How B2B companies can create customer advocates and win more clients

Don’t just sell a product once and then move on — turn that customer into an advocate who can yield longer-lasting benefits for your business.

So said a series of speakers at “How To Be Customer Obsessed in B2B,” a free event Tuesday at the 1871 tech incubator.

They recommended that companies build customer advocacy programs to formalize the process of getting existing customers’ support through word of mouth. A happy user is the best reference, after all. Publishing positive reviews on your website or encouraging users to recommend your software to others in their network are good strategies, they said.

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