Most organizations have some sort of client reference program where they showcase the success stories and best practices of organizations using their products and services. The vehicles for telling these stories may vary from written case studies to blog posts to videos to speaking engagements. A vibrant customer advocacy program is not just a selling tool, it is a win-win for both the organization and the customer.
Win 1: Now more than ever, B2B buyers evaluating products and services are more apt to research online by reading reviews and learning from their peer group who provide valid and trusted guidance – before engaging a sales person. By engaging their best customers and users as advocates for their products, companies are able to extend their message into the market and reach prospective customers during the research phase.
Win 2: Advocacy programs enable clients to extend their personal and professional eminence and positions them as leaders amongst their peers. The client benefits, but the company also reaps the rewards from having subject matter experts who are leaders in their field sharing their product and service success stories.
Win 3: Client advocacy programs help to support and extend traditional account planning – benefitting both the company and the customer. When integrated into a broader program, client advocacy helps sales leaders to shape a more strategic conversation, engages the client teams and the client in a longer-term relationship-focused approach, and defines a program that can be measured.
What are some of the wins you’ve seen from your customer advocacy programs?