Why B2B advocacy is the smartest growth strategy

In today’s competitive B2B market, attention is hard to earn and even harder to keep. Having a great product or service is no longer enough to lead. What makes the difference now is trust. It’s the new currency of success, and the brands that know how to build it are the ones pulling ahead. 

According to Forrester’s 2023 B2B Brand and Communications Survey: 

• 90% of B2B buyers rely on peer recommendations 

• 85% trust reviews from users in their industry 

It’s a clear reminder: people trust people, especially those who’ve been in their shoes. 

That’s why one of the most powerful ways to grow your brand today is by letting your customers speak on your behalf. And that’s exactly where advocacy comes in. 

What is customer advocacy 

Customer advocacy is about empowering your satisfied clients to become credible, vocal ambassadors for your brand. The best advocates are those who’ve seen clear, measurable outcomes, and are willing to speak openly about the value your product or service has delivered. By helping shape their story in the form of a written success story or a filmed case study, you turn great results into powerful, peer-driven influence. 

Why customer advocacy matters 

If you can get your customers to explain why they chose you over your competitors and share the outcomes of this decision, that level of brand validation provides the reassurance buyers are looking for and helps de-risk their decision.  

In B2B, that might mean concerns around financial commitment, internal change management or the complexity of implementation. Hearing from a peer who’s already navigated those challenges and come out stronger can be the turning point. 

What can advocacy unlock for you 

Here’s what it can do: 

• Boost brand visibility: customer voices amplify your reach organically.

• Shorten sales cycles: real-world proof builds confidence and speeds up decisions.

• Strengthen loyalty: advocacy programmes increase engagement and encourage long-term relationships.

• Fuel product evolution: advocates provide honest, high-value feedback that helps you scale.

• Drive growth: Engaged customers come back, refer others and expand your impact. 

Advocacy builds the flywheel, and you’re the one who gets to keep it spinning. 

How digiio can help 

At digiio, we aim to help you stay on top, making sure your brand stands out. We specialise in bringing advocacy to life, turning your clients into your strongest storytellers. 

Here’s how we do it: 

Video case studies 

We create professional, authentic videos that showcase real outcomes and build the real confidence.  

Written success stories 

Clear, structured narratives that highlight your value in action and help your audience connect with the business value you deliver. 

Ready to elevate your brand with us? Explore how we can help. Our Services