Planning Customer Advocacy Content For The Buyer’s Journey

January 1st, 2018

Amy Bills VP, Principal Analyst

Lisa Gately Principal Analyst

With contributor:

Lisa Nakano

Summary

The initial purpose of customer advocacy initiatives is often to support the buyer’s journey through references, case studies, or amplification such as social sharing. Lack of strategy and alignment can lead to inefficiency in the creation, dissemination, and measurement of customer advocacy content and a poor experience for participating customers. B2B organizations should apply content planning best practices to customer advocacy programs to optimize their impact on growth and maintain a compelling advocate experience. In this report, we outline key considerations for planning assets sourced from and created with customer advocates for each phase of the buyer’s journey.

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