Brand advocacy in B2B businesses

If you havent seen B2B magazine's recent article on Word-of-mouth in B2B companies, you should check it out. Here are the highlights of the article:

  1. Identify your strongest customers by asking them how likely they are to recommend your products. You can use the Net Promoter Score (NPS) from Bain to determine the rating or use your own home grown system
  2. Once you have ID'd these customers, ask them to write a review about their experience with your products 
  3. Once they have written a review, ask them to share it (Facebook is the most popular way folks share these reviews).

Its a very instructive read and the article highlights one of the primary players in the Brand Advocacy space for brands, Zuberance. They have a great solution to create 'advocate armies', put them to work for you, and track the efficacy of your brand's activities.