Trends Report

Turn B2B Customer Goodwill Into Gold

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

October 3rd, 2018
Matthew Camuso, null
Matthew Camuso
With contributors:
Caroline Robertson , TJ Keitt , Jacob Basseches , Rachel Birrell


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.