While I'm not always a fan of Jakob Nielsen, I agree with what he has to say about making your B2B site help your fans convince their bosses.

What web companies sometimes forget when they are designing clients' B2B sites is that B2B buyers go through a buying cycle and have established processes. In fact, when I was in sales, I always asked my business buyers "What do you need from me to help you sell this..."

This same thing applies with B2B websites - which is where "The Advocacy Kit" comes in.