Summary
B2B organizations need to understand the true sentiments of their customers so that they can convert their most satisfied customers into advocacy assets and interactions, such as references, case studies, referrals, testimonials, and speaking engagements. However, some organizations lack a dedicated function with the expertise required to identify and cultivate customers willing to endorse the organization’s offerings and participate in advocacy activities. In this report, we outline best practices for defining and staffing a customer advocacy function.
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