CDW's Head of Social Recognized by BtoB Magazine as 'Top Digital Marketer' for Advocacy Strategy

Lauren McCadney, senior manager-social media for IT retailer, CDW, has been recognized by BtoB Magazine as one of the Top Digital Marketers of 2012 for her successful brand advocacy strategy. Lauren was recognized among digital marketers from top brands like Adobe, Cisco, Visa, IBM, and more. CDW's superb customer service has created an army of Advocates like Justin Dorfman, a self-described "hard-core CDW Advocate," who has purchased hundreds of thousands of dollars of computer gear from CDW while serving in IT positions for various companies. In fact, CDW Advocates spend about 14 times what a typical customer spends. The company examines these Advocates to uncover what they have in common to see if there are ways it can create more of them.

CDW has energized Advocates like Justin Dorfman to create and share positive reviews. 36% of CDW Advocates have created reviews and 22% have shared them with their networks on Facebook, Twitter, LinkedIn, and email.

Here's a video of Lauren discussing ways to leverage Advocate-generated content:

Zuberance Founder/CEO, Rob Fuggetta, interviewed Lauren on her advocacy success in his new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force." You can read the interview here.

Congratulations to Lauren and the CDW team on this outstanding accomplishment!

Parallels' Innovative VP of Marketing Featured in BtoB Magazine

Kim Johnston, VP of Marketing for Parallels, a desktop virtualization software company and also a Zuberance customer, was featured in BtoB Magazine today. In her conversation with CMO Close-Up, she discussed how the company is taking advantage of the trend of more Apple products moving into the enterprise, as well as how her experience at Symantec Corp. influenced her current approach. The interview also highlighted the success Parallels has seen in energizing their Brand Advocates.

"Social for us is very two-way. We learn a lot from them, but it's also a vehicle that we offer back out. In terms of customer advocacy, we turned on an advocacy program a couple of months ago through an agency called Zuberance. That program yielded well over 1,000 reviews, where business customers in their own words are talking about the impact that Parallels Desktop for Mac has had on their businesses. They're not hesitating to share that with one another, too. The dialogue is so rich that the customers are sharing with one another. It's been really nice to see that authentic word-of-mouth marketing is working and doing quite well," says Kim Johnston.

Read the full BtoB "CMO Close-Up" here.

Kim Johnston was a guest speaker in a recent webinar, "How Box, AVG, and Parallels are Leveraging Customer Advocates to Drive Sales." Click here to watch now.