Customer advocacy has undergone a significant transformation over the past decade, evolving from an informal, relationship-driven activity into a strategic business function that directly impacts growth, credibility, and customer trust. In this video, Carlos Gonzales, a respected voice in customer marketing and advocacy, shares his perspective on how advocacy has changed, why it matters more than ever, and what organizations must do to build modern, scalable advocacy programs.
Historically, customer advocacy was often limited to reactive reference requests or ad hoc case studies managed by sales or marketing teams. While these efforts provided value, they were rarely measurable, repeatable, or sustainable. As buying behaviors changed—especially in B2B environments—so did the role of customer advocacy. Today’s buyers rely heavily on peer validation, real customer stories, and authentic proof points throughout the entire buyer’s journey. As Carlos explains, advocacy has become a critical trust signal that influences purchasing decisions long before a prospect ever speaks to sales.
Carlos highlights how successful advocacy programs now sit at the intersection of customer success, marketing, and sales. Rather than treating advocates as transactional assets, leading organizations focus on building long-term, mutually beneficial relationships with their customers. Advocacy is no longer about “asking for favors,” but about recognizing customer achievements, amplifying their voices, and creating opportunities for them to lead, share, and connect with their peers.
The video also explores the growing importance of the voice of the customer (VoC) in shaping advocacy strategies. Carlos emphasizes that modern advocacy programs must be rooted in genuine customer feedback, outcomes, and experiences. By aligning advocacy initiatives with real customer value and measurable outcomes, organizations can create content and engagement opportunities that resonate more deeply with prospects and internal teams alike.
Another key theme discussed is scalability. As advocacy programs mature, manual processes and spreadsheets quickly become limiting. Carlos touches on the need for structure, governance, and technology to support advocate recruitment, engagement, and measurement—while also preventing advocate burnout. Scalable advocacy enables organizations to deliver the right customer story at the right time, without overusing their most engaged customers.
Finally, Carlos looks ahead to the future of customer advocacy, where personalization, automation, and data-driven insights will play an even greater role. As customer expectations rise, advocacy programs must continue to evolve—becoming more strategic, more customer-centric, and more aligned with overall business objectives.
This video is a must-watch for:
Whether you’re building a new program or refining an existing one, this video offers practical insights to help you create a stronger, more impactful advocacy strategy.
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