The ABX+Customer Advocacy Alliance That Drives Revenue
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The ABX+Customer Advocacy Alliance That Drives Revenue
B2B marketers constantly search for strategies that transform marketing from a cost center to a revenue engine. At Inverta, we've long advocated that the most powerful marketing happens at the intersection of strategy and execution—and nowhere is this more evident than when account-based marketing and customer advocacy teams align their efforts strategically.
In our latest RevRoom podcast episode, we explored how this alignment creates a revenue-generating flywheel that outperforms traditional approaches. Host Rachel Bryant sat down with David Coates, Senior Director of Customer-Led Growth, and Ivonne Smith, Director of ABX, both from Forter, to unpack their innovative approach that doesn't rely on lavish budgets but instead leverages authentic customer relationships to influence high-value prospects.
The Three-Legged Stool for Success
The Forter team described their "trifecta" for successful integration of ABX and customer advocacy:
- A company-wide ABX approach with full organizational support
- A great product that customers genuinely love
- Strong customer advocacy that elevates customer stories and brands
This three-legged stool creates what David calls a "community flywheel" where prospects and customers feel they belong to something larger than just a vendor relationship.
Strategic Partnership in Action
What makes the Forter approach particularly effective is the deep operational alignment between their ABX and customer advocacy teams with regular team meetings and shared OKRs. The partnership focuses on being intentional about bringing customers into the right conversations with prospects in authentic ways.
Real-World Examples That Drive Revenue
The podcast revealed several tactical examples of how Forter implements their ABX-advocacy alliance and how the partnership between ABX and customer advocacy at Forter has delivered tangible business results.
Ivonne shared that Forter's top sales rep began his quarterly business review by stating, "I will never work for an organization that doesn't have an ABX program," demonstrating the value their approach brings to sales teams.
The Revenue Flywheel Effect
What makes this approach so powerful is the self-reinforcing nature of the strategy. As David explained, when done correctly, "You're creating a community flywheel. You're creating a personal flywheel for people to want to feel like they belong."
This flywheel effect not only accelerates deals but creates advocates who actively want to help win new business—not because they're incentivized, but because they genuinely believe in the product and value the community they've joined.
Ready to Transform Your Marketing Approach?
If you're looking to break down silos between your marketing teams and create a more cohesive revenue engine, this episode provides a blueprint for success. Listen to the full conversation on The RevRoom podcast to hear more insights, examples, and implementation tips from David and Ivonne.