ANALYSIS: Turning ex-customers into advocates

We look at how B2B marketers can turn ex-customers into brand advocates

Unemployment in the UK has risen by over 80 per cent in the past year, giving rise to an army of redundant professionals. Out of work and likely to be suffering financially, these individuals may not represent a B2B marketer's initial or ideal target - but it would be unwise to strike them off your list.

By the time they get back into the workforce, you don't want to have lost your connection. Individuals won't warm to your brand if you drop them at the first sign of trouble. Relationships take time to build, and too often they are lost all too quickly.