Yes, B2B Companies Have & Need Advocates

This is the final post in Earning Your Black Belt in Advocate Marketing, which means... you have a black belt in advocate marketing! That is, if you followed the series and are a rockstar! 

Advocates are your company's most successful sales people

Let's say you're a B2B company with 10,000 customers.

We've found that the percentage of business buyers who become Advocates is typically lower than the percentage of customers of a B2C company who became Advocates. So for B2Bs, we typically use 20 percent as the percentage who will recommend within the first 30 days for B2B  vs. 30 percent for B2C.

Is getting 40 customers to recommend you within the first 30 days worth the effort? That depends. How valuable would it be for your B2B company to have 30 glowing video testimonials of its enthusiastic customers? If the company only has 10 testimonials now, this would triple the amount in only a few weeks.

In this series, we covered:

Over the last three years, Zuberance has worked with hundreds of companies and marketing leaders on advocacy programs. Based on our experiences, the ingredients for a successful advocate marketing program are the same as what is essential for other marketing and IT operations:

  • People: an effective Advocacy champion and manager
  • Process: commitment and plans
  • Technology: an advocacy system

Should you pilot first?

Many marketing leaders insist on conducting pilots of new products and approaches before adopting them. This approach is especially appealing to mainstream organizations and pragmatist marketers who only jump on board after testing ideas.

By piloting an advocate marketing program, you can learn and optimize, reduce risk and establish advocacy performance baseline. A pilot can help build internal support for advocacy especially if the pilot meets or exceeds its objectives.

By unleashing your advocates, you will turn likes into leads and social media into sales. This is the holy grail of social media and it's happening now. {tweet this}


Let's pilot your Advocate Marketing program!  Click here and let us know you're ready. Brand-advocates-bookBrand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.

Porter Gale, the former VP Marketing at Virgin America, calls Brand Advocates the “ultimate guidebook to brand advocacy.” Says Gale: “Advocacy is the ultimate goal for every brand. Rob Fuggetta’s book is simple, clear, and filled with practical advice.”