The right platform will help you:

    • + Drive word-of-mouth recommendations
    • + Extend your marketing reach
    • + Establish a winning reference management program
    • + Deliver customer-oriented product innovation.



    Our cloud platform gives you the power to
    activate your loyal fans to support your business.



    CustomerAdvocacy.com named a High Performer
    in G2 Crowd's Brand Advocacy Software Grid,
    Spring 2016


Advocate marketing made easy

...with our purpose built B2B advocate marketing software


Identify and invite customers into your advocate marketing program. Create an active customer community that supports your marketing objectives.


Create challenges to drive advocate activity when and where you need it. Reward advocate behavior to drive deeper engagement and customer loyalty.


Gamify your advocate marketing program to build momentum and long-term engagement.


Track results and analyze behavior to identify winning strategies, top advocates and ROI. Drive continual improvement and a progressive increase in bottom-line results.

What is advocate marketing?

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Getting started

Advocate Marketing is about mobilizing your happy customers to support your B2B marketing objectives: more recommendations, referrals and references, more authentic customer content, extended social reach, customer-driven innovation and more.

Not sure where to start? Get a high level view of brand advocacy and what an advocate marketing program can do for you in this exclusive whitepaper. Learn how your star customers can help drive marketing, sales and product development.


How advocate marketing works

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Marketing is about creating customers.
Advocate Marketing is about creating customers that create more customers.
By building an active community of highly satisfied customers you can support every aspect of your marketing strategy with an authentic voice that prospects really trust: word of mouth.
Advocate marketing helps you amplify word of mouth recommendations to drive more business.

Why advocate marketing?

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Customers are your most valuable marketing asset

Most marketers are focused on stuffing the sales funnel – generating leads for the sales team. When sales close a deal the marketing department disengage. A deal is a win. End of story. There are account managers and support people to take care of customers, right? But what many marketing people miss is that customers are the most powerful asset you’ve got.

Drive product development

But that's not all. You can engage enthusiastic customers to help you design the next generation of products (or services) that they want to buy. It's the most powerful (and cheapest) form of market research there is. And when you give them what they want, they'll shout louder than ever about how happy they are.

Word of mouth wins

For 84% of B2B buyers, word of mouth (WoM) is the #1 influence on purchasing decisions. People ignore advertising, distrust sales people, and are sceptical about your marketing claims. What they want is authentic, eye-level content that tells the real story. Only your customers can do this for you. Encouraging enthusiastic customers to make more recommendations and generate customer content has a serious impact on sales and revenue. And compared to traditional advertising tactics, word of mouth is a low cost channel.

Create a brand community

And there's more. By building a brand community you create dialog between customers themselves; somewhere they can discuss your products and services - and how to get the most out of them. Imagine the value that would give to your customers. Imagine the insight you could gain from a brand community. Understanding the needs of customers is one of the biggest challenges in marketing today. Building a brand community gives you a vital resource you can tap for intelligence and assistance.


"We uncovered an absolute goldmine of happy and enthusiastic customers."

What advocate marketing software can do for you...

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Increase Revenue

Scale up word-of-mouth recommendations online and offline to drive more new business referrals.

Close sales faster

Match ready-to-buy prospects with satisfied customers to prove value and close more sales, more quickly.

Create powerful content

Create more customer-driven content that tells authentic stories about customer problems and real-world solutions.

Advocate marketing solutions

CustomerAdvocacy.com is a powerful, flexible cloud advocate marketing platform for B2B marketers - combining community management with gamification, social media integration and process management. Our cloud technology helps you get the most out of your advocate communities - in one flexible platform.

Customer Advocacy

Scale-up word-of-mouth recommendations

Employee advocacy

Activate your employees as a social media army

Reference Management

Get the "social proof" your salespeople need to close sales


Build the products your customers really want

"We started our brand advocacy program with employees and extended it to our customer community. The dynamics are a little different but the platform is very flexible."

Advocate marketing platform

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Build a community of enthusiastic customers and create buzz around what you do. You can quickly scale a program of 100's or 1000's of advocates.

Social sharing

Make advocacy easy for customers with one-click sharing of content directly to their social accounts. Rapidly generate social proofs.


Make the advocacy program fun and engaging using our built-in gamification platform engine. It's easy to setup and generates great results.

Sales references

Quickly match reference requests from sales with customers in your community to close more deals faster. Use our workflow and microsites to improve reference quality.


Customize your advocate portal and advocate communications to reflect your own branding and tone of voice


Manage any type of community (customers, employees, partners) with complete freedom to create challenges and rewards.


Connect your Advocate Marketing Program with CRM and other marketing tech to share data across one easy-to-use API.


Track activity to drive continual improvement of your Advocacy Program and demonstrate ROI.

Ready to see it, right now?


Word of mouth

"We've activated our customers to represent us on social media, priming new customers with the value we deliver."


"Finally, we're able to build deeper relationships with our customers that are mutually beneficial."


"Now we can easily match customer references with sales prospects to remove doubts and close sales."


"For a long time, customers were a resource we were simply weren't using. Now they're involved in almost every aspect of our business."

Our customers

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Advocate marketing blog

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  • Bring customers into your R&D to drive satisfaction and advocacy

    Delivering a remarkable product is the root of customer satisfaction and advocacy Customers are happy when they get what they need; when you meet their expectations. When they’re happy, they recommend your brand to their peers. When you exceed their expectations, brand advocacy goes into overdrive. The challenge is this: in highly competitive, fast-moving markets,Continue Reading

  • How advocate marketing can explode your event marketing ROI

    Engage your happy customers to squeeze more value from your trade show investments The challenge In the post-crisis economy, day-to-day work pressures and continuing travel bans mean that attendance rates at many industry trade shows remain low. Couple this with rising event costs and tight event marketing budgets and what you have is a perfectContinue Reading

  • Why your customers are your best salespeople

    3 reasons why happy customers are better at selling than your sales team Prospective buyers hate pushy sales people, particularly when they interrupt them at the wrong time. It’s always the wrong time. They hate sales people even more when they just talk about their products and don’t take the time to understand their business and listenContinue Reading

  • B2C vs B2B Brand Advocacy: 6 Differences

    There are fundamental differences between marketing to consumers and marketing to business buyers: B2B buyers are logical and systematic. Consumers make purchase decisions on a more emotional level. Because these differences impact the way people buy, they also impact the way people advocate the brands they use. With different audiences, motivations, considerations and responsibilities to consider, many ofContinue Reading

  • Choosing the right advocate marketing software: Step 7 – Get Customer Opinions

    Continuing our Choosing the right advocate marketing software blog series, this week we discuss how you can get real customer opinions to validate (or refute) what vendors tell you about their advocacy platforms. Be skeptical about what vendors say. There’s a profit motive behind what they do, so can you really trust everything you’ve seen on a vendor’sContinue Reading

  • Guest blog: Axios Systems selects CustomerAdvocacy.com as alternative to Influitive

    Today we have a guest post from Jessica Baculik at Axios Systems. The guys at CustomerAdvocacy.com asked me to tell the story of our advocacy platform selection, so here goes… We knew we needed to bring more customers into our marketing activities to support our objectives – to scale up marketing reach, drive referrals, launch moreContinue Reading

  • Choosing the right advocate marketing software: Step 6 – Head-to-head evaluation

    Continuing our Choosing the right advocate marketing software blog series, this week we discuss head-to-head evaluations – the final vendor-vs-vendor stage. Whether your short-list was three, four or five vendors, you’ll probably end up with a head-to-head battle between the two most obvious contenders (those that have the best fit with your documented requirements) before you can makeContinue Reading

  • Choosing the right advocate marketing software: Step 5 – Deep Dive Evaluation

    Continuing our Choosing the right advocate marketing software blog series, this week we discuss deep-dive evaluations of brand advocacy solutions. Take a test drive Cloud technology companies invariably offer instant-access trials. Again, using your requirements matrix as a guide, systematically check each one of your functional requirements (what you need the software to do) against each demo environment,Continue Reading

  • Choosing the right brand advocacy software: Step 4 – Narrow the field

    Continuing our Choosing the right advocate marketing software blog series, this week we discuss how you can whittle down your long-list of vendors. If you’ve not already been following this series, you might like to go back to the first blog: Choosing the right advocate marketing platform- Step 1: Form the right team. Before you take aContinue Reading

  • Choosing the right brand advocacy software: Step 3 – Draw up a long list

    Continuing our How to choose the right brand advocacy software blog series, this week we discuss how you can begin your vendor selection process. Due diligence is the key to choosing the right advocate marketing software. Now that you know precisely what you need, it’s the time to start doing your research – finding out more about who’s in theContinue Reading