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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships by Barbara Thomas

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5. The Power of One Advocate

One person really can make a difference.

Today’s successful marketing strategies are defined by their ability to drive increased business opportunities through promotional channels that generate thousands or millions of prospective customers. It is rare to find examples where a single person could make the difference between an organization’s success and failure. Yet, that is exactly what happened when one dedicated consumer embarked on an ambitious campaign that enabled eBillingHub to dramatically transform itself from a company about to close its door into a leading provider of online solutions for electronic invoicing. The resulting relationship between supplier and its determined advocate demonstrated the power ...

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