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

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18. Best Practices for Measurability

In today’s B2B marketing ecosystem, promotional campaigns alone do not lead to a sale. As companies increase marketing investments, chief marketing officers (CMOs) are facing increased pressure to prove the return on marketing investments (ROMI). Customer advocacy marketing initiatives are no exception.

The cost of building a customer marketing program can be high, but companies definitely benefit in the long term. The benefit of increasing advocates for your brand, product, or service is great because the return is high: You are essentially getting free sales and marketing from those advocates. However, measuring that advocacy and reporting on ROMI is tricky business. It is nearly impossible to capture every ...

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