You’ve built a strong advocacy program. Now it’s time to unleash its most powerful asset: the authentic voice of your customers.
In this installment of our Advocacy Accelerator series, we take a deep dive into what “Voice of the Customer” really means in today’s B2B landscape—and how the most forward-thinking teams are activating it far beyond the traditional case study. This session goes beyond tactics and gets to the heart of why customer storytelling is one of the most influential tools in your go-to-market strategy.
You’ll learn how to gather richer, more actionable customer insights, repurpose them across multiple channels, and deliver stories that resonate with prospects, executives, and internal stakeholders alike. Whether your goal is stronger sales enablement, tighter alignment with leadership, or higher program visibility, this webinar gives you the roadmap.
✓ How to elevate the Voice of the Customer beyond basic testimonials
Discover new ways to capture insights—from interviews and customer-led content to advocacy-driven data—and transform them into compelling narratives.
✓ Where customer stories make the biggest impact
See how teams use customer proof points across sales cycles, ABM campaigns, product launches, onboarding, and executive conversations.
✓ How to drive real business outcomes with customer storytelling
Learn to connect customer voice assets to pipeline influence, deal acceleration, retention motions, and leadership alignment.
✓ Practical frameworks you can implement immediately
From content mapping to request workflows to customer spotlights, walk away with actionable templates to strengthen your program.
In an era of overloaded buyers and crowded categories, authentic customer perspective is your most credible differentiator. But capturing it is only the beginning—knowing how to activate it at scale is what turns stories into strategy.
This webinar breaks down how to build a repeatable, measurable VoC engine inside your advocacy program—one that boosts team adoption, fuels content creation, and reinforces brand trust.
Colette Chavalia
Principal Customer Marketing Manager, Databricks
A seasoned customer marketer known for building high-impact advocacy programs that elevate customer voices and support sales velocity.
Alison Bukowski
VP, Customer Experience, Point of Reference
An expert in customer engagement, program strategy, and advocacy operations who helps organizations turn customer relationships into revenue-driving assets.
As this infographic illustrates, a mature advocacy program is responsible for continuously identifying advocates, maintaining accurate advocacy data, protecting customer relationships, and aligning with top company goals to accelerate growth.
The infographic contains six key components. Here's a description of each for you to translate into your own talking points.
Every advocate starts as a customer.
The journey begins when account teams, customer success managers, support teams, and services organizations create positive experiences that build trust and confidence.
As customers achieve success, some become enthusiastic supporters of the company, its products, and its people. These customers are identified as potential advocates and introduced to the advocacy team.
The advocacy team interviews these individuals, learns about their experiences, captures important details about their interests and expertise, and creates a searchable advocate profile.
The result is a discoverable advocate: someone who can be found, matched, and engaged when the business needs credible customer voices.
Without this process, valuable customer relationships remain hidden inside co-workers’ heads or team spreadsheets, unavailable to the broader organization.
Great advocates are rarely discovered by the advocacy team alone. It’s really just too much to ask of any one part of the organization. Every customer touchpoint plays a part in cultivating and retaining advocates.
Customer success managers see customer enthusiasm firsthand. Account teams hear success stories during business reviews. Support teams witness customer loyalty. Product teams interact with passionate users who influence future direction.
A successful advocacy program creates a systematic way for all customer-facing teams to identify and nominate potential advocates, as well as a means for customers to self-identify..
Think of it as building a talent pipeline.
The broader the participation across the organization, the stronger and more diverse the advocate community becomes.
This collective effort ensures the advocacy database reflects the full spectrum of customer success stories across industries, products, geographies, and use cases.
The advocacy team serves as the steward of the organization's advocacy data.
Their responsibilities fall into three primary areas.
First, they recruit continuously. Advocates change jobs, priorities shift, and customer enthusiasm naturally evolves over time. Maintaining a healthy advocacy community requires constant replenishment.
Second, they keep information current. Customer stories, product deployments, business outcomes, and willingness to participate all change. Outdated advocacy data quickly becomes unreliable.
Third, they measure and report value. Advocacy programs must demonstrate their contribution to business outcomes such as customer acquisition, retention, and expansion.
Beyond maintaining records, the advocacy team actively shapes the composition of the database to align with company growth objectives. This is essential if the program is to be seen by executives as a strategic lever vs. a low-level function an intern can run.
If the company’s strategic direction includes expanding into healthcare, launching a new product, selling through a new channel, entering Asia, or targeting a specific buyer persona, the advocacy team ensures the advocate population evolves accordingly.
In many ways, they function as portfolio managers for one of the company's most valuable assets: customer credibility.
Most organizations initially think of advocacy as a sales resource.
Sales certainly benefits from customer references, but advocacy creates value far beyond the sales organization.
The common thread is credibility.
Advocates provide something no marketing budget can purchase directly: authentic proof from real customers.
Most mature advocacy programs include additional components that extend value for both advocates and the business.
These activities are connected mechanisms that strengthen relationships, increase engagement, and create additional opportunities for customers to contribute.
Together, they help transform advocacy from a transactional activity into an ongoing customer experience.
The ultimate purpose of customer advocacy is not activity.
It is business impact.
In Summary
Advocates are valuable assets. The advocacy team's job is to make sure those assets are available when needed, protected from burnout, and aligned with the organization's most important priorities.
When done well, customer advocacy transforms customer success into measurable business value. It is an enterprise capability built on trusted relationships, reliable data, and authentic customer voices.
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