Steve Casey says, “Ah yes, the obligatory customer logo slide. As an analyst you get to see a lot of these. (Too many, perhaps.) Any more, these slides mean less and less.

What matters in the digital world — what Forrester calls the “Age of the Customer” — is not how many companies or organizations you serve, but how much they appreciate working with you — and whether or not they are willing to tell others that they do.

In B2B marketing, sharing customer logos is one small way of validating that you are an effective supplier of products and services. References are another. So are referred business and a host of other marketing programs aimed at turning customer goodwill into testimonial gold. In this digital age, where information accessibility and service-oriented business models favor buyers, it is essential to market with and through your advocates”.
Advocate Marketing Turns Goodwill Into Valuable Customer Engagement

The Forrester Blog

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