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For B2B Marketing Professionals

Turn B2B Customer Goodwill Into Gold

Use Four Advocate Marketing Personalities To Set Your Customer Engagement Strategy And Deliver Positive Outcomes

October 3, 2018


Why Read This Report

Creating disjointed customer programs to tactically address demands for references, evidence, and feedback ends up confusing customers, burning them out, or creating less-than-ideal experiences. Read this report to learn how successful B2B marketers identify the key personality traits that their key customer influencers share and then design a more holistic program around those characteristics. This practice, and taking a long-term view of results, delivers program longevity and more tangible outcomes like qualified leads, brand awareness, and more loyal customers. 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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Table of Contents

  • Customer Advocacy Represents Rich, But Untapped, Potential
  • Let Customer Personalities Guide Your Customer Marketing Strategy
  • Five Steps Turn Goodwill Into Business Value
  • Recommendations

  • Match Advocate Types To Business Goals, Not The Reverse
  • Supplemental Material
  • Related Research Documents

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