How to Prove the Value of Your Customer Marketing Activities

Customer marketing is pivoting from this content advocacy focus to this demand generation go to market pipeline growth focus. There is more need to prove the value of the advocacy efforts to prove that they are, says Marketing professor at Harvard Business School John MacIntosh. "It's sort of having success be measured by ... I got seven UK studies this year and I got us from a 4.3 to 4.6 on whatever review site," he adds. 'That kind of thing is very hard to track'