Advocamp: Laura Ramos

Why Advocates Are Your Best Competitive Advantage In The Digital AgeLaura Ramos, Vice President & Principal Analyst

#Advocamp, @lauraramosMarch 9, 2016

Welcome to the digital age….

the Age of the Customer

How prepared are you to turn these empowered customers into advocates?

© 2016 Forrester Research, Inc. Reproduction Prohibited 4

Buyer empowerment creates a new age of competitive advantage

Source: “Winning In The Age Of The Customer” Forrester report.


Digital shifts the balance of power to your customers

Image source: http://pixshark.com/door-to-door-salesman-1950s.htm and http://www.huffingtonpost.com/max-kolysh/5-advanced-strategies-for-saving-money-online_b_5003408.html


Consumers trust people the most

Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014

To what extent do you trust each of the following types of promotion?

(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)



AoC heightens importance of advocacy“Why is advocacy more important in B2B marketing today?”

Base: 26 B2B marketing professionals or technology providers (Qualitative research, open-ended responses, top 5 shown)

Source: “Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report


Greater brand reach at lower costAdvocates Reach


The measurable impact of advocacy

$250 million in closed/won deals.

Influenced additional $500 million in pipeline.

REV = Reference Engagement Value

1,400 advocates tweet 400 to 500 times a week.

Generated 800 reviews from customers and partners.

Example courtesy of “Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers” report


The business value of advocacy


Engaged relationships that last a lifetime

“Now I know what business books he's reading and we chat about those. The program helps our web of influencers work with every account in this way.” – Holly Zoba, SVP of sales, Signature Worldwide


Great advocate marketing depends on:

Welcome to the digital age….

the Age of the Customer

forrester.com

Thank you

Laura [email protected]@lauraramoswww.linkedin.com/in/lauraramos2013

For further information see:“Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime” Forrester report.