Trends Report

Turn B2B Customer Goodwill Into Gold

Use Four Advocate Personalities To Deliver Positive Outcomes

May 22nd, 2023
With contributors:


Disjointed customer programs that tactically address demand for references, evidence, and feedback confuse customers, burn them out, and create less-than-ideal experiences. This report helps B2B customer marketers identify the personality traits that loyal customers exhibit and then design a more holistic program around those characteristics. 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 and more current research.

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