What is an Advocate?

1. Introduction

An advocate is a person or organization that actively promotes a brand, product, or solution. They share positive experiences and champion its value. This promotion often influences others' purchasing decisions. For example, an IT channel partner might advocate for a software vendor. They share their success in implementing the software for clients. This helps the vendor attract new partners to their partner program.

Advocates build trust through authentic recommendations. They provide testimonials, case studies, and word-of-mouth promotion. In manufacturing, a distributor can advocate for a specific equipment manufacturer. They highlight the equipment's reliability and efficiency to potential buyers. This strengthens the manufacturer's channel sales efforts. Advocates are crucial for expanding a partner ecosystem.

2. Context/Background

The concept of advocacy is not new. Word-of-mouth referrals have always driven business. In today's digital world, advocacy takes on new forms. Social media and online reviews amplify an advocate's voice. Strong advocates help overcome buyer skepticism. They provide credible, third-party validation. This is especially important in complex B2B sales cycles.

For partner ecosystems, advocates are essential. They can be customers, employees, or channel partners. A partner program thrives on positive external validation. Advocates help recruit new partners. They also help existing partners sell more. They build a reputation of reliability and success.

3. Core Principles

• Authenticity: Advocates share genuine experiences. Their recommendations are believable.
• Credibility: Advocates are trusted sources of information. Their opinions carry weight.
• Influence: Advocates inspire others to action. They can drive purchasing decisions.
• Reciprocity: Advocates often receive recognition or benefits. This encourages continued support.
• Visibility: Advocates share their stories publicly. This increases brand awareness.

4. Implementation

1. Identify Potential Advocates: Look for satisfied customers, successful partners, or engaged employees.
2. Gather Success Stories: Collect testimonials, case studies, and usage data.
3. Provide Advocacy Tools: Offer templates for reviews, social media posts, or presentation slides.
4. Recognize and Reward: Acknowledge advocates publicly. Offer exclusive access or incentives.
5. Support Sharing: Create platforms for advocates to share their experiences easily.
6. Measure Impact: Track how advocacy influences sales, recruitment, or brand perception.

5. Best Practices vs Pitfalls

Best Practices (Do's)

• Do actively seek out and nurture advocate relationships.
• Do provide clear guidelines for sharing information.
• Do personalize your interactions with advocates.
• Do listen to advocate feedback to improve offerings.
• Do showcase advocate successes prominently.

Pitfalls (Don'ts)

• Don't force advocacy; it must be genuine.
• Don't over-incentivize to the point of artificiality.
• Don't neglect to follow up with advocate leads.
• Don't fail to recognize their contributions.
• Don't make sharing difficult or time-consuming.

6. Advanced Applications

1. Formal Advocate Programs: Create structured programs with tiers and benefits.
2. Referral Networks: Establish systems for advocates to refer new business or partners.
3. Co-Selling Initiatives: Involve channel partners as advocates in joint sales efforts.
4. Content Creation: Partner with advocates to create case studies, webinars, or blog posts.
5. Event Participation: Feature advocates as speakers or panelists at industry events.
6. Product Feedback Loops: Engage advocates in early product testing and feedback.

7. Ecosystem Integration

Advocacy touches several POEM lifecycle pillars. During Recruit, advocates attract new channel partners. Their positive stories validate the partner program. In Enable, advocates share best practices and success stories. This helps other partners learn and grow. For Market, advocates generate organic buzz and credibility. Their testimonials are powerful through-channel marketing assets. During Sell, advocates can participate in co-selling efforts. They provide customer references that close deals. In Incentivize, recognizing advocates reinforces their loyalty. This encourages continued support and referrals. Advocacy is a continuous cycle that strengthens the entire partner ecosystem.

8. Conclusion

Advocates are invaluable assets. They extend a brand's reach and build trust. They do this through authentic recommendations and shared experiences. For partner ecosystems, advocates drive growth and credibility. They attract new partners and accelerate sales.

Building an advocate network requires strategic effort. It involves identifying, nurturing, and recognizing these key individuals. By doing so, organizations can significantly strengthen their partner relationship management. This leads to a more robust and successful partner ecosystem.