Trend Report

B2B Customers Are Willing Advocates In The Right Conditions

Forrester Data Shows Demographic Patterns To Guide Advocate Engagement

 and  five contributors
Oct 09, 2025

Summary

Customer advocates are crucial contributors to reputation, growth, and retention. But advocates are in short supply for many companies. B2B customers are amenable to becoming advocates, but B2B companies must understand advocates’ preferences and align activities to their needs to engage them. Data from Forrester’s Buyers’ Journey Survey, 2025 illuminates demographic and firmographic differences to help B2B companies shape their advocate engagement approach.

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