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. Advocacy marketing emphasizes the accumulated voice of as many advocates as possible.
Why Is Advocacy Marketing Important?
Buyers independently scour social networks and discuss the buying process with their peers. As a result, they are connecting with the sales team much later in the buying cycle, and so their opinions are less malleable. Advocacy marketing formalizes this independent search process and mobilizes advocates to build a network of advocacy that moves far beyond traditional reference programs. With just a 12% increase in advocacy, on average, companies can experience a 2X growth in revenue, according to a report in the Harvard Business School Press.