Table of Contents

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

About the Author

Barbara Thomas is president of Creative Tactics and is recognized for helping large and small organizations with high-impact, award-winning programs. Known as BT to her associates, she offers the benefit of more than 25 years of experience with corporate and governmental institutions to engage their customers and turn them into advocates. Clients appreciate her clear, direct communication and insight into their business. As a Certified Direct Marketing and Certified eMarketing professional, BT is the recent winner of the 2016 Killer Content award and has served on boards of national marketing organizations, speaks at marketing events, volunteers her time to mentoring, and provides pro bono marketing services to small independent business owners.

She and her husband live in North Potomac with their two dogs, one cat, and thousands of honeybees. BT is an award-winning beekeeper in the state of Maryland.