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B2B Marketers Tap Into Advocates To Help Fuel The Sales Pipeline

advocate marketing shutterstock 83395885Shoppers consult customer reviews when researching all types of products, from jeans to washing machines. Buying behavior on the B2C side continues to influence how businesses buyers make purchasing decisions, and many B2B marketers are looking for ways to get loyalists to spread the word.

While consumers easily can go to a web site and write a quick review about a new pair of shoes, the process of engaging B2B advocates is more complex. B2B marketers are looking for satisfied customers to perform a number of tasks, including participating in case studies, acting as a reference for potential buyers and posting on social media.

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