Influitive Corporation—a leading provider of customer advocacy and engagement software—today released its 2020 State of Customer Marketing Report.

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Following up on their 2017 benchmark report, Influitive surveyed over 200 customer marketers across 17 countries to understand the key values and quantitative impact of customer marketing programs.

Customer marketing remains a significant business contributor, with 93% of respondents classifying it as either important or very important. About 62% of responding companies said that customer marketing provided moderate or significant revenue gains over the past 12 months.

“Customer marketing is an ever-evolving role with increased responsibility and importance,” said Dan Cote, Chief Marketing Officer at Influitive. “Engaging customers through advocacy programs and online communities are key to cost-effectively achieving growth and retention goals, especially since COVID-19 changed the rules of engagement.”

Other key findings from the report include:

  • Customer advocacy and online communities continue to converge as 32% confirm that they are either considering or already in the process of merging these programs together.
  • Customer marketing activities and metrics have matured and diversified with 83% focused on case studies/success stories and 63% listing customer engagement as their top metric.
  • Advocacy continues to flourish as 65% have seen an increase in the number of customer advocates compared to last year.

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