Strategies For Recruiting Customer Advocates

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.