Who sells your products or services? This may seem like a silly question, the answer being of course, the sales & marketing team. But increasingly, the most important person selling what you’re offering is — your customer.
More specifically, your customer advocates. And, as buyers increasingly expect to learn about products and services from their peers who are using them, companies are getting more creative at putting their happy customers in front of those buyers. The forms that this kind of community marketing can take are varied, and might include straightforward references and referrals, customer blogging or video (an area of exceptional creativity), participating in communities, associations or consortiums, speaking at industry events…it’s a growing list.
See on blogs.hbr.org