Advocacy marketing brings consumer trends to B2B marketing

09/13/2013 | Eloqua

Consumers seek out opinions from their peers for things such as movies and restaurants, but business-to-business marketers often overlook this activity in their strategies, writes Jim Williams, vice president of marketing at Influitive. To meet customers seeking product knowledge, companies should use advocates as a tool for managing peer-to-peer conversations. This means creating an advocate marketing program to add these fans into a company's entire process, from development through sales, he writes.

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