{"id":12022,"date":"2024-11-19T10:24:21","date_gmt":"2024-11-19T15:24:21","guid":{"rendered":"https:\/\/www.sage.com\/en-ca\/blog\/?p=12022"},"modified":"2026-01-15T11:20:47","modified_gmt":"2026-01-15T16:20:47","slug":"unlocking-power-customer-advocacy-for-consistent-growth","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-ca\/blog\/unlocking-power-customer-advocacy-for-consistent-growth\/","title":{"rendered":"Unlocking the power of customer advocacy for consistent growth\u00a0"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tUnlocking the power of customer advocacy for consistent growth \t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \">Published <time class=\"entry-date published\" datetime=\"2024-11-19T10:24:21-05:00\">November 19, 2024<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"Unlocking the power of customer advocacy for consistent growth\u00a0\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-ca\/blog\/unlocking-power-customer-advocacy-for-consistent-growth\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n\t<\/header>\n\n\n\n<div class=\"wp-block-post-author has-dark-background-color alignfull\">\n\t<div class=\"container\">\n\t\t<div class=\"col\">\n\t\t\t\t\t\t\t<div class=\"co-authors\">\n\t\t\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-ca\/blog\/author\/yassirmalik\/\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/03\/Yassir-Malik.jpg\" class=\"entry-author__image\" alt=\"yassir-malik-profile-picture\" \/>\t\t\t\t<span class=\"entry-author__name\">Yassir Malik<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This blog will cover a topic that has shaped brands and driven growth for centuries: <em>advocacy<\/em>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In its most traditional form, advocacy is simply word of mouth. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But in today\u2019s complex marketplace, there is so much more that it can offer a brand\u2014especially when it\u2019s tracked, measured, and delivered effectively.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-here-s-what-we-ll-cover\">Here\u2019s what we\u2019ll cover<\/h4>\n\n\n<?xml encoding=\"utf-8\" ?><div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><ul><li><a href=\"#h-why-advocacy-matters-sara-s-story-nbsp\" data-level=\"2\">Why advocacy matters: Sara&rsquo;s story&nbsp;<\/a><\/li><li><a href=\"#h-the-true-value-of-advocacy-beyond-dollars-nbsp\" data-level=\"2\">The true value of advocacy: Beyond dollars&nbsp;<\/a><\/li><li><a href=\"#h-the-impact-of-advocates-nbsp\" data-level=\"2\">The impact of advocates&nbsp;<\/a><\/li><li><a href=\"#h-understanding-and-engaging-your-advocates-nbsp\" data-level=\"2\">Understanding and engaging your advocates&nbsp;<\/a><\/li><li><a href=\"#h-the-dimensions-of-value-economic-symbolic-functional-and-experiential-nbsp\" data-level=\"2\">The dimensions of value: Economic, symbolic, functional, and experiential&nbsp;<\/a><\/li><li><a href=\"#h-the-virtuous-cycle-of-success-nbsp\" data-level=\"2\">The virtuous cycle of success&nbsp;<\/a><\/li><li><a href=\"#h-key-takeaways-for-building-an-advocacy-strategy-nbsp\" data-level=\"2\">Key takeaways for building an advocacy strategy&nbsp;<\/a><\/li><li><a href=\"#h-final-thoughts-nbsp\" data-level=\"2\">Final thoughts&nbsp;<\/a><\/li><\/ul><\/div>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner on-scroll-highlight__target\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Secrets of Successful CFOs<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Unlock the strategies of high-impact finance leaders<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-9cdb5ada-6f91-47d8-9e55-116f03f15ca7\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg\" class=\"single-cta__image\" alt=\"A woman working on a desktop computer in an office.\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-advocacy-matters-sara-s-story-nbsp\">Why advocacy matters: Sara\u2019s story&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s start with a personal story about Sara, who\u2019s made a lasting impression&nbsp;beyond that of \u201cjust\u201d customer. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sara is a consultant who uses software to manage her business finances. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She recently shared she had introduced Sage to three of her peers. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They have all since become <a href=\"https:\/\/www.sage.com\/en-ca\/sage-champions\/\" target=\"_blank\" rel=\"noreferrer noopener\">loyal customers<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s remarkable is that, according to traditional metrics in the wider world, Sara would be considered an \u201caverage value\u201d customer. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But her impact goes far beyond that single label. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sara\u2019s enthusiastic recommendations have driven value that could be missed if you only look at her transactional worth.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sara represents a much larger pool of customers who consistently create value by advocating for brands, but her story is not unique to Sage.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In each of your markets, you have customers like Sara, individuals whose influence extends beyond their immediate purchase. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By recognizing and nurturing these advocates, brands can unlock a network of loyal supporters who amplify the brand message in ways that traditional marketing can\u2019t.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy is about giving the \u201cSaras\u201d of the world the spotlight they deserve, and by doing so, discovering immense value.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-true-value-of-advocacy-beyond-dollars-nbsp\">The true value of advocacy: Beyond dollars&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When <a href=\"https:\/\/www.sage.com\/en-ca\/success-stories\/\" target=\"_blank\" rel=\"noreferrer noopener\">customers<\/a> advocate for a brand, they offer something beyond monetary value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their support becomes priceless. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In marketing, the focus can often be on customer lifetime value (LTV), growth, reach, and brand reputation\u2014all of which advocacy can significantly enhance. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy drives organic reach, builds credibility, and, most importantly, it cultivates a sense of community and trust around the brand.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s explore these benefits in more detail:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-retention-and-lifetime-value-ltv\">1. <strong>Retention and Lifetime Value (LTV)<\/strong> <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy strengthens customer retention by creating environments where customers engage with each other. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When customers feel valued, they\u2019re more likely to stay loyal, leading to increased LTV.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-growth-and-new-customer-acquisition\">2. <strong>Growth and new customer acquisition<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy doesn\u2019t only drive retention; it fuels growth. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocates like Sara help new customers make informed buying decisions. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through reference calls, reviews, case studies, and word of mouth, advocates provide the social proof that new customers need to choose your brand.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-extended-reach\">3. <strong>Extended reach<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Advocates extend a brand\u2019s reach by sharing their experiences within their networks, often before you even realize a prospect is interested. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This organic word-of-mouth marketing is invaluable and has been a key <a href=\"https:\/\/www.sage.com\/en-ca\/blog\/category\/growth-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">growth<\/a> driver for centuries.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-of-advocates-nbsp\">The impact of advocates&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take a deeper look into the impact of advocates. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Forrester, 84% of decision-makers consider customer references critical when making buying decisions. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, 60% of sales pipelines are lost to \u201cno decision\u201d because prospects are uncertain about the product\u2019s value, and 64% of buyers struggle to differentiate between brands. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is where advocates like Sara become invaluable, helping your brand stand out by communicating the unique value it offers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every day in the life of an advocate like Sara, she\u2019s meeting clients, attending networking events, sharing advice, and building relationships. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even if your product is just a small part of her day-to-day, it\u2019s embedded in her routine and in the broader context of her life. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocates like Sara operate as brand ambassadors, expanding your reach to potential prospects and contributing to your market presence even when you\u2019re not there.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When Sara shares her experiences with someone, she is adding to a set of intangible yet impactful metrics. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While these metrics may be harder to quantify, they\u2019re happening in real time, influencing your brand\u2019s reputation and reach. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy brings together the big picture of customer loyalty, trust, and social proof\u2014factors that are harder to measure but have a profound impact on long-term success.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-understanding-and-engaging-your-advocates-nbsp\">Understanding and engaging your advocates&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">So, who are these advocates, and how can brands connect with them? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To begin, it\u2019s essential to remember that advocates are individuals, not merely personas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the creation of personas helps to identify common themes, true advocates are unique people with diverse stories, backgrounds, and motivations. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To build a relationship with them, brands must recognize these individual characteristics and engage them on their terms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Using Sara as an example, here\u2019s what you know about her:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>She\u2019s a business consultant for startup CEOs.&nbsp;<\/li>\n\n\n\n<li>She mentors students at a business school.&nbsp;<\/li>\n\n\n\n<li>She\u2019s published articles on \u201cMindset Frameworks.\u201d&nbsp;<\/li>\n\n\n\n<li>She enjoys hiking and the outdoors.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These traits give us valuable insights. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sara is a thought leader in the startup space, cares deeply about community, and has a sense of responsibility toward the next generation of business leaders. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you know what interests her, who she trusts, and what she\u2019s comfortable with, you can engage with her in ways that align with her values and passions.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-dimensions-of-value-economic-symbolic-functional-and-experiential-nbsp\">The dimensions of value: Economic, symbolic, functional, and experiential&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To build effective advocacy, use the four core dimensions of value, as&nbsp;identified by Forrester. Here\u2019s how these values apply to interactions with advocates:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-economic-value\">1. <strong>Economic value<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">This might include a competitive pricing proposition or productivity features that save time. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These offerings can serve as a foundation for advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-symbolic-value\">2. <strong>Symbolic value<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">This builds loyalty by fostering a sense of pride and belonging. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When customers feel connected to your brand\u2019s mission, they\u2019re more likely to share their positive experiences.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-functional-value\">3. <strong>Functional value<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">This is product focused. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, Sage added a \u201cpay now\u201d button to its invoicing tool to help customers like Sara receive payments faster. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This simple feature improves her business\u2019s cash flow, which she can reinvest, allowing her to talk about her experience positively with others.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-experiential-value\">4. <strong>Experiential value<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">This focuses on creating meaningful, relevant experiences. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To help Sara expand her influence, Sage invited her to contribute as a speaker in startup communities, positioning her as a thought leader while strengthening her connection to the brand.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By understanding these dimensions, you can tailor your interactions with advocates like Sara, packaging your offerings in ways that align with her needs. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This not only drives loyalty but enables them to advocate for you naturally.&nbsp;<\/p>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner on-scroll-highlight__target\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Secrets of Successful CFOs<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Unlock the strategies of high-impact finance leaders<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-9cdb5ada-6f91-47d8-9e55-116f03f15ca7\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg\" class=\"single-cta__image\" alt=\"A woman working on a desktop computer in an office.\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-virtuous-cycle-of-success-nbsp\">The virtuous cycle of success&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy creates a virtuous cycle that benefits both the customer and the brand. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how it works:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-increased-product-usage\">1. <strong>Increased product usage<\/strong> <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Sara\u2019s advocacy leads her to use the product more frequently. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance, with the \u201cpay now\u201d feature, she can reinvest her earnings quickly, deepening her commitment to the software.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-new-customer-acquisition\">2. <strong>New customer acquisition<\/strong> <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">By introducing advocates like Sara to new startup communities within your network, she can reach potential clients. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This strengthens your advocacy index within that market, driving both brand loyalty and new customer acquisition.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-brand-expansion-and-market-reach\">3. <strong>Brand expansion and market reach<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">As Sara shares her experience, she helps expand reach. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, Sara\u2019s advocacy could reach a new micro-vertical and help you build a strong lead pipeline in a new space.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy is not just about solving one problem\u2014it\u2019s about fostering a range of positive outcomes. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is called the virtuous cycle of success, where every interaction between the customer and the brand strengthens engagement, enhances adoption, and fuels further advocacy.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways-for-building-an-advocacy-strategy-nbsp\">Key takeaways for building an advocacy strategy&nbsp;<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-get-to-know-your-customers\">1. <strong>Get to know your customers<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy begins with understanding. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Get a pulse on your customers\u2019 needs, preferences, and goals. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019re likely already gathering this information through customer research, events, and conversations with your sales team. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use it to build targeted, goal-based advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-set-boundaries\">2. <strong>Set boundaries<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Not every happy customer is an advocate. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than relying on broad post-event surveys, seek out customers who have taken specific actions that demonstrate advocacy. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance, Netflix asks new users if they joined based on a recommendation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Focusing on real behaviour rather than hypothetical responses provides a clearer picture of advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-foster-team-collaboration\">3. <strong>Foster team collaboration<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy isn\u2019t a solo endeavour. It\u2019s a team effort that involves product, marketing, sales, and customer success. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy requires alignment across departments to ensure that every interaction reinforces the brand\u2019s value.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-get-close-to-the-commercials\">4. <strong>Get close to the commercials<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Show stakeholders the tangible value of advocacy. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Share how metrics like LTV, growth, and reach could be positively impacted by advocacy efforts. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aligning advocacy with commercial goals demonstrates its relevance to the bottom line.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-5-create-an-alignment-across-the-team\">5. <strong>Create an alignment across the team<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">To bring advocacy initiatives to life, teams must commit to shared goals and values. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When your cross-functional team is geared up to build experiences that matter to customers, advocacy can flourish, and customers become loyal ambassadors.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts-nbsp\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy is more than a marketing tactic\u2014it\u2019s a long-term strategy that builds lasting relationships and drives consistent growth. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As you\u2019ve seen with Sara, advocacy\u2019s true power lies in the way it goes beyond transactions, creating a sense of community and shared purpose. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By fostering advocates, brands gain invaluable support from customers who believe in their mission and spread that passion to others.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, an effective advocacy program is about delivering consistent value, fostering trust, and building genuine relationships. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By doing so, you create advocates who will continue to support, share, and celebrate your brand, driving sustainable growth for years to come.&nbsp;<\/p>\n\n\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner on-scroll-highlight__target\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice Newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p class=\"cta-content__title\">Get a roundup of our best business advice in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-8949a954-88b2-43bb-8b8a-77c53eb34350\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n<section class=\"more-topics alignfull has-grey-light-background-color wp-block-sage-post-topics\">\n\t<div class=\"container\">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col col-12 col-lg-4\">\n\t\t\t\t<h3 class=\"more-topics__title h2\">Browse more topics from this article<\/h3>\n\t\t\t<\/div>\n\t\t\t<div class=\"col col-12 col-lg-8\">\n\t\t\t\t<ul class=\"post-tags__list\">\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/customer-relationships\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tCustomer relationships\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/how-to-grow-your-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\thow to grow your business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/midsized-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tmidsized business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/small-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tsmall business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<div class=\"alignfull wp-block-sage-related-posts\">\n\t<section class=\"related-posts card-grid has-dark-background-color\">\n\t<div class=\"container\">\n\t\t\t\t\t<div class=\"row\">\n\t\t\t\t<div class=\"col\">\n\t\t\t\t\t<h2 class=\"related-posts__heading related-posts__heading--featured h1\">Explore more wisdom<\/h2>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"row related-posts__featured\">\n\t\t\t\t<div class=\"col card-grid__item\">\n\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-0 post-14816 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-accounting-101 tag-business-finances tag-expenses tag-financial-insights tag-profit-and-loss tag-small-business tag-tax business_type-small-business business_type-medium-business industry-healthcare card-post--is-clickable\"\n>\n\t<div class=\"card-post__media-wrapper\">\n\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-1440x810.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\t<\/div>\n\n\t<div class=\"card-post__content\">\n\t\t\t\t\t<div class=\"card-post__label\">Recommended<\/div>\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-07-20T06:21:32-04:00\">July 20, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">18 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h3\">\n\t\t\t\t\t\t\t<a\n\t\t\t\t\tclass=\"card-post__title-link\"\n\t\t\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/guide-to-dental-practice-accounting\/\"\n\t\t\t\t>\n\t\t\t\n\t\t\tDental practice accounting: A complete guide\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/p>\n\n\t\t\n\t\t\t\t\t<p class=\"card-post__description\">\n\t\t\t\tUnderstanding dental practice accounting helps your practice run smoothly and profitably, so you can spend less time on the books and more time on patient care.\t\t\t<\/p>\n\t\t\n\t\t\t<\/div>\n\n\t<\/article>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"row related-posts__non-featured\">\n\t\t\t\t<div class=\"col col-12\">\n\t\t\t\t\t<h2 class=\"related-posts__heading related-posts__heading--more h4\">More on this Topic<\/h2>\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-1 post-14767 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-accounting-101 tag-business-continuity tag-financial-insights tag-how-to-grow-your-business tag-making-financial-decisions tag-midsized-business tag-small-business business_type-small-business business_type-medium-business\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/what-is-fair-market-value-fmv\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1272758830-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1272758830-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1272758830-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1272758830-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-07-16T05:26:46-04:00\">July 16, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">10 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tFair market value: What it is and how to calculate it\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-2 post-14756 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-accounting-101 tag-business-continuity tag-business-management tag-expenses tag-small-business business_type-small-business\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/expense-management-automation\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1271694534-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1271694534-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1271694534-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1271694534-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-07-15T11:43:48-04:00\">July 15, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">11 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tExpense management automation: What it is and how it can benefit you\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-3 post-14733 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-accounting-101 tag-cash-flow tag-how-to-grow-your-business tag-small-business business_type-small-business business_type-medium-business\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/invoice-factoring\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1305268048-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1305268048-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1305268048-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1305268048-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-07-15T06:14:24-04:00\">July 15, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">12 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tInvoice factoring: How it works and why it can be useful\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-4 post-14714 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-accounting-101 tag-bookkeeping tag-cash-flow tag-small-business tag-staying-competitive business_type-small-business business_type-medium-business\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/accounts-payable-management-best-practices\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-684x384.jpeg\" class=\"card-post__image\" alt=\"A woman working on a desktop computer in an office.\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-684x384.jpeg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-768x432.jpeg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-07-14T12:28:30-04:00\">July 14, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">12 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tAccounts payable management best practices\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Advocacy is more than a marketing tactic\u2014it\u2019s a long-term strategy that builds lasting relationships and drives consistent 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