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For B2B Marketing Professionals

Convert B2B Customer Passion Into Value Through Advocacy

Focus On People, Not Companies, To Increase Buyer Engagement

September 28, 2018


Why Read This Report

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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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • The Digital Age Elevates The Importance Of Customer Goodwill
  • Customer Marketing Turns Goodwill Into Valuable Engagement
  • Recommendations

  • Audience And Purpose Help Customer Engagement Marketing Flourish
  • Supplemental Material
  • Related Research Documents

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