Advocate Marketing Blog
26 Years Later: Why Geoffrey Moore’s ‘Crossing The Chasm’ Is More Relevant Than Ever

In August of 1991, two important events altered the technology field forever: The world wide web blinked into public existence. Geoffrey Moore published Crossing the Chasm—which would become the “the bible for entrepreneurial marketing” for the next 26 years. In Crossing the Chasm, Geoffrey outlined the ways disruptive technology companies could make the treacherous leap Continued

Jonah Berger’s 3 Social Influence Secrets That All Sales And Marketing Teams Should Know

No one likes to think they’re being influenced by others when they buy something or make a career choice. We’re all individuals with independent thoughts, right? The truth is that you are swayed by your environment (the things you see and hear), and the people in your life (friends, family, peers—even strangers on the subway) Continued

10 Must-Have Features In Your Advocate Marketing Software

How are you managing your customer, employee, or partner advocacy programs? Today, most advocate marketers are organizing advocate activity through separate applications, and—our favourite—spreadsheets and emails. (If you’re still wondering what exactly advocate marketing is, read this primer first!) But there are two big problems with this approach: 1. You can only engage a handful Continued

Want To Launch An Advocacy Program? Here Are 3 Hurdles You’ll Have To Overcome

You know those things you’re *supposed* to do that are good for you…like…flossing daily? Well, (gross) confession time: I rarely never used to floss. I thought it was a scheme dentists had with the flossing industry! For years, dentists told me that it would come back to haunt me—in the form of gum disease and/or Continued

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From Tattoos To Testimonials: How Cisco Energized Over 700 European Brand Advocates (In Just 4 Months)

In 2016, Cristina Melluzzi, Head of Customer Advocacy EMEAR at Cisco, was facing something lots of B2B companies can relate to: having an internal fire drill every time Cisco needed customers for references, speaking opportunities, analyst interviews, and case studies. Cisco had a traditional reference program with around 100 European customers that sales and marketing Continued

IDC Study: B2B Customer Advocacy Programs Grow 570% In A Year

A new IDC report has found that one organizational tactic has grown 570% YOY among B2B vendors (and no, we don’t mean ABM). It’s customer advocacy programs. Last year, only 10% B2B vendors surveyed had a customer advocacy program in place, according to the IDC research. This year, “The Role of Marketing in Customer Advocacy” Continued

What To Do When Your Advocate Marketer Leaves Your Company

I want you to meet a pretty cool guy (IMHO): Truman Tang, Director of Marketing, Customer and Advocacy, at Influitive. He’s the mastermind behind our incredible advocate marketing program, Influitive VIP.  Truman’s got a pretty long list of accomplishments under his belt, like driving 1,000 customer referrals in a year, running highly effective ABM campaigns Continued

5 Referral Program Ideas For Driving More B2B Leads

Do you feel awkward asking customers for referrals? You shouldn’t. According to SalesStaff, 91% of satisfied customers say they’d give referrals. Yet, on average, only 29% of customers do. Why? It’s likely because you haven’t asked them. Or, at least, not in the right way. Barraging customers with emails asking for referrals isn’t going to Continued

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Which Is Right For You: Influencer Marketing Or Advocate Marketing?

Lots of companies ask influential outsiders to advocate on their behalf, with the hopes that it will grow their reach and generate new leads in a (seemingly) organic way. And it makes sense in these digitally-connected times. People often seek the opinions of their peers online before they make a purchase (including B2B buyers). However, influencer Continued

10 Steps To Energize Your Blog With Advocate-Generated Content

Pearson, the world’s largest learning company, wanted to change the way students perceived their brand. The company offers technology, materials and services to help students reach their highest potential… but many college students just saw Pearson as a textbook vendor. “We needed to build brand affinity,” says Lindsey Erlick, Senior Manager, Student Advocacy & Marketing Continued