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. This powerful synergy is at the heart of our approach to customer advocacy alliance, where shared purpose drives measurable impact.

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:

1. A company-wide ABX approach with full organizational support
2. A great product that customers genuinely love
3. 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. It’s a concept that perfectly complements insights from our earlier discussion on The BRAVE Approach to B2B Marketing—showing how authentic relationships can convert at scale. To see this approach in motion, explore an ABX alliance that drives revenue and how it translates strategy into tangible growth.

It’s a concept that perfectly complements insights from our earlier discussion on The BRAVE Approach to B2B Marketing—showing how authentic relationships can convert at scale.

Strategic Partnership in Action

What makes the Forter approach particularly effective is the deep operational alignment between their ABX and customer advocacy teams through regular meetings and shared OKRs.Their focus on clarity, shared goals, and cross-functional collaboration echoes the principles discussed in Drip No More: Redefining Nurtures—where smarter campaign design drives real engagement rather than automated noise.

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.

It’s another sign of how AI-powered insights in B2B marketing can strengthen human connection when applied thoughtfully within ABX and advocacy programs.

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.

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