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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

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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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