Today, the most important person selling your product or service is no longer you—it’s your customer. What’s important is customer engagement and how it benefits you, your customer, and your prospects. When it comes to customer marketing, you may have heard a few terms - Customer Advocacy, Customer Evidence, and Customer Reference. They all sound similar, and we may think we know what they are, but they are in fact quite different.

The term “advocate” is used everywhere when we talk about Customer Advocacy programs or activities, but it might not mean the same thing for every company. Are they companies or people?