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.
It's only natural that many advocacy leaders have landed on the same objective: make the program easier to use by meeting users where they're already working.
Today, that increasingly means Microsoft Copilot, ChatGPT, Claude, Gemini or whatever generative AI assistant employees happen to have open.
Imagine a salesperson simply asking AI, "Find me three German healthcare customers using product Y, willing to speak with a prospect," instead of navigating to another interface, or waiting for someone from advocacy, or elsewhere, to respond. It's easy to see the appeal. Removing friction has always been one of the fastest ways to increase adoption.
It is exactly the right instinct.
The difficult parts, arguably the reason program managers exist, occur before and after AI says, "Here are your three best matches."
The value advocacy professionals bring is the ability to operationalize and scale customer advocacy for maximum impact. Quality advocate information doesn't just appear, it's the result of a system.
Now that the user has three advocates, what should happen?
Notice what happened. The search was completed.
The next steps are just as manual as ever if AI search is the be all, end all.
Reality Check
AI can tell you who could participate. It can't tell you who should participate unless someone (or something) has been keeping score.
This is where the story starts to feel strangely familiar.
Many companies still operate their program using spreadsheets, scattered CRM fields, shared drives, email folders, and the remarkable memories of a handful of program managers.
Eventually, organizations realize they aren't managing an advocacy program at all. They're managing lists that happen to contain advocates.
But the shortcomings are real:
Purpose-built advocacy platforms emerged because advocacy is much more than a search problem.
Ironically, AI has convinced some organizations to revisit the same shortcut they worked so hard to escape.
Let's imagine two different worlds.
In the first, AI recommends an advocate for a sales call.
Months later, AI knows this customer recently participated and may deserve a break before being asked again.
Now imagine the second world.
Three months later someone asks how many customer reference contributed to the revenue this quarter.
Silence. Nobody really knows.
The advocacy happened...hopefully. The program didn't. Collectively, the organization slowly stopped feeding the very system it depended on to understand its advocacy program.
Reality Check
If AI helps facilitate twenty closed-won opportunities this quarter, but none are recorded, your executive dashboard still says zero.
One of the easiest mistakes to make in an AI-first world is assuming that successful interactions somehow become organizational knowledge on their own.
They don't.
If a customer agrees to speak with a prospect and nobody records it, the organization loses far more than a single activity.
The most valuable advocacy data isn't simply who your customers are.
It's everything they've done.
That's the story AI actually wants to read.
It's often said that AI needs good data.
That's true.
But operational history is far more valuable than static customer information.
Those aren't search results.Those are patterns.
Remove any one of those pieces and AI becomes little more than an exceptionally fast search engine.
Reality Check
Every workflow skipped today is a pattern AI won't discover tomorrow.
The AI revolution has created tremendous excitement, and rightly so. Finding the right advocate is becoming dramatically easier than it was only a few years ago.
That's worth celebrating.
Just don't confuse a better search experience with a better advocacy program. Search is only one chapter in the story.
The organizations that see the greatest return from AI won't necessarily be the ones with the most sophisticated models.
They'll be the ones with the richest operational history.
Those organizations won't use AI merely to answer the question, "Who should we ask?"
They'll use AI to answer far more valuable questions.
That's when AI stops behaving like a better Google search.
That's when it starts behaving like a strategic partner.
Finding the right advocate has always been the opening scene.
If your AI can find advocates but your program can't learn from using them, you've built a remarkable search engine instead of a remarkable advocacy program.
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