Customer engagement begins the moment a prospective client spots a mention of your company on social media, or hears about your product from a peer in their industry. Potential buyers are actively listening to what your current customers have to say, and, like many things in life, first impressions count.
In fact, according to a Forrester report, eight out of ten IT decision-makers rely on word of mouth marketing as their primary influencer when making buying decisions. That’s the power of advocate marketing.
In this post, I’ll introduce the concept of advocate marketing, share how Bluewolf has worked with Influitive to experience increased engagement with customer reviews, and explain what you should consider when getting started with your own review program.
Advocate marketing is a discipline that helps businesses capture the enthusiasm of their customers, partners, and employees, and turn that into a powerful force for igniting business growth. By using advocate marketing strategies and inviting advocates to have conversations with and about your brand, you can leverage the power of your most vocal evangelists to achieve business objectives such as increased brand awareness, demand generation, and revenue growth.
Still skeptical? Consider how much the business-to-business buying process mirrors how we buy as consumers:
Customer reviews on third-party websites also play a significant role, especially early in the buying process when buyers are considering multiple vendors.
Bluewolf understands first-hand the impact of customer advocacy, so before embarking on their own efforts to engage their global clients, they reached out to Influitive.
Influitive’s platform is a natural fit for a company already obsessed with customer engagement, and we’re really excited that Bluewolf has experienced some early successes with their new program, particularly in the area of customer reviews.
Because buyers place so much faith in customer reviews, Bluewolf has decided to focus a portion of its new advocate marketing program, Bluewolf Champions, on generating more genuine customer reviews of the services they provide.
Although there are a variety of sites that customers can visit to give reviews about products and services, Bluewolf has been concentrating on two sites:
Bluewolf understands that their clients are busy. They are confident that if they ask — and reward — their customers, their online customer review program will thrive.
Want more genuine customer reviews for your own products and services? Here’s how to get started:
Since launching the Bluewolf Champions program just over a month ago, Bluewolf has seen some promising results, discovering a whole new group of advocates they didn’t know existed.
Here’s the breakdown since launching:
Bluewolf is looking to build on these results by increasing the number of engaged advocates, as well as getting more C-suite and senior-level individuals involved. In my next post, I’ll shine the spotlight on how Bluewolf is building a customer community that allows them to better engage with their customers in the long run.
Chris Newton is VP of Business Development at Influitive.
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Bluewolf, an IBM Company, is a global consulting agency and proven Salesforce strategic partner that builds digital solutions designed to create results. Now.