Top 3 Advocacy Mistakes B2B Brands Keep Making (And How to Avoid Them)

Advocacy has become one of the most powerful strategies in B2B marketing. When customers, employees or partners speak on your behalf, it cuts through scepticism faster than any campaign your brand could create alone.

But here’s the challenge: many advocacy programmes underdeliver. They look good on paper, launch with excitement and then lose momentum. 

Why does this happen? 

Because brands fall into the same three traps, what we call the 3 SAMEs: 

• Same content 

• Same voices 

• Same results 

Here’s what that means and how to avoid them: 

1. Same Content 

Advocacy thrives on authenticity, yet too often brands rely on identical formats, rigid structures and predictable interview questions. A glossy case study might land once or twice, but audiences quickly lose interest when the story never evolves. 

Tip: The solution lies in variety and freshness. Consistency matters, successful formulas shouldn’t be abandoned, but you need to layer in new angles. If your last win was a strong written case study, consider turning the next story into a short video, a series of LinkedIn clips or a lessons-learned blog instead of another “challenge–solution–results” narrative. 

When you only tell one version, you leave most of the value on the table. Think ahead, anticipate what your audience needs and deliver it before someone else does.

2. Same Voices 

Another common mistake is spotlighting the same advocates repeatedly. Maybe it’s your most vocal customer or your go-to sales rep. While those voices are valuable, they don’t represent your entire audience. 

Tip: Advocacy works best when it reflects diversity: different roles, industries, regions and perspectives. A single story may resonate with one buyer persona, but a range of authentic voices multiplies reach and credibility. 

The broader the participation, the stronger your advocacy becomes. 

3. Same Results 

Sometimes the problem isn’t weak advocacy, it’s weak measurement. Brands often struggle not because their programmes are failing, but because they don’t track performance closely enough to see what’s working. 

Tip: To optimise advocacy, you need to measure it. Look at: 

• Engagement metrics: views, shares, clicks on advocacy content 

• Conversion impact: how often advocacy-influenced leads progress through the funnel 

• Advocate activity: who’s participating, how often and in which formats 

  
  

If you’re not looking at the data, you can’t learn from your wins or spot where momentum is slipping. Data doesn’t just record results; it drives better decisions. 

How digiio can help 

At digiio, we specialise in turning advocacy into a growth engine. From strategy to storytelling to distribution, we help brands design programmes that deliver measurable impact and avoid the pitfalls that hold so many back. 

We know how to find the right voices, capture authentic stories and scale them into content that moves pipelines forward.

Ready to transform advocacy into your most powerful marketing channel? Contact us.