5 Proven Ways to Leverage Customer Advocates in B2B

If you're a B2B marketer, you may be wondering how to drive more advocacy for your company and products.

Here are five proven ways to tap into the power of customer advocacy in B2B:

1. Get Advocates to create and post product reviews.

Reviews for business products and services are becoming more popular. Business sites like TrustPilot, G2 Crowd, and Spiceworks all feature user reviews. 

Hibu, a digital marketing services company, encourages Advocates to create and publish reviews for their products and services. Since starting their Advocate reviews program last year, Hibu's ratings have skyrocketed from two to eight stars on a popular business reviews site.

2. Encourage Advocates to create and share stories.

Stories are different than reviews.

Reviews usually focus on product features and functions. Stories, on the other hand, are often  about the overall experience customers are having with your company or about a topic or issue related to your company.

NursesRx, a company that places traveling nurses on assignments at hospitals and other health-care settings, conducted a highly successful Advocate stories campaign entitled: "I am Nurses Rx."

NursesRx generated hundreds of compelling, original stories from nurses who participated in this campaign, which helped bring their brand to life in a very human way.

3. Encourage Advocates to refer peers.

Referral marketing is highly cost-effective. In a recent study by Software Advice, B2B marketers rated referral marketing as one of the lowest-cost yet highest quality lead gen tactics. 

The key is having an "always-on" referral marketing system that makes it easy and rewarding for Advocates to refer peers.

Here's an example of how LeanKit, a client of Zuberance's, has solicited referral leads from Advocates.

4. Get Advocates to answer prospects' questions.

Let's imagine that Darren, a small business owner and prospect of yours, is thinking about subscribing to your software but is still on the fence.

Why not invite Darren to chat online with one of your Advocates?

That's exactly what Intuit QuickBooks is doing with its "Advocate Answers" program, which is managed and powered by Zuberance.

Pretty cool stuff, right? It's like a real-time, online customer reference program. You can even reward Advocates for answering prospects' questions.

5. Create an online community of your Advocates.

More B2B companies are creating by-invitation-only communities for their Advocates, where these customers can earn rewards for completing actions like the ones mentioned above.

Advocate Communities are Different that Customer Communities

Please don't confuse Advocate communities with online customer communities used primarily for peer-to-peer support, technical problem-solving, or product feedback.

Advocate communities differ in two major ways from customer communities:

  1. Advocate communities are for Advocates only. They are limited to highly-satisfied, enthusiastic customers who pro-actively recommend your company, products, or services. 
  2. Advocate communities have different goals and purposes than customer communities. The primary goal for an Advocate community is to encourage and enable Advocates to spread positive WOM and help drive sales via actions like referrals. This is not the case with a peer-to-peer support community.

Do You Need an Advocate Community?

You don't necessarily need an Advocate community to drive more advocacy and sales.

With Zuberance's cloud-based advocacy solution, you can engage and leverage your Advocates wherever they are -- and without requiring them to join a community.

How are you leveraging your B2B Advocates?