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

9. Citrix Moves from Customer Content Factory Model to Content Showroom

CIOs make purchasing decisions 25 percent faster when they’re supplied with a reference, according to a 2010 Gartner report.¹ Customer references are one of the best marketing tools a company has at its disposal, but many organizations aren’t tapping into the power of this resource. There are a couple of reasons why. Either they don’t know how to start or they don’t have resources to do so. How many times have you read an article in which the company tells you how terrific its products and services are but nowhere can you find verifications from its customers? Companies can say anything they want, right?

“Nothing sells better than customers selling to other customers.” This ...