A customer is an advocate for you when they refer new leads, endorse you publicly, spread your message, or help you understand the market. Learn more about why advocacy is important and how to activate it within your customer base in this short presentation
5. Buyers get 57% of the
way through the buying
process before they talk
to a sales rep.
– Marketing Leadership
Council
57%
What’s Driving The Importance of
Advocacy?
First, buyers avoid talking to
your sales reps – or even
visiting your website – until
they have had a chance to
educate themselves.
6. Searching within
communities is the top
way B2B decision-makers
discover new approaches.
– Forrester Research
Searching within
communities
Vendor
content
Peer
content
Q&A
58%
31%
22%
20%
What’s Driving The Importance of
Advocacy?
They get educated by searching
within their own professional
networks and online
communities of their peers.
7. Advice from peers is the #1
most influential source of
information during the B2B
buying process.
– BuyerSphere 2013
Advice from
a friend
Search
Engine
Supplier
WebsiteEmail
Industrial
Intermediary
Sent by a
friend
Online
display ad
Social
media
Wider
advice
Industry
community
What’s Driving The Importance of
Advocacy?
And the people they trust most
for unbiased information are
peers and experts with direct,
relevant experience.
8. means you have to earn your customers’
business each and every month.
SaaS
9. and Social Media
has given your buyers access to virtually
anyone they want to talk to
10. These dynamics are forcing companies
to develop stronger strategies for
customer success, retention,
loyalty, and word-of-mouth
SaaS
Social
Media
• Easier to sign up
• Easier to switch
• Pay-as-you-go
• Unbiased expertise
• Vendor validation
• ROI proof points
14. 70live product feedback
sessions per quarter
renewal rate
for customers
in the program
100%
139
14
opt-in references,
before and after
$130K
total value
returned
by each
advocate
A Security Company A Marketing Automation Company
An Email Marketing Company An Education Tech Company
50-75% of buying process happens before customer talks to you
buyers rely on peers/influencers for information more than vendors/analysts
SaaS business models have driven up importance of customers success and customer loyalty
50-75% of buying process happens before customer talks to you
buyers rely on peers/influencers for information more than vendors/analysts
SaaS business models have driven up importance of customers success and customer loyalty
50-75% of buying process happens before customer talks to you
buyers rely on peers/influencers for information more than vendors/analysts
SaaS business models have driven up importance of customers success and customer loyalty