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

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17. Best Practices in the B2B Customer Advocacy and Reference Industry

SiriusDecisions first launched its Customer Advocacy and Engagement Survey back in 2013. Its 2015 version continues its successful format, while adding a few new questions that target marketing professionals. From this survey, SiriusDecisions created the State of B-to-B Customer Advocacy and 2015 Reference Report. Currently, it is the only industry report that covers this topic. In 2015, more than 200 companies participated in the survey.

During an address at the 2015 Summit on Customer Engagement, Megan Heuer, vice president at SiriusDecisions, told the audience that customer advocacy is the future of marketing. When Heuer shared some results from the State of B-to-B Customer ...

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