Customer Advocacy

Overview

This skill covers how B2B marketers can build and operationalize customer advocacy — from establishing dedicated ownership and capturing reviews, to activating key opinion leaders and running community events. All practices are sourced exclusively from guests on the Exit Five podcast; no outside frameworks or general best practices have been added. Where the source material does not address a topic, this skill leaves it uncovered.

Building the Advocacy Function

Establish dedicated ownership for customer reference marketing. Do not let case studies, testimonials, and customer references scatter across product marketing, demand gen, or customer success without a clear owner. Create a dedicated customer reference marketing role (sometimes called customer marketing) responsible for identifying willing customers, telling their stories, and deploying those stories across trade shows, webinars, and videos. This role is distinct from lifecycle marketing and can be filled by someone transitioning from customer success. (Source: Jeff Hardison, Episode #335)

Treat high-profile customer partnerships as multi-month activations, not one-off shoots. Model your most important customer relationships after sports sponsorships. Develop an activation plan that spans multiple months and includes: a customer story film, branded experiences at major industry conferences, and multiple content touchpoints throughout the year. This generates richer assets and more value from each relationship than a traditional case study production cycle. (Source: Ryan Narod, Episode #330)

Capturing Reviews and Testimonials

Gate review requests behind NPS survey results. Send an NPS survey to your customer base and filter for respondents who score 7 or above. Only send review requests to this pre-qualified group. This dramatically increases the likelihood of positive reviews and reduces the risk of negative feedback surfacing on public platforms. (Source: Matt Carnevale, Episode #143)

Sequence review requests across platforms over a 2–3 month period. Do not ask customers to review your product on all platforms at the same time. Stagger requests: start with your primary platform (e.g., G2) when customers are at peak happiness, follow up with a secondary platform like Capterra one to two months later, and Trustpilot another month after that. This distributes the ask and increases completion rates without overwhelming individual customers. (Source: Matt Carnevale, Episode #143)

Enable voice reviews to reduce friction and increase richness. Give customers the option to leave voice reviews instead of written ones. Voice reviews take less time for customers to create, tend to be longer and more detailed, and can be transcribed and curated into written reviews. Embed voice review capture into customer marketing platforms and post-call workflows (e.g., Gong, Zoom). Repurpose the resulting content across marketing channels. (Source: Sydney Sloan, Episode #289)

Integrate reviews into all marketing channels as an ongoing asset — not a periodic campaign. Weave customer reviews and testimonials into your website pages, email campaigns, ads, and content continuously. Treat reviews as a core marketing asset rather than a separate initiative you revisit once a year. This is more sustainable than periodic pushes because it leverages reviews as you acquire new customers and create new materials. (Source: Dave Gerhardt, Episode #143)

Activating Happy Customers as Referral Sources

Formalize a referral program by identifying and activating your happiest customers. Work with customer success to identify customers who understand why your product is better than alternatives. Formally ask them whether they know others in the industry who should be using your product. Provide clear information about the referral program and supporting materials. Referral conversion rates can run 2.4x higher than other acquisition channels. (Source: Michael Cole, Episode #212)

Create feedback loops that reward organic customer advocacy. When customers post about your company without being asked, respond in ways that make them feel recognized — reshare their content, thank them publicly, or acknowledge them in other ways. This turns one-off advocacy into a repeatable behavior. (Source: Dan Cmejla, Episode #134)

Key Opinion Leader (KOL) Activation

Give free product access to KOLs with no immediate ask. Identify potential key opinion leaders in your space and give them free access to your product. Invite them to events, feature them on webinars, and host them on your podcast — with no expectation of immediate promotion or payback. If you believe in your product and put it in the right hands, natural endorsement will follow. This approach draws on Seth Godin's concept of "sneezers" — people whose endorsement spreads your message organically. (Source: Dave Gerhardt, Episode #139)

Community and Event-Based Advocacy

Build a community platform and host events for existing users. Establish a dedicated community platform (e.g., Gradual) and assign team members to manage it and program events. Host virtual and in-person events for existing users to deepen engagement, gather product feedback, and develop advocates. Community events are a lower-cost alternative to sponsored events and provide direct access to power users who can serve as references and help shape product direction. (Source: Holly Xiao, Episode #270)

Offer branded transportation to VIP customers and prospects at major events. At large industry events, rent a branded vehicle (e.g., a sprinter van) and offer free rides to VIP customers and prospects from the airport or between event locations. Stock it with snacks, WiFi, and air conditioning. Promote the service on LinkedIn before and during the event. This creates goodwill, differentiates your event presence, and generates organic social content as riders share their experience. (Source: Dave Gerhardt, Episode #214)

Drive organic advocacy through high-value webinar content. Create webinars with high enough perceived value that attendees become distributors. Choose timely, hot topics audiences actively want to learn about. Deliver genuine expert insights. When you do this well, attendees will screen-record segments, share clips on LinkedIn and TikTok, and write their own summaries — extending your reach beyond your direct audience through peer endorsement and reducing reliance on paid promotion or gating. (Source: Eoin Clancy, Episode #326)

Where Experts Disagree

No disagreements were identified among the contributing episodes for this category.

What NOT To Do

Do not incentivize reviews with discounts, gift cards, or other rewards. Offering monetary or material incentives in exchange for reviews violates the terms of service on all major review platforms — including G2, Capterra, and Trustpilot. If caught, platforms will strip all of your reviews. Identify happy customers through NPS or other feedback mechanisms and ask them to review without any incentive attached. (Source: Matt Carnevale, Episode #143)

Do not let customer reference work be owned by no one. When case studies, testimonials, and references are distributed across product marketing, demand gen, and customer success without a clear owner, the work gets deprioritized and done inconsistently. Assign explicit ownership. (Source: Jeff Hardison, Episode #335)

Do not treat customer advocacy as a periodic campaign. Running isolated review drives or one-off case study projects and then going quiet is less effective than continuously integrating customer proof into all marketing channels and treating advocacy as an always-on function. (Source: Dave Gerhardt, Episode #143)

Sources