Advocate Marketing Dictionary

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Want a quick primer on advocate marketing? 


Advocates are customers, partners, employees, influencers and other stakeholders who are willing to publicly support, endorse or recommend your company, products, or services. Read more.

Advocate Experience

The advocate experience is what makes it fun, enjoyable and rewarding to participate in a company’s advocate marketing program. Read more.

Advocate Marketer

Advocate marketers manage a company’s happiest customers and motivate them to help the company achieve business objectives, such as revenue growth and greater brand awareness. Read more.

Advocacy Marketing

While often used interchangeably with the term advocate marketing, advocacy marketing tends to focus on the results generated from this type of marketing strategy — the advocacy. Read more.

Advocate Marketing

While similar in some ways to advocacy marketing, advocate marketing emphasizes the advocates’ wants and needs over the actual acts of advocacy. Read more.

Advocate Marketing Program

Whether or not it is an organized effort, you have advocates who are already recommending you to their peers or taking reference calls. Read more.

Advocate Marketing Strategy

An advocate marketing strategy is a game plan for how the company is going to follow through with its advocate marketing program. Read more.

Advocate Marketing Solutions

Advocate marketing solutions are essential to an effective advocate marketing program. Advocacy efforts can be organized and tracked manually, but most advocate marketers use some sort of technology. Read more.

Advocate Marketing Software

Advocate marketing software helps advocate marketers manage and organize their advocate marketing program. Read more.

Advocate Recruitment

Not every customer is suited to be an advocate. Advocate recruitment involves taking a close look at your current customer base to identify those who would be the most effective at spreading your message. Read more.


Asks are the fuel of an advocate marketing campaign. They are requests for your advocates to take action such as participate in a case study, testimonial or survey, write a product review or another piece of content. Read more.


As an element of gamification, badges incentivize participation. Read more.

Beta Group

A beta group is a collection of current and prospective customers that will roll up their sleeves and test a product or service for usability and functionality. Read more.

Beta Testing

In beta testing , new versions of products or solutions are released to a select group of customer advocates to help identify bugs or faults. Read more.

Case Study

Case studies showcase your products or services through the eyes of current customers. Read more.


As part of an advocate marketing strategy, challenges are targeted “asks” that motivate advocates to outperform one another. Read more.

Customer Advisory Board

While they can be formal or informal, customer advisory boards are made up of external advocates who are strong believers in your company’s mission and vision. Read more.

Customer Community

Customer communities are forums for your customers to freely exchange thoughts, feedback and pose questions about your products and services. Read more.

Customer Experience

Customer experience (CX) is the impression your customers have of your brand, product or service as a whole throughout their buying journey. Read more.

Customer Engagement

Customer engagement is the lens through which customers view your company and products. Read more.

Customer Evangelism

Customer evangelism is authentic and spontaneous support for your products and services. Read more.

Customer Marketing

Customer marketing is built around activities designed to drive retention, loyalty, advocacy, growth and community participation for current customers. Read more.

Customer Reference Program

A critical point in the sales cycle is when a prospect asks for references. A customer reference program applies structure to the process of finding right references. Read more.

Customer Referral Programs

A customer referral program is a structured process for gathering information about prospective customers. Read more.

Customer Relationship

The customer relationship is anything — internal and external factors, in-person or online — that can have an impact on how a customer or prospective customer views your business. Read more.

Customer Relationship Management (CRM) Software

Customer Relationship Management (CRM) Software is a category of enterprise software that helps companies manage data and interactions with customers and prospects more effectively. Read more.

Customer Retention Program

A customer retention program involves activities aimed at improving customer satisfaction. Read more.

Customer Success Teams

The customer success team has a single-minded purpose: making customers happy. Team members facilitate communication between users and the company. Read more

Demand Generation

Demand generation is a combination of sales and marketing tactics to help potential customers or clients recognize a need for your product or service. Read more.

Evangelist Marketing

Evangelist marketing is an advanced form of word-of-mouth marketing. Evangelist marketing occurs when a company takes a product or service that they offer and convince consumers that they need to have it, or at least need to try it. Read more.

Event Marketing

Event marketing involves getting the word out about live events, trade shows and other types of in-person engagements. Read more. 


Gamification uses game-like elements, such as friendly competition, points collection and rewards to encourage engagement with a product or services. Read more.

Influencer Marketing

Influencer marketing is aimed at thought leaders in a community — journalists, bloggers, consultants, or industry analysts. Read more.

Marketing Automation Software

Marketing automation software is a platform with most of the tools that a marketer is going to need to run their marketing campaigns— email management, analytics, lead nurturing, lead management, lead scoring and more. Read more.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a tool to gauge customer loyalty. Read more.

Peer-to-Peer Marketing

Peer-to-peer marketing encourages customers to engage other customers by advocating a product or service to friends or associates. Read more.

Product Feedback

Product feedback can be focused entirely around a specific product feature, or encompass the customer’s overall experience. Read more.

Product Marketing

Product marketing is the concept of introducing a new product or an upgrade to an existing product. Read more.

Product Reviews

Product reviews are a customer’s authentic report on their interaction with your product, service or company. Read more.


Recognition is the extent to which the target audience is able to identify your company. Read more.

Referral Leads

Referral leads are potential customers that have been introduced to your company by advocates. Read more.

Referral Marketing

Referral marketing is a variation of word-of-mouth marketing which focuses around encouraging existing customers to talk as much possible about your products or services. Read more.


Rewards are incentives that encourage advocates to perform certain tasks. Read more.

Sales Enablement

Sales enablement describes a host of activities and programs designed to help prepare and support sales process. Read more.

SAPS (Status, Access, Power and Stuff)

SAPS is the framework of motivators — status, access, power and stuff — that allows marketers to identify what types of tasks will appeal to their customer advocates. Read more.

Social Selling

Social selling leverages social networks in all stages of the sales cycle, from lead generation to closing to post-sale. Read more.

Social Sharing

Social sharing is the process by which customers and advocates post the latest industry news as well as products and updates about your company. Read more.

User Groups

User groups are sets of people who use a particular product or service and generally have similar roles. Read more.

User-Generated Content

User-generated content is unique content created by those who were inspired to share their experiences with your product or service. Read more.

Word-Of-Mouth Marketing

Word-of-mouth marketing involves oral or written recommendations made by current users to prospective customers. Read more.


To find a good spot for dinner or shopping, we turn to review sites like Yelp. Yelpification is the phenomenon of people becoming more aware of a business through online reviews. Read more.