Advocacy marketing is a type of marketing that emphasizes using the voice of the customer to talk highly about a company and its products as a way to build an authentic and trustworthy brand. For example, a B2B brand may include quotes from user reviews of their product within marketing collateral and on landing pages. The reviews help potential customers identify with the current users' pain points and learn more about the company through 3rd party viewpoints, and not just the company's branding message. The ultimate goal from this is to build trust and increase conversions. This internet marketing term was graciously provided by Kelsey Reaves at TrustRadius, a leading review site for business technology, serving both buyers and vendors.