In this article, I’ll share the key lessons and strategies that have helped me successfully build and manage customer advocacy programs, from the importance of personal connection to thinking outside the box and being authentic.

Ari Hoffman and Gillian Farquhar, VP of Global Customer Marketing, continue their conversation about customer marketing stability during times of economic uncertainty. In this episode, they discuss involving advocates and employees to support bottom-line success.

Irrational advocacy, a term that might seem contradictory, refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning.