Why brand advocates should be a part of your B2B marketing strategy

In the whirlwind of B2B marketing, where products and vendors are in constant flux, brand reputation is more critical than ever. It’s not just about delivering an outstanding product or solution—it’s about forging a meaningful connection with your buyers.  

If that sounds a bit sappy, think again. While we usually think of emotional branding as a B2C marketing thing, remember that those same folks are sitting on B2B buying committees. This is why building an emotional bond with your B2B crowd is key—and that’s where brand ambassadors step up. 

In this blog post, we’ll explore why brand advocates (aka brand ambassadors) can have a major impact on B2B buyers.  

Expanding upon the same insights from Digitalzone’s B2B Buyer Beat—a comprehensive 2024 report featuring research and survey results from 1,500 decision-makers worldwide— we’ll see how the people who represent your brand can be a game-changer in boosting your brand reputation among target audiences. 

Where brand reputation and human connection collide

Building a strong brand reputation isn’t a one-dimensional effort. It’s a multi-faceted endeavor that hinges on the quality of your product, the expertise you bring to the table, and perhaps most importantly, the emotional impact your brand has on your buyers. 

With an increasing focus on brand reputation among B2B buyers, establishing a human connection is no longer optional—it’s a necessity.  

The role of brand advocates

Brand advocates are the heart and soul of connecting companies with their audiences. They live and breathe the brand’s values, bringing genuine interactions to the table that really sway buyer decisions. 

The survey revealed that over half of buyers value one-on-one digital interactions—think short emails and virtual meetings with a real person. Supporting that, we also learned that their favorite way to find information comes from a person on behalf of the brand they are considering. 

In today’s market, where authenticity is a top priority for buyers looking for new vendors, brand advocates step up as the genuine voices that make your brand feel human and trustworthy to potential customers. 

Incorporating brand advocates into your strategy

Effectively integrating brand advocates into your B2B marketing strategy requires a thoughtful approach that identifies, empowers, and amplifies the voices of those who can genuinely represent your brand.  

Here’s how you can achieve this: 

Identify potential brand ambassadors

To really boost your brand advocates, it’s all about looking both inside and out. Start by tapping into the passion of your customer success teams, sales reps, and execs—they’re already big fans of your company.  

Then, take the same approach by reaching out to your client base, especially those who’ve had great experiences with your product or solutions.  

Mediums such as surveys, feedback forms, and social listening to find folks who are already shouting your praises or diving into your content online. By nurturing these budding relationships, you’re setting the stage for a loyal network of advocates that can keep your brand thriving and growing. 

Create a structured ambassador program

Develop a formal ambassador program to clearly define the roles and responsibilities of brand advocates, whether they’re internal, external, or both.  

From an internal perspective, a program should offer a structured framework on how employees are expected to contribute by sharing content, participating in events, or providing testimonials.  

For external ambassadors, it’s vital to maintain their motivation through tangible benefits of engaging with your brand, such as networking opportunities, exclusive insights, and professional development resources.  

These components not only enhance engagement but also play a crucial role in refining and optimizing your marketing strategy. 

Offer incentives

Boosting brand advocacy can be significantly enhanced by encouraging participation through well-thought-out incentives. Consider offering tangible rewards such as discounts, exclusive access to new products, or recognition through awards.  

On the other hand, intangible incentives, like public acknowledgment on social media or within company communications, can also serve as powerful motivators. By effectively leveraging both types of rewards, you can amplify the impact of your brand advocacy initiatives. 

Leverage social media platforms

Social media is your brand advocates’ secret weapon, giving them the chance to shine with testimonials, reviews, and insights from your thought leadership or research content.  

Encourage brand advocates to jump into LinkedIn, Facebook, Twitter, and Instagram with shareable content like branded graphics and hashtags to keep the vibe consistent.  

Hosting social media takeovers or live Q&A sessions? That’s where the magic happens—letting advocates share their authentic stories and spread the good word about your brand in real-time. 

Training and support

To ensure your brand advocates represent your company effectively, investing in comprehensive training is essential. Consider organizing regular sessions where advocates can deepen their understanding of your products and services while honing their communication skills through interactive activities.  

Providing resources like product guides and storytelling templates will empower them to speak confidently about your brand’s values. Regular check-ins, such as periodic group meetings or one-on-one chats, offer a platform for advocates to discuss any challenges they face and receive support.  

Creating an online community, perhaps via a social media group or a forum, encourages advocates to share experiences and insights, fostering a strong sense of belonging and commitment to your brand. 

Striking the balance

In a marketplace where authenticity and real connections are key, tapping into the magic of brand advocates can set you apart.  

By keeping things personal and genuine, your brand will naturally vibe with its target audience, creating meaningful bonds that can boost both relationships and your bottom line. 

Are you interested in learning more about the modern buyer beyond their love for brand advocates? Find out all of the top trends of today’s buyers and what really motivates their purchase decisions in our insights and trends report, the B2B Buyer Beat.