S 01 Ep 23 | Enhancing the Buying and Selling Experience Mark Oregan founded Eloqua , which created the marketing automation category , then founded Influitive , which created the customer advocacy category , and now coaches B2B founders on category creation at Category Knights . In this episode Mark discusses Eloqua and how it did not start as marketing automation . The original product was a proactive chat tool , the company nearly went bankrupt four times , and the real category breakthrough came when Mark discovered that open source companies did not need more leads , they needed to know which leads mattered . Mark talks about Influitive and his core observation is that customer advocacy is not the same thing as customer satisfaction . A seven out of ten customer can be a more enthusiastic advocate than a ten out of ten customer , depending on whether you have given them a reason to care . The three things that actually drive advocacy , feeling like part of the team , seeing the impact they are making , and having their own career advanced by the association , are surprisingly durable and surprisingly underused .