This Playbook provides marketers with a blueprint from which to build and manage a successful advocate marketing program; it's a detailed "how-to" guide based on proven best practices.

What's inside the Playbook

This Playbook is divided into four sections, each of which contains useful best practices, case studies and tools to help you create your own advocate marketing program:

1. Advocate marketing fundamentals
2. Organization, technology and metrics
3. The advocate marketing process
4. How to get started

Who should use the Playbook

Marketers who believe that their customers are their best assets and wish to leverage, scale and normalize the advocacy of their customers in current and future marketing programs will find it particularly useful.

How to use the Playbook

The Advocate Marketing Playbook focuses on how to create and manage an advocate marketing program. It doesn't spend a lot of time on what advocate marketing is or why it's important.

Think of the Playbook as a roadmap to guide you through the process of planning and launching your own advocate marketing program. Don't forget to set aside time to answer and discuss the worksheet questions with your colleagues as you go.