All About Brand Advocates and Social Marketing
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Kim Johnston, VP of Marketing for Parallels, a desktop virtualization software company and also a Zuberance customer, was featured in BtoB Magazine today. In her conversation with CMO Close-Up, she discussed how the company is taking advantage of the trend of more Apple products moving into the enterprise, as well as how her experience at Symantec Corp. influenced her current approach.

The interview also highlighted the success Parallels has seen in energizing their Brand Advocates.

“Social for us is very two-way. We learn a lot from them, but it’s also a vehicle that we offer back out. In terms of customer advocacy, we turned on an advocacy program a couple of months ago through an agency called Zuberance. That program yielded well over 1,000 reviews, where business customers in their own words are talking about the impact that Parallels Desktop for Mac has had on their businesses. They’re not hesitating to share that with one another, too. The dialogue is so rich that the customers are sharing with one another. It’s been really nice to see that authentic word-of-mouth marketing is working and doing quite well,” says Kim Johnston.

Read the full BtoB “CMO Close-Up” here.

Kim Johnston was a guest speaker in a recent webinar, “How Box, AVG, and Parallels are Leveraging Customer Advocates to Drive Sales.” Click here to watch now.

I tweet, therefore I am.
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