What is the Difference Between Influencer Marketing and Advocate Marketing?


Influencer marketing and advocate marketing… Tomayto, tomahto? Not exactly.

Influencer marketing is when a company leverages a thought leader such as a blogger or consultant to promote their brand. B2B marketers often utilize “micro-influencers,” or influencers within a specific industry to promote their product or service to their niche audience.

Advocate marketing is when a company leverages the voice of their most loyal customers (or employees) to promote their brand.

Both influencer marketing and advocate marketing can benefit B2B companies in similar ways. They can:

  • Build trust and credibility quickly
  • Increase brand awareness
  • Support SEO efforts
  • Diversify social media marketing

However, advocate marketing can offer B2B companies some added benefits that influencer marketing cannot.

The Added Benefits of Advocate Marketing

Advocate marketing helps B2B companies:

  • Build customer relationships
  • Drive more referrals
  • Increase customer engagement
  • Generate more content (i.e., case studies, testimonials, etc.)
  • Costs significantly less than influencer marketing

When it comes to making buying decisions about B2B products, prospects want to hear from peers who have actually used the product. They look at online reviews, read case studies, and request customer references.

With advocate marketing, you’re taking the customers who love your product and giving them an opportunity to tell their friends, colleagues, and social networks about it.

Because your customers have firsthand experience with your product, they can speak authentically about your brand.

Learn More About Advocate Marketing

Interested in learning more about advocate marketing? Check out the resources below:

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