Recruiting Cross-Functional Allies For A Customer Advocacy Program

B2B customer marketing leaders developing a customer advocacy strategy should keep in mind the importance of banding together, especially when navigating difficult waters. The advantages of customer advocacy extend far beyond customer marketing, customer success, and customer experience, so other disciplines that stand to benefit should also support the resourcing and execution of customer advocacy. In this report, we examine the motivations of several potential customer advocacy allies within the B2B organization through the lens of advocate marketing benefits; we also describe how to approach and activate allies.