Customer advocacy occurs when satisfied customers actively support, promote, or recommend a brand. Advocacy goes beyond loyalty as customers will voluntarily share their experiences to influence others.
In B2B, advocacy is built through strong customer success, consistent value delivery, and meaningful relationships. Advocates will often participate in case studies, referrals, reviews, or peer communities that support organic pipeline growth.
Organisations that invest in advocacy programmes see higher retention, stronger brand reputation, and more cost-efficient acquisition. When nurtured well, advocacy becomes a sustainable source of credibility and influence that supports every stage of the buying journey.
