How To Buy Customer Advocacy Technology In A Shifting Market

To grow their customer advocacy programs from a small group of successful customers into an army of storytellers, B2B companies need technology to scale advocate interactions, manage a variety of customers and activities, offer a compelling experience for advocates, and produce credible, actionable reporting. There is no one-size-fits-all technology category, but rather a market disrupted by shifts in the vendor landscape, evolution of advocacy program approaches, and the advancement of AI-driven capabilities. In this report, we lay out four technology categories relevant to customer advocacy and guide practitioners and decision-makers on how and where to commit.