On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI welcomes Andres Botero, Chief Marketing Officer at BlackLine (Nasdaq: BL).

A successful customer advocacy program turns loyal customers into spokespeople for your brand, making it one of the most effective forms of marketing. According to Gartner, more than 75% of B2B buyers consult three or more sources before they make a purchase decision.

In this session, Andres shares the playbook for turning customers into spokespeople. Specifically, Andres covers:

3:47 - Skills that are fundamental to a marketing leader

6:51 - What is advocacy marketing

8:54 - Key ingredients for building an advocacy program

12:57 - How to identify and target ideal customers

19:20 - How to incentivize customers to give testimonials

22:32 - Tools to scale customer testimonials and referrals

25:57 - Proving the ROI of customer advocacy

30:33 - Key metrics to stay on top of for a smaller company

34:53 - How to manage referenceable assets

Learn more at https://tractionconf.io

Connect with Andres Botero: https://www.linkedin.com/in/andresmbotero/

Learn more about BlackLine at https://www.blackline.com/

This episode is brought to you by:

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