9 Advocate Marketing Success Stories Every B2B Brand Can Learn From 

If you’ve ever recommended a product or service to a friend or family member, you could call yourself an advocate marketer. 

Advocacy marketing is a marketing technique that relies on existing customers to attract new customers by talking about or recommending the product or service. Because nearly 84% of people base on other users’ reviews to make their purchases, advocacy marketing can be really beneficial for B2B businesses as a marketing strategy. It is also, to a certain extent, an extension of social entrepreneurialism. 

For many businesses, discovering advocacy marketing is akin to starting a corporate revolution. It sounds easy, but requires a unique set of skills and techniques to achieve optimum results. 

Below we highlight nine advocate marketing success stories from B2B brands and how they were achieved.

Blackbaud’s success with referrals

When it launched Blackbaud Champions, its new advocate marketing program, the cloud software company Blackbaud didn’t expect much. But by making the advocacy program fun and competitive for its customers, Blackbaud ended up seeing over $213,000 in revenue, all generated in 3 months from 12 months’ worth of referrals. 

How did Blackbaud’s team achieve this? By inviting their existing customers to the platform and creating easy advocacy challenges for them to complete. Every finished challenge was recognized and rewarded.

Cisco conquered Social media

Cisco embarked on its advocacy marketing program intending to boost its social media presence. Its existing customers were a smart bunch, always looking to share their expertise on social media. Cisco invited them to become advocates – Cisco Champions – and then asked them to talk about Cisco on social media as much as they could.  

They were also invited to submit content on Cisco’s blogs and take part in #CiscoChat on Twitter in exchange for exclusive invites to certain events, access to Cisco engineers and more. Today the company boasts over 55,000 tweets generated about Cisco alone and over 100 blog posts written by Cisco Champions (all these resulted in nearly 8000 social media attentions and 44,000 clicks).

InsightSquared’s shot to the top

InsightSquared, the analytics company, was looking to bolster their presence on major review sites like GetApp and TrustRadius. They decided to try advocate marketing and hoped for about ten reviews across each review site by campaign’s end. Surprisingly, they ended up with over 100+ reviews. 

The strategy employed was simple. InsightSqaured’s team understood that its services weren’t easy to grasp. So, through their advocate marketing program The Square, the company used fun challenges to explain InsightSquared’s services to potential advocates. At the end of the program, the company asked enrollees if they would recommend InsightSquared. The result was 100+ reviews on all major review sites. 

Marketo and the power of rewarding customers

For Marketo, the CRM company, the goal was to generate at least 50 reviews per quarter across major review sites including TrustRadius, G2 Crowd and AppExchange, where ‘most of its pipeline comes from,’ according to its senior customer marketing manager. 

Its advocacy marketing campaign was unique; advocates were rewarded before they wrote a single review. 

The campaign was shared by Marketo’s team on social channels and during live events such as Marketo Jeopardy and Purple Palooza and resulted in over 538 genuine reviews across all Marketo’s dream platforms, including TrustRadius, G2 Crowd and even Software Advice.

HootSuite and its super users

HootSuite took advantage of its ‘superusers’ to boost its advocacy marketing program. By the program’s peak, the analytics company had seen over 9000 content shares across various social channels, resulting in over 240,000 clicks. The arrangement also saw 81 million social impressions for Hootsuite’s services alone.

Amanda Woods who works for a research papers high school from where you can find australia assignment help and the best assignment help in UK in any subject for your choice, says, Hootsuite knew that its super users were always engaged with each other on social media, so they decided to brand them ambassadors.

She goes on tell that ambassadors were then asked to share Hootsuite’s content on their platforms. Part of the Ambassador role also involved community building by welcoming new community members on Twitter. 

Okta and putting advocates first

Okta knew that its customers were its backbone, so it decided to make them the main aspect of its annual Oktane conference. Rather than building up the conference internally, the company invited its customers to help share ‘sign-up’ links and share the event on social media. Customers/advocates were also featured in the conference’s branding, such as in keynotes, branding materials and more. 

Ross Cook, an editor who reviews assignment help, paper writing service, his latest work being https://www.bestassignmentservices.co.uk/ and bestessays review has a point to share. He says, in a move that echoed social entrepreneurialism, the company also dedicated a section of the conference to customers sharing their stories about Oktane. Over 30+ customers volunteered to advocate and the result was nearly 1.1 million social impressions for #Octane16 alone.

ReadyTalk let its customers shine

ReadyTalk, the full-stack cloud communications company, achieved sales of $60,000, generated 760 new leads and closed three deals from its advocate marketing campaign. The company achieved this by making its customers the experts via its ReadyTalk Summit Club advocate program. 

Part of the process involved asking them to share their expertise by contributing their answers to certain questions on the company’s services. The answers were compiled into an ebook titled 6 Reasons Why Other Companies’ Webinars Are Better Than Yours that was then offered for download. 

Buffini & Co jazzed it up

Buffini & company knew it needed extra customer traffic during the summer, so it created an advocacy program that involved not just its customers, but also its own employees. Employees were given ‘Got Referrals? Get Rewards!” t-shirts and asked to ask for referrals from every customer they came into contact with. Rewards were offered to top employee referrers. 

The company employed its social media accounts to spread the referrals message among its customers. Top performers were promised rewards such as a five-star resort stay. By recognizing the power of its employees and customers, Buffini & Company ended up with over 3900+ referrals, 1093 of which resulted in sales.

xMatters took advantage of customer happiness

The IT company, xMatters created an advocacy marketing campaign with the aim of bringing their customers closer. Their plan was simple: employ existing customers to speak at their annual Relevance Revolution conference in support of their products. 

In addition to the positive testimonials they achieved, xMatters’ team also ended up with heaps of content, especially case study videos recorded when selecting potential customer-speakers for the conference.


Advocate marketing is highly beneficial when done right, as the companies above show. And if there’s anything to learn from above, it’s that a unique advocacy proposition, putting your customers center stage and setting realistic goals are the best ways to go about advocacy marketing in your own business.

Author’s bio:

Tiffany Harper is a talented writer from New York, an extremely active woman, and a real leader. She began her career as a journalist and later proceeded as an educational writer and editor. Now she works as an experienced freelance consultant with essay writing service, best paper writing service, mostly in technology, business and resume writing services, education area. Please do not hesitate to contact her on Twitter.

Why You Should Say Yes to Online Communication Skills Courses

Have you ever had difficulties speaking in front of a large group of people? Did you notice that your last couple of job interviews didn’t go so well? Was there ever a time where you found it difficult to express yourself?

If the answer to any of these questions is yes, your communication skills might need a fix. There is no need to worry because communication is a skill like any other – it can be practiced. To get the instructions you need, you might want to try taking a free online communication course. Why? Let’s see!

Why should you say yes to free online communication skills courses?

A novelty in recent years, free online communication courses have emerged as a great aid for people of all walks of life. From students to CEOs, nobody is perfect in any skill. For years, there has been a wrong assumption that communications skills are something you’re born with. Thankfully, this isn’t true.

Communication is an ordinary skill, but it’s interpreted in a wrong way because of its complexity. To communicate efficiently, you have to express a thought in a form that’s almost identical to your initial idea. Mastering this skillset takes time, but free online courses have emerged as a premium solution.

More people than ever are signing up for online courses because they are simple and provide great results. Unlike traditional seminars and training sessions, online communication skills courses can be taken at any time.

A non-fixated schedule is ideal for students, businesspeople and just about everyone who has a packed daily schedule. With the help of experts, you can perfect your ability to express thoughts and perform in just about any environment.

An underrated benefit of free online communication skills courses is privacy. Many brilliant people shy away from live training and seminars. With online courses, they can work on their expression in the comfort of their own home. Such a setup gives people all the time in the world to better themselves.

Where will I be able to see results after taking a free online communication skills course?

Everywhere! Communication isn’t centered just around a formal or professional setting. By bettering your communication, you will see your life flourish in a multitude of ways.

Nelly Ferguson, editor for a cheap writing services platform and Careers Booster team manager, says, ‘’Simple conversations in everyday situations will go much more smoothly. Also, you will resolve problems more efficiently and be a better mediator, both in personal situations and when faced against professional conundrums.’’

Most importantly, better communication results in self-confidence. As your communication improves, your performance in all facets of life will be drastically better.

Key areas are often missed out during your formal education. The skill gap in problem solving and effective communication ability during the schooling or even during an MBA are overlooked.

For all these reasons, you should say yes to free online skills courses. But which one should you choose for building communication skills? Let’s take a look at some of our top choices as seen on Alison.

1. Diploma in Communication Skills

In this course, you will encounter a program that lasts up to 15 hours. There are multiple phases, for which you are assessed for progress. In the end, you will get a certification, which many courses don’t offer nowadays.

For your CV, there is nothing better than having certificates for each of your skills. Employers will not only notice your excellent communication skills, but they will also be delighted because you have a written proof.

When exploring this course, we immediately appreciated the versatile approach. Unlike many other free online communication skills courses, this one approaches communication from “all sides.” As you go through the lessons, you will focus on each of the following communicational categories:

  • Perception

  • Group dynamics

  • Persuasion

  • Individual expression

  • Body language

All the lessons are constructed using a mixture of theory and practice. Not only will you dissect every situation and define its parts, but you will also focus on body language and other forms of expression.

Leadership techniques are also covered, making this course one of best specializing in both personal and business communication. For both professionals and younger people, you can’t go wrong with this course.

2. Introduction to Communication Skills

Don’t let the “introduction” part fool you. From the very start, this course acts aggressively so that you can get proper preparation for all communicational situations.

What we loved about this course the most is the fact that even the most complex business aspects are approached from an everyday perspective. For those that have never had experience with online communication skills courses, this 2-3-hour guide would be a great start.

In it, you will learn the basics of communication and deconstruct conversational channels. A very important aspect of this course is the coverage of barriers, misunderstandings, and lapses. For anyone struggling with expressing themselves, the explanations and solutions in this introductory course are simple, yet effective.

An important aspect of this course is listening exercises. Once you learn how to listen and observe, you will become a much calmer speaker, and your thoughts will be much more coherent.

Culture, body language, and different contexts are also discussed. A unique part is the lesson about silence and how can it be used as a tool when communicating.

3. Communication Skills – Perception and Nonverbal Communication

If you’re preparing for the next round of job interviews, you might want to give this short course a try. Even though it lasts only 2-3 hours, it expands on a broad range of topics connected to communication.

A focus is placed on understanding and how can a person use his senses to perceive things much more efficiently. With more information acquired, your communicational skills will know no limits.

“Too many courses omit this part, but we loved the well-rounded approach this particular communicational skills course has.”, Brittany Sims, says, the people manager of Resumes Planet and UK Careers Booster, with the huge resource management experience.

The thing that you might want to pay the most attention to is non-verbal communication. With a great emphasis on this particular communicational facet, this course will teach you all the necessary tricks.

From using your body language to send a message to shaking hands, it covers all the necessary ins and outs of professional communication.

Concepts of space and gestures are also covered, showing you the advantages of both small and big rooms. Perhaps the most interesting lessons are the ones that focus on facial expressions and how can they be controlled.

Since this is an issue for most people, learning it will be immensely valuable. If you want to experience communication like never before, give this course a try.

4. Communication Skills – Persuasion and Motivation

A completely opposite course, this one dwells more on the facet of acting and using your skills to your advantage. To get an all-around coverage of communication skills, you can combine it with the previous one.

The art of persuasion is a mysterious one, but it gets more entertaining as you learn the tricks needed to master it. First, the course tackles the benefits of persuasion and how we subconsciously use it on a daily basis.

With an excellent psychological basis, this course teaches you how to rule over your mind and consciously act in a persuasive and motivational manner. Leaders and those who work in teams will find this course useful for projects of all types and sizes.

What surprised us is the fact that this course also analyzes negative uses of persuasion. After passing it, you will know how to recognize manipulation, Stockholm syndrome and much more. In the business world, it’s important to “know thy enemy.”

Negotiation is also a topic, as you will be immersed in the world of different skills needed for this activity. For group-oriented professionals and students, this course is essential.

5. Communication Skills – Group Work and Networking

Even the most skilled communicators find group work an obstacle. Different mindsets and different goals can be hard to synchronize, but with this course, you will be a skilled leader.

Right from the get-go, the lessons cover the importance of building and maintaining relationships. Various types of groups are covered, and there are tests involving each one.

For example, a lot of sales-based organizations operate on a system that runs on data. And they get the best results when the sales team is spending most of their time pitching to potential clients – it means that they have to communicate with the customers, other words, they have to learn the customer relationship management (CRM) and master the communication skills. although to manage that process is pretty difficult in a large organization, it is possible to do more productive with online courses.

Perhaps the best thing about this course is the focus on conflicts. Verbal and non-verbal conflicts are dissected, as a means of learning how to recognize problems before they even arise.

There aren’t many courses that cover the prevention of interpersonal problems, so we were delighted to see lessons dedicated to this particular subject.

Moreover, the values of compromise and forgiveness are highlighted, along with the significance of motivation. Orchestrating projects and working within a group will be much easier and more enjoyable, once you finish this 2-3-hour course.

To conclude

There are a million reasons to say yes to free online communication skills courses, but there are different ones. Each of our five favorites is different from the others and has some distinct advantages. For an ideal approach to communication skills, we would advise taking all five and amassing all the knowledge that’s available.