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How to: Win brand advocates

How you can engage your customers to turn them into advocates that benefit your business

The key to winning loyalists that love your brand well enough to incorporate it into their future purchases is emotional engagement. As your B2B clients come to review you as a vendor – whether to weigh the value you add at renewal time or during the course of exploring new products – it’s important that you have hearts and minds in the room that you’ve already won over in the course of your relationship. A solidly useful product provided at a good value can win a user’s logical admiration and respect and lead to repeated purchases, but it’s brand marketing and forming emotional connections that turns mere contentment with a product into the passion to advocate for it and the business associated with that product.