When I think of advocate marketing, I think of Peter Secor.
During my time as CEO of eBillingHub from 2006 to 2010, Peter was one of our customers. To be perfectly honest, at the time I metaphorically referred to him as a “sneezer” (people who “sneeze” “infect” lots of others they come into contact with—kind of like going viral without the virus!). Between our company and him, we created a special relationship that played out like this: If we (the company) delivered the goods, he (the customer) would “sneeze” on others in his network. And man, did he have a network!
It turns out that we did deliver the goods. And true to his word, Peter “infected” as many folks as he could.
With Peter providing references for other potential customers, ...