Entries by David Sroka

7 Tips for Launching a Customer Advocate Program

One of the biggest hurdles in launching a customer advocate program is changing behavior, particularly when that program includes using new technology and instituting different processes. After all, most sales and marketing people aren’t technology wonks or process geeks. Many of our customers have achieved awe-inspiring results by leveraging our best practices combined with their […]

How to Reward for Customer Advocate Program Success

The topic of rewarding customers for being references has always elicited a spirited debate. The same goes for spiffs for Sales and other teams that are part of the customer reference ecosystem. What’s the debate all about? In the case of rewarding customers for acting as references (e.g., reference calls, press, etc.), the main objection […]

Engaging Salespeople in Customer Advocate Programs

Sometimes salespeople act like Greta Garbo―they just want to be left alone to do their thing in peace. That isn’t okay if that includes ignoring or circumventing your customer reference management processes and tools. One of the many responsibilities of a customer reference program manager is promoting, persuading and rewarding reticent salespeople to embrace the […]

Produce Reference Customer Content That Stakeholders *Need*

If you’re in the customer advocate practitioner community you already know why developing and curating customer-centric content is a must-have component of your customer advocate program. When it comes to making decisions about technology, B2B buyers value peer opinions above all other vendor-produced content. Setting a quota of X case studies or videos in a […]

Customer Advocate Program Measurement

“How do your customers measure customer advocate program impact?” We get that question all the time. The good news is that it isn’t hard or complicated. It can be time consuming if you have the right technology, but not impossible. Before going further it’s important to separate measurement of activities vs. measurement of outcomes. Activity […]

Advisory Boards for Customer Reference Programs

Advisory boards are essential for customer reference programs. As a customer marketing/customer reference/customer advocate program manager, you need regular feedback to ensure the program is on track to meet the needs of its stakeholders. Relevance is the name of the game. Your primary objective is to provide the most valuable assets (customer advocates and customer […]