Chapter 10, “The Rise of Customer Advocacy,” examines the difference between influencers and advocates; their level of influence and reach of each group. The chapter spends considerable time examining advocates affect on the sales funnel.
The chapter details very specifically how to create a robust customer advocacy programs and includes insights into which platforms to use (private communities like Jive or public networks like LinkedIn with strict privacy settings); and tools to find the right advocates (RowFeeder, Export.Ly and Zuberance).
The chapter concludes with a case study about marketing automation SaaS company Eloqua.
Please read more posts about the rise of customer advocacy and how to create brand advocate programs.