• The #1 advocate marketing solution takes customer, employee and partner engagement to new heights. Our cloud based platform gives your team the power to activate your most loyal fans to support your business needs.

    • ▶ Build a brand community
    • ▶ Amplify word-of-mouth
    • ▶ Create content prospects love
    • ▶ Generate Referrals

    Learn More

Advocate marketing made easy

Textbox Section


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

B2B Advocate Marketing Software for
Customer & Employee Advocacy Programs

We help B2B organizations mobilize advocates - Customers, Employees, Partners
- to support marketing programs, generate referrals and win more business.

What is it?


What is Advocate Marketing?

Build an army of enthusiastic customers to recommend your product and engage with your business

Get the white paper

Software in Action


Advocate Marketing software in action

Our Advocate Marketing software helps you build and manage a customer advocate community to rapidly increase social proofs, recommendations, referrals and references.

Find out more

Request a Free Trial


Request a free trial of Customer Advocacy

Try out our advocate marketing software for free. Start mobilizing your best fans today!

Request a Trial

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.

Customers are your most valuable market 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.


BRIEFING: What is Advocate Marketing?

Not sure where to start? Get a high level view of 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 in this exclusive whitepaper.

Increase revenue

Scaling 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.

Brand community

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 Reference

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.

Brand Consistency

Customize the 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.

Tracking and Analytics

Track activity to drive continual improvement of your Advocacy Program and demonstrate ROI.
The #1 Advocate Marketing solution takes customer, employee and partner engagement to new heights. Our cloud based platform gives your team the power to activate your most loyal fans to support your business needs.

Our Advocate Champions


"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."


"With CustomerAdvocacy.com 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."


"In a social media crisis, we have an army of happy customers ready to defend what we do."
Advocate Marketing Blog


  • How to prevent customer reference burnout

    Here’s a scenario that many marketers will find painfully familiar: A salesperson reaches out to the marketing department to hook up a hot prospect with a suitable customer reference contact (usually with an “ASAP” timescale) in order to keep the sales process moving. You open the usual spreadsheet of reference customers and pick out aContinue Reading

  • How Advocate Marketing helps you cross the chasm

    In Geoffrey Moore’s book, Crossing the Chasm, he describes the strategic marketing jump that tech companies must make to gain traction in mainstream markets. New tech firms with a handful of customers that are innovators or early adopters on the Technology Adoption Lifecycle often find it difficult to break into the early majority and late majorityContinue Reading

  • Creating brand advocates: The root of advocacy

    Advocate Marketing is about finding and mobilizing your happy customers to spread positive word of mouth and support your marketing objectives. But where do these brand advocates come from? How can you get customers to talk about what you do? What will cause one customer to advocate your brand and your products (or services) whenContinue Reading

  • Why you should drop your worst customers

    “Deliberately dropping customers? Surely, that’s not a good idea. We want more customers, not fewer!” It sounds counter-intuitive, but some customers are more effort than they’re worth, and their negative word-of-mouth can damage your reputation and sales. Ultimately, if you can’t make them happy and keep them happy – you don’t want them as customers.Continue Reading

  • What is a customer really worth?

    More often than not, what we think of as the value of a customer is measured in dollars: what they have paid in cash. In the world of B2B, that might be the size of the initial deal (especially where there’s a large upfront cost like enterprise software deals). Some organizations with an eye onContinue Reading

  • Solving the B2B social problem with an Advocate Marketing program

    Social media might be a “free” channel for marketers but the truth is that getting real traction can require back-breaking effort. You throw content out there, but it rarely sticks. You try to engage with prospects but there are just too many queries and questions for an already overstretched marketing team to handle. You’d needContinue Reading

  • You Get What You Reward

    Dr. Bob Nelson’s principle of recognition “you get what you reward” means that in order to succeed you need to be clear about what you want and how you are going to reward it. In the world of advocate marketing, Dr. Nelson’s quote couldn’t be more true. But, if you’re charged with getting your company’sContinue Reading

  • Word of Mouth (WoM) Adds Trust to B2B Sales

    According to Forrester Research, Nielsen and other industry analyst and research firms, Word of Mouth (WoM) is the most effective sales tool for B2B marketing and sales – influencing 84% of B2B purchases. What is Word of Mouth (WoM)? Word of mouth communication is the passing of information from person to person face-to-face, by email,Continue Reading

  • Web and Social have Changed B2B Purchasing Forever

    Until around 20 years ago, the world was dominated by a long-established model of “industrial” media and advertising. The newspapers, television networks and radio broadcasters controlled the flow of information and corporations controlled every aspect of their brand image through PR and broadcast advertising (backed by big advertising budgets). Without a means to communicate enContinue Reading

  • Using Net Promoted Score in Advocate Marketing

    Using Net Promoter Score (NPS) in Advocate Marketing Net Promoter Score (NPS) is a simple management/survey tool used to quantify customer satisfaction/loyalty as an alternative to the tradition customer satisfaction surveys (like C-SAT), which suffer from a number of problems: They are complex to devise, distribute, correlate and analyse results Achieve low response rates SurveysContinue Reading


“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.”