Trends Report

Convert B2B Customer Passion Into Value Through Postsale Advocacy Programs

Focus On The People, Not Companies, To Increase Engagement

July 3rd, 2023
With contributors:
Dave Frankland , Amy Bills , Pippin Evarts , Arianne Burnette


Customer advocates provide powerful marketing and selling tools through peer testimony and validation. Done right, customer advocacy programs build long-standing relationships that persist over time and across different career moves. In this report, we demonstrate how to develop strategies and program elements that engage customers in shaping awareness, opinion, and trust about offerings.

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.