Customer Advocacy: It’s a Win-Win

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?

Related Stories

Selling to the C-suite – Stop Pitching

Posted on 04.18.2022 by in Featured, Understanding the C-Suite

Effective sales people will tell you that selling is as much science as art. Selling to the C-Suite even more so. Done well, it requires a system that can be planned, delivered, measured and repeated. Yet often, sellers fear they  

Continue Reading »

Recruiting and Refreshing Advisory Board Members

Posted on 02.20.2022 by in Customer Advisory Boards

Is your  Client Advisory Board in need of recruitment and refreshment of its membership? Do you have existing client Board members who aren’t meeting the bar of their peers? Here are some tips on how to recruit  

Continue Reading »

Honesty is the Best Policy When it Comes to Customer Engagement

Posted on 05.21.2021 by in Engagement Strategy

Growing up, I would often hear the saying that “honesty is the best policy.” It’s always best to be upfront, otherwise you’re only masking underlying issues and more often than not, that lid won’t remain closed. As an adult, I  

Continue Reading »

The Value of Convening C-Suite Peers: Reaping What You Sow

Posted on 02.1.2020 by in Engagement Strategy, Featured, Featured, Understanding the C-Suite

In our work with Customer Advisory Boards and other executive engagement programs, we have seen firsthand the extent to which C-level executives seek and crave connection to real peers, where they can share stories and gain insights in a safe  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »