Customer Advocacy’s Role In Account-Based Marketing

B2B organizations are increasingly using account-based marketing (ABM) as a go-to-market strategy to support their most important accounts. When planning activities to support ABM accounts, organizations often overlook customer advocacy. The success of customer advocacy content and interactions relies on planning and tactic mapping that amplifies advocacy impact against account goals.

Whether or not they realize it, marketers leveraging account-based marketing (ABM) have their own cache of secret weapons fueled by the positive sentiment of existing customers. However, these assets often are not deployed, or are deployed at the wrong time, to support the needs of high-value ABM accounts. Few organizations refute the value of customer advocacy in supporting customers’ needs and new opportunities, but many fail to get full mileage from these often-hard-won assets. In this report, we outline how account-based marketers can improve their deployment of valuable customer advocacy assets and interactions to support the needs of existing and new ABM accounts.