Frameworks, proof points, and playbooks for field marketers, demand gen leaders, and CMOs building real distribution from events and people.
Advocacy-led growth is a go-to-market framework where the people who already participate in your business - event attendees, customers, employees, partners - become a compounding distribution engine. Here's how the ALG matrix works, how it differs from employee advocacy, and what it looks like at three levels of maturity.
Most companies measure event ROI by badge scans. Here's the framework field marketers use to amplify before, during, and after every conference - and the numbers that prove it works.
Most B2B demand gen teams spend $85K on an event, get 180 badge scans, then go back to paid channels to generate pipeline. The distribution channel they already paid for - 400 attendees, each with 1,000+ LinkedIn connections - goes completely unused. Here's the math most demand gen teams miss.
Product marketing teams spend months on launches and get 47 likes from colleagues. The problem isn't the product or the messaging - it's that launches rely on a brand page with no structural reach. Here's the framework that turns every launch into a distribution event.
Your B2B brand page gets 47 likes from the same colleagues every time. Meanwhile, 300 event attendees have 300,000 LinkedIn connections between them - and none of that network is working for you. The distribution channel isn't broken. It's misplaced.
