Gartner Research

Build, Deploy and Manage a B2B Customer Advocacy Program That Works

Published: 30 May 2019

ID: G00387820

Analyst(s): Marc Brown


Few marketers debate the value of customers who advocate. Yet most marketing leaders focused on B2B still rely on outdated customer reference programs. To run a successful customer advocacy program, actively engage the right advocates and use advocacy-infused content to attract more customers.

Table Of Contents


  • What Is a Customer Advocacy Program?
    • Customer Advocacy Program Definitions
  • Maximizing Return on Advocacy Marketing Initiatives
    • Set Goals and Recruit Advocates
    • Operationalize the Program
    • Monitor the Customer Advocacy Program ‘Temperature’ Continually

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