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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships by Barbara Thomas

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7. Overcoming Skepticism with Open Communications

What should a marketer do when the customer base and target audience include people who are better known for privacy and skepticism than for being enthusiastic brand advocates? That was the dilemma for Rapid7 (discussed earlier), a leading information technology security data and analytics provider of products and services that are widely used by IT security analysts and network administrators—just the people who do not like the spotlight. Engaging Rapid7’s customer base of IT security professionals to leverage the benefits of advocate marketing was a strategic business goal the company’s customer alignment and experience program manager, Evan Jacobs, wanted to achieve.

Jacobs met that challenge ...

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