Operating Efficiently, In Alignment with KPIs, and Marketing Automation
5:11 "How do we make sure that the programs we have today are operating efficiently? Achieving operational excellence is key, so we’re not dropping the ball on any one program or overburdening ourselves with too many initiatives at once."
5:32 "We are focusing on aligning our programs to KPIs, so we know what we’re delivering for the business in any given quarter. It's crucial to marry that up with what the business needs."
6:20 "In a time where everyone's asked to do more with less, we need to be creative with marketing automation to scale our efforts, aligning advocacy plays to key customer journey points."
Building Advocacy Overtime, Long-Term Relationships, Scalable Advocacy
7:22 "We want to build advocacy relationships over time, not wait until the end of a customer’s success period and come in hot with asks."
7:55 "How do we give value, like profile-raising opportunities, without it being a hard ask for testimonials or references, to build long-term relationships?"
9:02 "We want to create scalable acts of advocacy like reviews, references, and referrals, engaging a wider pool of advocates while keeping high-touch engagements selective."
Recruiting Customers Who Leave Reviews
9:48 "At the six-month mark, we send an NPS survey, and if the customer is a promoter, we ask them for a G2 review, which drives most of our reviews today."
11:12 "If a customer leaves a review, we explore deeper engagement by asking them to join the reference program or provide a referral if they don’t fit our reference criteria."
Customer Journey, Data, Health Scores, Team Collaboration
12:36 "We manage customer journeys at both the account and user levels because an account might have different phases of success while individual users are continually engaging."
13:49 "We use Salesforce data and health scores to understand where accounts and users are in their journey, and adjust advocacy efforts based on those insights."
16:22 "We divide our advocacy programs into high-touch, time-intensive efforts like executive advocacy, and more scalable activities like reviews and surveys."
18:16 "We partner with customer success (CS) and operations to understand where customers are in their lifecycle and drive plays for advocacy engagement at key milestones."
Governance Structure with CS
19:02 "We have rules of engagement between CS and marketing. Just because both teams can drive customer engagement doesn't mean we should use the same tools or overlap efforts."
20:58 "We started building a governance structure for customer communications to prevent overlap and confusion, ensuring both marketing and CS work harmoniously."
Working with Product Marketing for the Right Messaging
24:20 "When planning lifecycle campaigns, we partner with product marketing to deliver cohesive messages across customer segments, integrating advocacy into retention efforts."
26:40 "Product marketing delivers messages and we develop the campaign themes, which ensures that customer advocacy is integrated with field programs like sales enablement."
Mapping Advocacy Engagement, Persona-Based Pyramid, Identifying Flags
28:32 "We map out advocacy engagement as a hierarchy, starting with smaller profile-raising activities before moving to more time-intensive asks like media opportunities."
29:44 "Our persona-based pyramid guides us in scaling advocacy, ensuring that even less-engaged advocates can contribute through reviews or referrals."
32:45 "We look for flags in customer data to trigger the right advocacy ask at the right time, from early relationship-building moments to high-impact success stories."
34:40 "During renewal or expansion phases, we align advocacy asks with the customer journey, while also supporting CSM-led account success plays."
Scaling without Losing Touch
36:22 "We focus on data-driven lifecycle advocacy, knowing that automation and personal outreach need to balance. That’s how we scale without losing touch."
39:05 "Our team uses a blend of scaled and high-touch advocacy efforts. For high-touch, we spend more time building personal relationships with key champions."
40:33 "We track every act of advocacy in our systems, ensuring that we don’t overburden customers but keep opportunities open for both low-lift and deeper engagements."
42:39 "We handle reference calls and RFPs as part of our advocacy efforts, balancing scaled automation with high-touch, tailored reference experiences for key accounts."
Advocacy Pipeline like a Sales Pipeline
45:58 "We manage our advocacy pipeline like a sales pipeline, focusing on healthy, mature accounts to drive high-value advocacy while engaging emerging advocates in smaller ways."
47:11 "When planning advocacy campaigns, we
break down the total addressable market (TAM) for advocacy into smaller, achievable segments based on account maturity and success."
49:33 "KPIs for advocacy can be tricky. While output metrics like content creation matter, the true measure is how well we support the business in meeting broader goals."
Managing References Based on Prospect/Customer Seniority
50:39 "We manage references through Influitive, combining automated reference requests for scaled engagements with white-glove service for executive-level references."
52:35 "We use Gainsight to measure account health, but also look at customer engagement with our content and directly observe conversations in Gong to gauge sentiment."
55:44 "Advocacy is a two-way street. We partner closely with marketing and sales to use advocacy programs as a way to help unlock accounts or deepen relationships."
5:11 "How do we make sure that the programs we have today are operating efficiently? Achieving operational excellence is key, so we’re not dropping the ball on any one program or overburdening ourselves with too many initiatives at once."
5:32 "We are focusing on aligning our programs to KPIs, so we know what we’re delivering for the business in any given quarter. It's crucial to marry that up with what the business needs."
6:20 "In a time where everyone's asked to do more with less, we need to be creative with marketing automation to scale our efforts, aligning advocacy plays to key customer journey points."
Building Advocacy Overtime, Long-Term Relationships, Scalable Advocacy
7:22 "We want to build advocacy relationships over time, not wait until the end of a customer’s success period and come in hot with asks."
7:55 "How do we give value, like profile-raising opportunities, without it being a hard ask for testimonials or references, to build long-term relationships?"
9:02 "We want to create scalable acts of advocacy like reviews, references, and referrals, engaging a wider pool of advocates while keeping high-touch engagements selective."
Recruiting Customers Who Leave Reviews
9:48 "At the six-month mark, we send an NPS survey, and if the customer is a promoter, we ask them for a G2 review, which drives most of our reviews today."
11:12 "If a customer leaves a review, we explore deeper engagement by asking them to join the reference program or provide a referral if they don’t fit our reference criteria."
Customer Journey, Data, Health Scores, Team Collaboration
12:36 "We manage customer journeys at both the account and user levels because an account might have different phases of success while individual users are continually engaging."
13:49 "We use Salesforce data and health scores to understand where accounts and users are in their journey, and adjust advocacy efforts based on those insights."
16:22 "We divide our advocacy programs into high-touch, time-intensive efforts like executive advocacy, and more scalable activities like reviews and surveys."
18:16 "We partner with customer success (CS) and operations to understand where customers are in their lifecycle and drive plays for advocacy engagement at key milestones."
Governance Structure with CS
19:02 "We have rules of engagement between CS and marketing. Just because both teams can drive customer engagement doesn't mean we should use the same tools or overlap efforts."
20:58 "We started building a governance structure for customer communications to prevent overlap and confusion, ensuring both marketing and CS work harmoniously."
Working with Product Marketing for the Right Messaging
24:20 "When planning lifecycle campaigns, we partner with product marketing to deliver cohesive messages across customer segments, integrating advocacy into retention efforts."
26:40 "Product marketing delivers messages and we develop the campaign themes, which ensures that customer advocacy is integrated with field programs like sales enablement."
Mapping Advocacy Engagement, Persona-Based Pyramid, Identifying Flags
28:32 "We map out advocacy engagement as a hierarchy, starting with smaller profile-raising activities before moving to more time-intensive asks like media opportunities."
29:44 "Our persona-based pyramid guides us in scaling advocacy, ensuring that even less-engaged advocates can contribute through reviews or referrals."
32:45 "We look for flags in customer data to trigger the right advocacy ask at the right time, from early relationship-building moments to high-impact success stories."
34:40 "During renewal or expansion phases, we align advocacy asks with the customer journey, while also supporting CSM-led account success plays."
Scaling without Losing Touch
36:22 "We focus on data-driven lifecycle advocacy, knowing that automation and personal outreach need to balance. That’s how we scale without losing touch."
39:05 "Our team uses a blend of scaled and high-touch advocacy efforts. For high-touch, we spend more time building personal relationships with key champions."
40:33 "We track every act of advocacy in our systems, ensuring that we don’t overburden customers but keep opportunities open for both low-lift and deeper engagements."
42:39 "We handle reference calls and RFPs as part of our advocacy efforts, balancing scaled automation with high-touch, tailored reference experiences for key accounts."
Advocacy Pipeline like a Sales Pipeline
45:58 "We manage our advocacy pipeline like a sales pipeline, focusing on healthy, mature accounts to drive high-value advocacy while engaging emerging advocates in smaller ways."
47:11 "When planning advocacy campaigns, we
break down the total addressable market (TAM) for advocacy into smaller, achievable segments based on account maturity and success."
49:33 "KPIs for advocacy can be tricky. While output metrics like content creation matter, the true measure is how well we support the business in meeting broader goals."
Managing References Based on Prospect/Customer Seniority
50:39 "We manage references through Influitive, combining automated reference requests for scaled engagements with white-glove service for executive-level references."
52:35 "We use Gainsight to measure account health, but also look at customer engagement with our content and directly observe conversations in Gong to gauge sentiment."
55:44 "Advocacy is a two-way street. We partner closely with marketing and sales to use advocacy programs as a way to help unlock accounts or deepen relationships."
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