Data Overview Report

Strategies For Recruiting Customer Advocates

How Successful B2B Marketers Nominate, Motivate, And Prioritize

January 4th, 2022
With contributors:
Lisa Nakano , Laura Ramos , Jessica Smith , Caroline Robertson , Miriam ElKorchi , Peggy Dostie

Identifying customer advocates willing and able to tell their success stories is a critical first step for customer advocacy, and one of the most difficult. In this report, based on data from Forrester’s 2021 Customer Advocacy In B2B Survey, we examine the practices that B2B organizations use to ease the recruiting of customers for references, case studies, and other forms of customer advocacy. Successful practices include making advocate nominations easier and more inclusive, staffing the function appropriately, and considering access to information and leaders as an important motivator.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.