Best Practice Report

Planning And Prioritizing Customer Advocacy Content

September 21st, 2023
With contributors:
Dave Frankland , Lisa Nakano , Alesia Garrett , Ellen Lind


To reach the desired effect of customer advocacy initiatives, B2B marketers must thoughtfully plan before engaging with customer advocates in an appropriate sequence of high-quality, purposeful sessions to create various forms of advocacy content such as case studies, testimonials, and reviews. An intentional approach ensures customer evidence, advocates’ time, and the organization’s resources are being used in the best way to produce intended outcomes. In this report, we outline a framework for planning how, when, where, and why organizations can activate customer advocates to support the buyer’s journey and the postsale customer lifecycle with effective content.

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