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Customer Advocacy Technology

Had enough of managing your customer advocacy program by spreadsheets?

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ReferenceEdge

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Complete Advocacy Platform

ReferenceEdge centralizes advocate data and streamlines workflows across your organization. From recruiting to request management, every component is built to solve real program challenges.

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Built for Marketers and Sellers

Marketers can quickly find and request advocates for events, reviews, social content, and testimonials. Sales teams get instant access to the right proof at every stage of the buyer’s journey, including vetted advocates for reference calls.
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AI-Powered Efficiency

Artificial Intelligence accelerates discovery and automates core processes—delivering greater impact, backed by high-quality data.
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Measurable Impact

Program value is tracked through built-in KPIs, like revenue influenced and reference activity tied directly to closed-won deals.

100% Salesforce Native

If your company invested in Salesforce CRM as the single source of truth, ReferenceEdge is the standard in the customer marketing community. A native application is installed in your Salesforce environment, not merely integrated into it like a plug-in. Native apps take full advantage of the Salesforce platform, provide UI consistency, real-time (not synced) data, workflows, and much more. They also undergo extensive security reviews by Salesforce.com.

Check out Additional Resources on Building a Strong Program with ReferenceEdge

Features and Benefits
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Team Up with Artificial Intelligence
Maximize User Adoption
Engage Your Advocates
Identify References & Build Your Database
Centralize Reference Knowledge
Search References using Filters & Keywords
Automate Reference Requests
Close the Loop
Reward Customers & ReferenceEdge Users
Capture Win/Loss Insights
Advocate Customer Data Maintenance
Manage & Share Customer Content
Gain Security Peace of Mind
Monitor Program Health
Mobilize Your Program
Manage Data Imports & Exports
Integrate with Related Technologies
AI is fast-tracking the evolution of customer marketing and advocacy. From unearthing buried insights across sprawling systems to automating the complex choreography of advocacy programs, its potential is staggering.

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Our AI isn’t just smart—it’s shape-shifting. Predictive, generative, and eventually AGI-ready. And because we’re Salesforce-native, every AI component is fortified within the Einstein Trust Layer—a detail that’ll only grow in importance as the early-market gold rush gives way to a new era, with an emphasis on data protection.

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Additionally, stakeholders expect advocacy data they can actually trust—accurate, up-to-date, and richly detailed. That’s been our mission from the start. While AI often races ahead of data quality, we’re committed to integrating it only when it meets our gold standard for trustworthiness.

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Take our Advocacy Gap Predictor. Powered by Salesforce CRM Analytics, it scans opportunity data to forecast where advocate firepower will be needed in 60, 90, and 120 days—then pairs that intel with your existing advocate pool to guide strategic recruitment.

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And with Salesforce Agentforce, chat-based AI agents inside Salesforce and Slack can wrangle advocate requests, customer nominations, profile updates, and more—freeing up program managers to focus on what really matters: building a magnetic, high-impact advocacy engine.
For anyone who champions new technology for a department or a company, this is where the rubber meets the road. We get it. It comes down to 1) executive support, 2) awareness, 3) education, and 4) data quality.
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Change Management
Technology is great, but don’t forget who’s using it. Anytime people are asked to change the way they’ve done things, forever, they need help getting from current state to future state. We’ve created the Change Management Playbook, an enabling framework for managing the people side of change. Playbook components are woven into our implementation methodology ensuring your program has the organizational support required for success.

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Product Features
  • The ReferenceEdge UI is the Salesforce UI, familiar from day one
  • Relevant advocate suggestions on the opportunity page
  • Help assistants on every ReferenceEdge page
  • Gamification in the form of reward points for users
  • Data update automation ensures accurate and complete search results
many user icons and speeches
Engagement Essentials provides advocacy program managers with tools for establishing and developing relationships with their advocates, and potential advocates; without the management overhead. Extend your reach with:
  • Augmented Advocate Search
  • Member Communications
  • Recruiting/Nominations
  • Rewards Updates
  • Polls & Surveys
Learn more

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A solid base along with a steady flow of new customer advocates is the lifeblood of any program. ReferenceEdge has 4 automation features to support your recruiting needs:

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  • Nominations – Any ReferenceEdge user can nominate a customer as an advocate
  • Reference Lead Finder – Automated follow up on recently closed/won opportunities to assess referenceability
  • Reference Prospector – Build a prospect list, and launch an internal campaign to gauge account referenceability
  • Profile Update Minder – Designed to automate the routine review/updating of reference profiles, new advocate candidates may be brought to your attention as part of the process
Additionally, you use your marketing automation tool, such as Marketo or Eloqua, to create recruiting campaigns and automate the creation of nominations or reference profiles in ReferenceEdge.

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​Keep track of who is considered an advocate, their current status, and for which advocate activities they are available, all within Salesforce CRM, your company’s single source of truth.

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The basis of any customer marketing program or practice is knowing your advocate customers. ReferenceEdge lets you tag accounts and contacts as program members, activate or deactivate their status with a click, or achieve business process automation leveraging customer success insights.

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Tag records with metadata―such as industry, use cases, product, persona―that users depend on to find relevant and up-to-date advocates.
Searching spreadsheets is so cumbersome and limited. Give users a powerful, easy‐to‐use tool for finding the best references for their sales opportunity or marketing needs.

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We’ve expanded and fine‐tuned search to meet the unique needs of reference searches for accounts, contacts, and customer content, leveraging Salesforce CRM’s powerful search engine. Filter by industry, product, region, etc., and/or enter keywords. Tag contacts with advocate activities such as event speaking, reviews, press releases, reference calls, quotes, site visits, product betas―whatever is relevant to your stakeholders.
Managing customer reference requests can be a major drain on Sales productivity—but it doesn’t have to be. ReferenceEdge, the 100% Salesforce-native Customer Reference Management solution, helps your team accelerate, track, and manage customer reference activities efficiently and at scale.

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With automated peer-to-peer request routing, real-time tracking, and built-in process management, ReferenceEdge empowers Sales and Customer Marketing teams to collaborate seamlessly. Initiate and manage requests directly from Salesforce or Slack using our ReferenceBot app, ensuring faster turnaround times and higher data accuracy—all while improving the customer experience.
Wouldn’t it be great to easily follow up with Sales or Marketing after a customer advocate activity to learn how it went? Unfortunately, manual follow-ups often require two things that are always in short supply—time and bandwidth.

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With ReferenceEdge, you’ll never lose visibility into the outcome of an advocate use. Our platform automatically seeks feedback following each customer reference or advocacy activity, ensuring you know how the activity performed—or if it happened at all.

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This built-in feedback loop helps Customer Marketing and Sales teams measure advocate impact, improve program effectiveness, and continuously optimize your customer reference program—all without extra effort.
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Reward points can be earned for completing activities. For customers, this might include reference calls, being a speaker, or completing a case study.
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For ReferenceEdge users, points can be earned for nominating advocate candidates, assisting with arranging a reference activity, or periodically updating reference profile information for an account. Salesforce leaderboards keep all ReferenceEdge users aware of their accrued points relative to their peers, stoking a little healthy competition. Motivate and make reference-related activities fun and rewarding to accelerate and maintain adoption. Accrued points may be redeemed however you decide: cash, prizes, event attendance, or services.
Data Collector is a flexible feature that can be used to gather valuable data related to opportunities both won and lost. But that’s not all. It can be used to capture post project or engagement insights. Configurable survey forms can be sent to users at the perfect time, as defined by you. Data is collected in a database for analysis, and it can also become searchable content within the reference search page.
Customer reference profile information such as a customer’s activity preferences, use limits, and subject matter expertise has a shelf life. Whose responsibility is it to remember to update the profile as relationship changes occur? Often no one owns it, officially. It gets done sporadically and reactively. Not good enough given that reference search depends on reliable data.

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The Profile Update Minder automation feature identifies profiles that haven’t been updated in a period of time you define, and automates the review and update process, engaging those closest to the account relationship, be it CSMs, account managers, or sales.
Sometimes referred to as sales enablement, sellers are able to easily search tagged content such as customer videos, reviews, case studies, press releases, and quotes and share them with prospects. Extensive meta tagging in ReferenceEdge makes sure content is easy to find, which is the only way to realize a return on your content investment. Content is shared via microsites (landing pages) that capture click activity and visitor ratings, providing valuable and timely insights to sellers and content managers.
Salesforce native applications, such as ReferenceEdge, are hosted by Salesforce.com, boasting a world-class security infrastructure. Breathe easy on the topic of GDPR, CCPA, and other data protection regulations.

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Your IT and data security colleagues will be pleased and relieved to know:
  • ReferenceEdge, 100% Salesforce-native, is installed into your Salesforce environment
  • No data is hsoted outside of Salesforce
  • No personally identifiable customer information leaves Salesforce
  • Your Salesforce admin team controls all system access
Program Health Monitor’s purpose is to help you align program goals with company growth goals, and continuously improve program performance. Set discrete program goals, track progress and compare to prior periods. Included are 26 quick start templates covering the most common program motions such as nominations, reference recruiting, requests, and reference searches. Set update notifications at whatever frequency you like so you always have a pulse on the program and adapt to changing conditions.
Give your road warriors access to essential reference information in a familiar interface. Because ReferenceEdge is a native Salesforce app, reference search, requests, content sharing and other essential features, are accessible from within the Salesforce mobile app. Ensuring access to reference functionality at the right time yields higher usage, and therefore stronger program results.
ReferenceEdge DM (data manager) is part of ReferenceEdge and designed for importing and exporting larger sets of data to and from ReferenceEdge objects. Imagine you just returned from your user conference and recruited 150 new customer references. DM makes quick work of converting that data to new nomination records, or searchable reference profiles. Best of all: RefEdge DM is a tool for ReferenceEdge administrators. No Salesforce administrator, or administrator permissions required.
ReferenceEdge lives on the Salesforce platform: part of the Salesforce ecosystem by design. Connectivity to key sales, customer success, and complementary customer marketing solutions is essential to the strategic value of the customer reference program. Native Salesforce applications are easily integrated, and SaaS applications outside Salesforce leverage the robust Salesforce API. ReferenceEdge offers integrations to Salesforce Experience Cloud & CRM Analytics, ​Slack, Microsoft Teams, Gainsight, Marketo, Eloqua, Influitive, and UserEvidence.
Team Up with Artificial Intelligence
plus icon
a robot with open arms and a line showing a path below

AI is fast-tracking the evolution of customer marketing and advocacy. From unearthing buried insights across sprawling systems to automating the complex choreography of advocacy programs, its potential is staggering.Our AI isn’t just smart—it’s shape-shifting. Predictive, generative, and eventually AGI-ready. And because we’re Salesforce-native, every AI component is fortified within the Einstein Trust Layer—a detail that’ll only grow in importance as the early-market gold rush gives way to a new era, with an emphasis on data protection. Additionally, stakeholders expect advocacy data they can actually trust—accurate, up-to-date, and richly detailed. That’s been our mission from the start. While AI often races ahead of data quality, we’re committed to integrating it only when it meets our gold standard for trustworthiness.Take our Advocacy Gap Predictor. Powered by Salesforce CRM Analytics, it scans opportunity data to forecast where advocate firepower will be needed in 60, 90, and 120 days—then pairs that intel with your existing advocate pool to guide strategic recruitment.And with Salesforce Agentforce, chat-based AI agents inside Salesforce and Slack can wrangle advocate requests, customer nominations, profile updates, and more—freeing up program managers to focus on what really matters: building a magnetic, high-impact advocacy engine.

Maximize User Adoption
plus icon
smile icon with a hand with a pointing finger

For anyone who champions new technology for a department or a company, this is where the rubber meets the road. We get it. It comes down to 1) executive support, 2) awareness, 3) education and 4) data quality.Change ManagementTechnology is great, but don’t forget who’s using it. Anytime people are asked to change the way they’ve done things, forever, they need help getting from current state to future state. We’ve created the Change Management Playbook, an enabling framework for managing the people side of change. Playbook components are woven into our implementation methodology ensuring your program has the organization support required for success.Product FeaturesThe ReferenceEdge UI is the Salesforce UI, familiar from day oneRelevant advocate suggestions on the opportunity pageHelp assistants on every ReferenceEdge pageGamification in the form of reward points for usersData update automation ensures accurate and complete search results.

Engage Your Advocates
plus icon
many user icons and speeches

Engagement Essentials provides advocacy program managers with tools for establishing and developing relationships with their advocates, and potential advocates; without the management overhead. Extend your reach with:Augmented Advocate SearchMember CommunicationsRecruiting/NominationsRewards UpdatesPolls & SurveysLearn more

Identify References & Build Your Database
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Identify Advocates

A solid base along with a steady flow of new customer advocates is the lifeblood of any program. ReferenceEdge has 4 automation features to support your recruiting needs:Nominations – Any ReferenceEdge user can nominate a customer as an advocateReference Lead Finder – Automated follow up on recently closed/won opportunities to assess referenceabilityReference Prospector – Build a prospect list, and launch an internal campaign to gauge account referenceabilityProfile Update Minder – Designed to automate the routine review/updating of reference profiles, new advocate candidates may be brought to your attention as part of the processAdditionally, you use your marketing automation tool, such as Marketo or Eloqua, to create recruiting campaigns and automate the creation of nominations or reference profiles in ReferenceEdge from responses.

Centralize Reference Knowledge
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Centralize Data

Keep track of who is considered an advocate, current status and for which advocate activities they are available, all within Salesforce CRM, your company’s single source of truth.The basis of any customer marketing program or practice is knowing your advocate customers. ReferenceEdge lets you tag accounts and contacts as program members, activate or deactivate their status with a click, or business process automation leveraging customer success insights, and tag records with the metadata―such as industry, use cases, product, personna―that users depend on to find relevant and up-to-date advocate.

Search References using Filters & Keywords
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Search

Searching spreadsheets is so cumbersome, and limited. Give users a powerful, easy‐to‐use tool for finding the best references for their sales opportunity or marketing needs. We’ve expanded and fine‐tuned search to meet the unique needs of reference searches for accounts, contacts, and customer content, leveraging Salesforce CRM’s powerful search engine. Filter by industry, product, region, etc., and/or enter keywords. Tag contacts with advocate activities such as event speaking, reviews, press releases, reference calls, quotes, site visits, product betas―whatever is relevant to your stakeholders.

Automate Reference Requests
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Automate Reference Requests

Accelerate, track and manage what is often a big drain on Sales productivity: managing customer reference requests. ReferenceEdge alone offers scalable peer-to-peer request routing and process management initiated from within Salesforce, or Slack, using our ReferenceBot app.

Close the Loop
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Closing the Loop

Wouldn’t you love to have the time to follow up with the requester of an advocate activity to see how the call, speaking opportunity, etc., went? But that requires those rare commodities: bandwidth, and the right timing. No worries, ReferenceEdge seeks feedback following an advocate use so you know whether a) it didn’t/won’t happen, b) it’ll happen, but on a later date, c) it went well, or d) it didn’t go well. Imagine all the ways you can make use of these insights.

Reward Customers & ReferenceEdge Users
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Reward Customers

Reward points can be earned for completing activities. For customers those might include reference calls, webinars, and case studies.For ReferenceEdge users, points can be earned for nominating advocate candidates, assisting with arranging a reference activity or periodically updating reference profile information for an account they own. Salesforce leaderboards keep all ReferenceEdge users aware of their accrued points relative to their peers, stoking a little healthy competition. Motivate and make reference-related activities fun and rewarding to accelerate and maintain adoption.Accrued points may be redeemed however you decide: cash, prizes, event attendance or services..

Technology Partners

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