Inspiring customers to create content for you: a marketer’s guide

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Your buyers are afraid. It’s time for sales and marketing to talk about advocacy.

Despite all the marketing, nurturing and social selling your company does, one thing hasn’t changed: fear. Your buyers are still afraid of making the wrong choice. They don’t trust salespeople like you, so they’re turning to their peers to make those important buying decisions.

Every time their fear is substantiated by a negative review or a bad recommendation from a peer, it kills your pipeline. When they don’t hear about your brand through positive word-of-mouth, it kills your pipeline. One deal at a time. Dead.

There’s only one thing that can put their minds at ease: advocacy from your happy customers. You can’t just cross your fingers and hope it happens: it’s time for sales and marketing to have a tough conversation about making advocacy more than just a “happy accident”.

Download this short guide to prepare for that conversation.


Content marketing is broken. B2B buyers (83%) are drowning in too much content. And only 9% trust vendor content, like white papers, when they do read it.

So what is working? User-generated content (UGC) – unbridled, raw, authentic content created by customers, for (future) customers. With B2B buyers scouring social networks, online reviews and third-party sources for authentic content to inform their purchasing decisions, marketers need to infuse a trustworthy voice every step of the way.

In Inspiring Customers To Create Content For You: A Marketer’s Guide, successful marketers explain in their own words how they:

  • Engage customers to improve their content ideas and strategy
  • Save time and resources by getting customers to create content
  • Increase the reach of their content through their customer’s social networks
  • Inspire customers to create valuable UGC on third-party websites

Inspiring customers to create content for you: a marketer’s guide

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