Advocate Marketing Blog
The Power Of B2B Referral Marketing Programs

When you want to try out a new restaurant, where do you turn for advice? Recommendations from friends and family, of course. The same is true in your professional life—except choosing new software is a little more important than picking a restaurant. This means that referrals and recommendations from colleagues, and those who work in the Continued

What Is An Online Community, Anyway?

Quick! What comes to mind when you hear the phrase “online community?” Facebook? LinkedIn? Your company’s support forum? The definition of online community varies depending on who you talk to. Joanne Jacobs, a digital strategist who spoke at a live online session at a past Community Manager Appreciation Day (CMAD), says “Communities are not just Continued

Start Showing ROI For Your B2B Community In 4 Easy Steps

If you were to ask a group of B2B community managers what keeps them up at night, you’d likely hear the same concerns at the top of their list: customer engagement, lack of resources and, of course, ROI. Proving the ROI of your branded community and understanding how to measure its success are not only Continued

Infographic: The State of Customer Marketing in 2017

In the hyper-competitive world of SaaS products, building relationships with your existing customers is just as important as acquiring new ones—if not more so, since your customers can easily jump from one product to the next if they aren’t satisfied. However, many B2B companies remain focused on aggressive sales tactics rather than creating a more Continued

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The Ultimate Customer Marketing Dream Team

Heather Watkins knows a few things about customer marketing. As the Director of Marketing Programs at Optimizely, and former Director of Customer Marketing at Marketo, she’s experienced some impressive successes in the field. While at Marketo, her team increased community participation by 130% over 12 months; increased the number of actively participating community users each Continued

What Taylor Swift’s “Swiftmas” Can Teach B2B Marketers About Delighting Customers

This blog post was originally published on Dec. 22, 2015 and updated on Dec. 26, 2016. Every holiday season, B2B marketers send their best customers a standard holiday card with either a bottle of wine or a basket of chocolates. And somehow—through this incredibly generic gesture—we expect our customers to feel like they’re special and Continued

Mark Schaefer Explains The Cure For “Content Shock”

Two years ago, Mark Schaefer, a five-time best-selling author and Professor at Rutgers University, controversially wrote that most content marketing plans were not sustainable strategies. The problem, he explained, is “content shock”—a term used to describe the point at which the amount of content available to audiences is more than they can possibly consume. Fast Continued

Ardath Albee’s 4-Step Approach To Better B2B Content Marketing

“90% to 95% of what [B2B content marketers] do fails. Since when is that acceptable?” That’s what Ardath Albee, CEO of Marketing Interactions, author, and one of the 50 Most Influential People in Sales and Lead Management, asked during a live video chat with me (Cassandra Jowett), Influitive’s Senior Content Marketing Manager, as part of Continued

Report: 2017 State of Customer Marketing
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Jay Acunzo Explains How To Escape The B2B Content Marketing “Echo Chamber”

You follow all the B2B content marketing best practices. You position your articles as “tips and tricks” and how-tos. You write attention-grabbing headlines. So why is your content still not getting read or widely shared? It’s simple: when audiences keep hearing the same old song, they tune you out. To help you hit the right Continued

Andy Crestodina Explains How To Take Your Content Marketing Plan From Mediocre To Masterful

Next year, 70% of B2B marketers plan to create more content—but only “30% of B2B marketers say their organizations are effective” at it. Why increase content production if you aren’t getting the results you want? Last week, we co-hosted a webinar with Andy Crestodina, an expert content marketer, Content Jam conference founder, author, and co-founder Continued