

Analyst(s): Hank Barnes , Michael Maziarka


With the continued evolution toward subscription business models, account retention and growth are becoming even more critical. Technology product marketing leaders should invest in customer community and advocacy programs to help clients learn from each other, leading to increased lifetime value.

Table Of Contents



  • Apply Advocacy Marketing to Engage Existing Customers
  • Broaden Online Customer Community Goals to Encourage Increased Participation
  • Create Strong Brand Allegiance and Advocacy Through Customer Programs
    • Extending the Focus to Retention and Growth Doesn't Need to Be Complicated
  • Use Comparative Metrics to Prove Value
  • Summary

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