Advocate marketers can have a significant impact on profit margins by engaging with happy customers and partners in order to spread the word and attract new super fans, writes Jim Williams, vice president of marketing at Influitive. This marketing requires a word-of-mouth strategy run by the chief marketing officer, who "must become the voice of a company's advocates at the executive table." Truly successful operations, however, will require a team of advocates, Williams writes.
Adopt advocate marketing to mobilize top customers
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