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

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2019 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