• 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

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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

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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 for a Free Trial


Request a free trial of Customer Advocacy

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

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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.

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.


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


  • 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

  • The Importance of B2B brand Advocacy

      Brand advocates are highly satisfied customers who proactively recommend brands, products and services to friends, colleagues, peers and strangers. Research shows that in the B2B world, most people trust word of mouth (WoM) more than all the other sources of information about companies, products and services (such as salespeople, marketing collateral, industry analysts andContinue 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

  • 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

  • Support Social Media Marketing with Brand Advocates

    Before social media took off, brand advocates could only share their opinions about products or companies through offline word of mouth. The reach that each customer had was limited to the people physically around them, and those they communicated with on the phone. Brand advocacy was mostly one-to-one affair, so any individual consumer’s power toContinue 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

  • Which rewards are the best motivators?

    A common question we are asked is what rewards should you hold in your “reward store”? Rewards are fundamental to gamification and gamified customer engagement. Having the right rewards is central to making sure the players (in this case, customers/brand advocates) feel that their actions are valued. However it is also important to bear inContinue Reading

  • Advocate Marketing ROI

    Messaging & Differentiators With an effective brand advocacy program, you can motivate your customers to talk publicly about what’s different about your organization. They will willingly validate your value messaging with powerful customer proof points that make your collateral more trustworthy and more effective at selling your products/services. A customer advocacy program also helps youContinue Reading

  • Advocate Marketing Case Study – Axios Systems

    CustomerAdvocacy.com was approach by Axios Systems, the world’s largest independent ITSM software company, to help drive their new advocate marketing program. The Axios marketing leadership team’s goal was clear – increase the bottom line sales revenue, increase product innovation and adoption, and improve overall customer satisfaction. CustomerAdvocacy.com quickly recognised that loyal customers were an integralContinue Reading

  • How many brand advocates to change a light bulb?

    Okay, that sounds like the beginning of a bad joke. However, all kidding aside, it’s a valid question on the mind of many marketing managers. But, before giving you an answer, let’s first add a bit more context. It’s widely known that marketing content created by loyal customers is much more influential to potential buyersContinue 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.”