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    Tag: Advocacy

    Luis González: Starting & scaling your advocacy program

    Luis discusses how to approach starting and scaling a customer advocacy program. Luis leads global customer advocacy at Alteryx, the home of the Innovator and…

    Alison Bukowski: Where should advocacy sit in your company

    Alison and the Base team discuss where Advocacy how where advocacy sits in your organization can impact business outcomes and customer interactions. A Top25 Customer…

    Kristen Engelhardt: How advocacy and community work together

    Kristen Engelhardt, SVP Community & Learning at Automation Anywhere and former Salesforce rock star, discusses how Community and Advocacy work together.

    Barbara Thomas (BT): The Triad Engagement Ecosystem: customers, partners and employees

    Barbara Thomas, known as BT, joins us to discuss her Triad Engagement Ecosystem, which states that companies should take a holistic approach towards advocacy, linking together…

    Advocacy: It’s about the individual and the company (or the account)

    Lets talk Customer Advocacy – When it comes to Customer Advocates, we often think about marketing to and partnering with an individual (it is about…

    Professor Wilder September 29, 2022
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    Forum Description

    Lets talk Customer Advocacy - When it comes to Customer Advocates, we often think about marketing to and partnering with an individual (it is about people after all) vs. thinking about how to work with 'the whole company.' In the B2B world, when we work with a company we work with multiple people at that company vs. just one person. So, why not take a page from the B2B Account Based Marketing (ABM) playbook, and market to multiple members of a key account or company. Or as my friend Ed Keller recently reminded me, why not learn from consumer focused companies, such as Disney that markets to the whole family vs. Apple that has family accounts. (There are other B2C examples, but I have family members at both those companies so I also need to be loyal to them : ). Lean into an ecosystem mindset and approach. Think about the ecosystem of people inside your Advocate's company

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