Today, the most important person selling your product or service is no longer you—it’s your customer. This means it’s all about customer engagement and how it can be beneficial for you, your customer, and your prospects. It is important to keep in mind that though the names Customer Advocacy, Customer Evidence and Customer Reference may sound similar, they are different terms - which we will cover in more depth next.

The game has changed when it comes effective marketing for B2B businesses. It’s no longer enough to make branded content that speaks about your solution and its benefits, now, to be truly effective, businesses need content that speaks from experience. Your customer’s experience.

The journey from prospect to satisfied customer has evolved. There used to be greater need for salespeople to get involved earlier in the process in a more consultative and educational purpose. Now, with the integration of internet in every part of our lives, it’s no surprise that buying has changed too. And when it comes to marketing and selling and the volume of content (branded and otherwise) on the internet, brands need to find new ways to stand out.

With today’s environment of social media and ongoing communication between consumers and brands, our entire buying process has evolved dramatically. It's normal practice for people to research both their challenges and potential solutions before even beginning to engage with a company or a salesperson. This trend has been further supported by extensive content marketing carried out by brands and marketers alike; leading to more and more content about their solutions - and the situations that may necessitate them. 

Keep reading to find out why businesses need to adjust their marketing to get the most from the trend that is here to stay: customer evidence.