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This eBook includes the following formats, accessible from your Account page after purchase:
EPUB
The open industry format known for its reflowable content and usability on supported mobile devices.
MOBI
The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.
PDF
The popular standard, used most often with the free Adobe® Reader® software.
This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.
Download the sample pages (includes Chapter 1 and Index)
Foreword 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