Trends Report

Convert B2B Customer Passion Into Value Through Advocacy

Focus On People, Not Companies, To Increase Buyer Engagement

September 28th, 2018
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Matthew Camuso, null
Matthew Camuso
With contributors:
Caroline Robertson , Jacob Basseches , Rachel Birrell

Summary

Peer testimony and validation are powerful B2B marketing tools. The growth in social, mobile, and subscription-based business models now make customer influencers even more important. Read this report to learn how B2B marketing professionals are developing strategies and programs to engage current customers in shaping opinion and sentiment about offerings. Done right, creating customer advocates builds long-standing relationships that persist even when individuals move between career opportunities. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

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