This past week I joined more than 100 customer reference and advocacy professionals at the Summit on Customer Engagement in the Bay Area. I was there to learn as well as share what I've experienced with our customers at Influitive. The theme of the conference was to go broader when it comes to reference management and advocacy - to get to "the other 90%". While I came away from the conference with many great ideas and met some incredible marketers, my feeling is that most B2B organizations are not even close to leveraging all that their advocates have to offer. It was kicked off by Megan Heuer from the B2B think tank SiriusDecisions. She quickly threw down the hammer and set the bar very high for everyone that followed her. via @megheuer "Customer advocacy is the future of marketing" #amen #2014sce — Chad Horenfeldt (@ChadTev) February 25, 2014 "Customer advocacy is your unfair competitive advantage" - @megheuer , Sirius Decisions #2014SCE — Claire Grove (@ReferenceQueen) February 25, 2014 BAM!…