State of Customer Marketing Report 2020

This report explores today’s customer marketer, where customer advocacy and community intersect and how they provide a wider business impact.


TORONTO, ON – December 3, 2020 Influitive Corporation—a leading provider of customer advocacy and engagement software—today released its 2020 State of Customer Marketing Report.

Following up on their 2017 benchmark report, Influitive surveyed over 200 customer marketers across 17 countries to understand the key values and quantitative impact of customer marketing programs.  

Customer marketing remains a significant business contributor, with 93% of respondents classifying it as either important or very important. About 62% of responding companies said that customer marketing provided moderate or significant revenue gains over the past 12 months. 

“Customer marketing is an ever-evolving role with increased responsibility and importance,” said Dan Cote, Chief Marketing Officer at Influitive. “Engaging customers through advocacy programs and online communities are key to cost-effectively achieving growth and retention goals, especially since COVID-19 changed the rules of engagement.”

Other key findings from the report include: 

  • Customer advocacy and online communities continue to converge as 32% confirm that they are either considering or already in the process of merging these programs together.
  • Customer marketing activities and metrics have matured and diversified with 83% focused on case studies/success stories and 63% listing customer engagement as their top metric. 
  • Advocacy continues to flourish as 65% have seen an increase in the number of customer advocates compared to last year. 

For further analysis and more detailed findings, download the 2020 State of Customer Marketing Report.

About Influitive

Influitive works with forward-thinking marketers and digital businesses who want a better way to engage customers and mobilize advocates to increase referrals, references, reviews, case studies, and more. Our easy-to-use SaaS platform combines industry-leading customer advocacy tools, expert services, and training with intelligent automation, gamification, and personalization features that drive extreme engagement and customer growth at scale. Leading brands such as Cisco, Adobe, ADP, and IBM rely upon Influitive to help foster collaboration, build trust and deepen relationships with customers for top-line growth and bottom-line profits. Visit to learn more.