"The end product of customer advocacy is you've got someone pleased with your brand and loves using your product or service. They are at the point where they are willing to write reviews on G2, Gartner Peer Insights, TrustRadius, any of those other review sites. They will write a review, rate, take that initiative on their own. That could be good or bad.
At the same time, they'll be willing to raise their hand and become a sales reference for you. They'll be happy to get on a call with a prospect and share their experience about why you should consider using a company's product or service.
There are lots of different ways that customers can advocate for you. That's part of a broader and more mature category in marketing, which is called customer marketing.
Too often, marketing was spending too little time on the post-sale after you acquired that customer. Marketing needs to spend more and more time in the post-sale journey and engage with customers, create relationships with them, and understand what motivates them to continue buying your product or service. That's what customer marketing is all about. It's engaging with your customers, building relationships, and hopefully getting them to the state of advocacy."
- Dan Cote, VP, Chief Marketing Officer, Influitive