The role of advocacy continues to expand. Compared to 2013, more companies now focus on current customers as both a source of revenue growth and a resource for encouraging new buyers. In 2015, 85 percent of companies indicated that their advocacy efforts include non-reference customer marketing efforts (e.g. events, advisory boards, content, communities), compared to just 59 percent in 2013. Companies that broaden the reach of their advocacy programs can more efficiently leverage their activities and benefit from a more consistent experience for customer advocates.