Summary
B2B companies use customer advocacy and references to provide peer insights to buyers and customers making purchase and renewal decisions and learning how other customers use the offering. To accelerate their performance in customer advocacy and references, organizations are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 10 technology categories that support customer advocacy and references. Customer marketers, demand marketers, portfolio marketers, and brand marketers should read this report to shape their company’s investment approach to these technologies.
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