Description
Book SynopsisTable of ContentsForeword ix Preface xiv Part I: Principles and Benefits of Advocate Marketing 1 Chapter 1: What Is Advocate Marketing? 3 Chapter 2: Why Is Advocate Marketing Important? 13 Chapter 3: The Net Advocate Score: Building on the Net Promoter Score 25 Part II: Case Studies and Best Practices: Words from the Experts 35 Chapter 4: Build an Advocate Recognition Engagement (ARE) Program 37 Chapter 5: The Power of One Advocate 53 Chapter 6: Breaking Past the “Press Release” Goal 61 Chapter 7: Overcoming Skepticism with Open Communications 71 Chapter 8: Innovative Marketing Strategy Propels Intel to Successful Global Product Launch 79 Chapter 9: Citrix Moves from Customer Content Factory Model to Content Showroom 91 Chapter 10: The Influential Power of Customer References 99 Chapter 11: Award Engagement Program Helps Win Two-Million-Dollar Contract 107 Chapter 12: Enthusiastic Advocates Help Businesses Drive Measurable Marketing and Revenue Performance 117 Chapter 13: The Paradox of “Do as I Say, Not as I Do” 127 Chapter 14: Survey Says: Engage Your Advocates as Partners at Every Opportunity 135 Chapter 15: Advocates Turning Rogue: The Importance of Reputation Management 143 Chapter 16: Best Practices for Creating a Project Management Plan for an Advocate Recognition Engagement (ARE) Program 155 Chapter 17: Best Practices in the B2B Customer Advocacy and Reference Industry 165 Chapter 18: Best Practices for Measurability 173 Chapter 19: Epilogue: What’s Next? Using What You Have Learned 193 Interviewees’ Contact Information 199 Index 201
