Leveraging Events For Customer Advocacy

January 1st, 2018

Lisa Nakano

Summary

For B2B organizations, the relationship between customer advocacy and events is often an exercise in missed opportunities. Multiple event types have long played an important role in supporting sales and marketing initiatives that target existing customers as well as new prospects. However, marketers are increasingly realizing how events also can drive customer advocacy, including sourcing, activating, and engaging advocates. In this report, we outline how organizations can tap into seven types of events to develop and activate customer advocacy programs.

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