Advocates are customers, partners, employees, influencers and other stakeholders who are willing to publicly support, endorse or recommend your company, products, or services. Advocates can also simply be people who are genuinely passionate about your company or products.

Why are Advocates important?

B2B buyers trust information from advocates — especially current customers — more than marketing content and sales pitches from vendors. They serve as a third-party link between your company and prospects, providing external credibility to your existing messaging. Advocates often refer new business, answer questions from prospects and serve as references. They can significantly influence prospective customers by publicly sharing their positive experiences through blog posts, case studies, video testimonials, social media posts and at in-person events. They are instrumental in expanding the reach of your marketing and sales initiatives.