Overview

This article explores the concept of Advocacy Marketing, its importance in the modern business landscape, and how it differs from related terms such as Referral Marketing, word-of-mouth marketing, and peer-to-peer marketing. It also highlights the potential revenue growth that can result from a small increase in advocacy.

Information

What is Advocacy Marketing?

While often used interchangeably with the term advocate marketing, advocacy marketing tends to focus on the results generated from this marketing strategy — the advocacy. Advocacy marketing emphasizes the accumulated voice of as many advocates as possible.

Why Is Advocacy Marketing Important?

Buyers independently scour social networks and discuss the buying process with their peers. As a result, they are connecting with the sales team much later in the buying cycle, so their opinions are less malleable. Advocacy marketing formalizes this independent search process and mobilizes advocates to build a network of advocacy that moves far beyond traditional reference programs. With just a 12% increase in advocacy, on average, companies can experience a 2X growth in revenue, according to a report in the Harvard Business School Press.