b2b brand advocacy

Webinar Recording: How Box, AVG, and Parallels are Leveraging Customer Advocates

The recording below is from our recent webinar, “3 B2B Case Studies in 30 Minutes: How Box, AVG, and Parallels are Leveraging Customer Advocates to Drive Sales Now” featuring innovative marketers from leading B2B companies. Click here to view the webinar recording on Slideshare.

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Expert Speakers:

Success Story #1: Box (program live for 3 months)

  • Box has identified a brand army of 51,000 Advocates via email, in-product notifications, Facebook, and their newsletter. 46% of their customers highly recommend Box.
  • Box Advocates have created over 13,800 glowing stories which have generated over 17,000 in-bound clicks from Advocates’ networks.
  • For new press announcements and product launches, Box looks to their Advocates to add the halo effect and to get the social world chatting.

Success Story #2: AVG Technologies (program live for 4 months)

  • AVG has identified 26,000 Advocates mostly via Facebook. 66% of customers highly recommend AVG products.
  • AVG Advocates have created 7,200 positive reviews and rated the product on average 4.5/5 stars which were then posted to CNET, Amazon, Facebook, and Twitter.
  • 4,000 offers were shared by AVG Advocates to their social networks which yielded a 50% response rate.

Success Story #3: Parallels (program live for 4 weeks)

  • Parallels has identified 30,000 Advocates via email and in-product notifications. 66% of their customers highly recommend Parallels products.
  • Parallels has energized Advocates to create and publish reviews on Amazon which boosted ratings from 3.5 to 4.5 stars in two weeks- average of 4.7 star rating.
  • Parallels Advocates shared 4,200 offers with their social networks that yielded a 21% sales conversion rate.

Want to learn more? Download our whitepaper, "The ROI of Energizing Brand Advocates."

3 Surprising Facts About B2B Brand Advocacy



50% of B2B customers are highly likely to recommend products/services to their networks.




30% of B2B Advocates recommend the first time they are given the opportunity.


70% of B2B Advocates' contacts respond to recommendations (i.e. by reading recommendations, considering purchasing the product, or clicking through to purchase.)


Source: Zuberance customer advocacy data

Learn "How Box, Parallels, and AVG Technologies are Leveraging Customer Advocates to Drive Sales Now" during our webinar on February 29, 2012 at 11:00 AM PST/ 2:00 PM EST. Register here.