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Description
Customer stories and word-of-mouth are among the most powerful tools available to B2B marketers. From recognizable company logos to in-depth case studies, customers provide crucial evidence that you do what you say and deliver on your brand promises. In this digital age, where service-oriented business models favor buyers, it is essential to market through your advocates, and not simply generate one-off testimonials, because social opens up a new world of advocacy opportunities, a subscription-centered economy makes retention essential, and advocate programs can only achieve scale through process and technology implementation.
To put your reserves of customer goodwill to work, you need to shift your marketing effort from currying favor to nurturing advocates — and alter your strategy from an exclusive focus on companies to include the individuals behind the customer success stories. In this Webinar, Forrester Vice President and Principal Analyst Laura Ramos shows how marketers can use people who have a personal story or expert perspective to share about your firm to generate compelling, interesting, and believable content to fuel your marketing programs and demand generation activity.
Agenda:
- Why the digital age increases importance of customer goodwill.
- How advocate marketing turns goodwill into business value.
- Four steps you can use to put advocate marketing to work.
Key takeaways:
- The digital world creates new opportunities to energize advocates so they can spread your message as they praise your products and capabilities.
- Designing programs around serving the interests and aspirations of specific advocate types is the best way to make advocate marketing pay off.
Vendors mentioned: Bomgar, Ceridian, Citrix, CustomerAdvocacy.com, FireEye, Geehan Group, Ignite Advisory Group, Jive, Lithium Technologies, Mitel, Point of Reference, RO Innovation, and SoHalo
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