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.
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.
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.
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.
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."
CustomerAdvocacy.com is a powerful, flexible 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.
"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."
“If you haven’t put structure and process around advocacy marketing, start now. One of the first discoveries that marketers encounter is that more than half their customers are willing to publicly advocate their favorite products online.”