B2Bs Use Brand Advocates as Unofficial Spokespeople, Attract New Customers

  • The term organic is used to talk about a lot of things whether the topic is making food, making business, making music, making movies and now….making customers.

    B2B brands are beginning to grow their customer base organically by leveraging enthusiastic and influential existing customers and employees as brand advocates. The idea is pretty simple - when people have a positive experience with a brand, they become the newest unofficial spokespeople.

    They’re called brand advocates and B2B companies are learning to leverage them to attract new customers. Diamonds in the Rough: How to Find and Empower Brand Advocates, a recent article in the B2B Marketing newsletters, gives detailed advice for how B2Bs can find these influential customers and make them part of their marketing and business strategy.

    But how do B2Bs make the jump from having a passionate base to empowering these supporters to speak on their behalf?

    1. Leveraging current employee base
    2. Creating a customer advisory board
    3. Developing an online community
    4. Making it easy

    Click here to learn more about how B2Bs are turning fans into influencers and share your insights in the comments section.

    Andrea Weinfurt
    American Marketing Association
    Social Media Community Administrator

  • It's important to understand how customer reviews and satisfaction surveys fold into this topic.  Brand advocates are not the customers that have rated your company, service, or product from a 3.0 - 4.5 out of 5.  In fact, it's not even the 4.51 - 4.99 customers you're seeking.  It's the solid 5.0 out of 5.0 customers that you'd want to consider as advocates.  Identify them, understand them, partner with them, and leverage them to earn more.  Then say thanks and reward them for their help.

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