8 articles
Customer MarketingCash incentives for customer advocacy create FTC compliance risk, G2 policy conflicts, and credibility problems that undermine the advocacy's value. Here is how to design non-financial advocate incentives that generate higher ROI.
Customer MarketingLearn how to build a tiered customer advocacy program that generates compounding pipeline, matches asks to relationship depth, and measures health through advocate NPS rather than raw count.
Customer MarketingPower users who are not advocates are the highest-potential, lowest-activation asset in a SaaS company's customer base. This is the four-stage conversion path from silent power user to active public advocate.
Customer MarketingCustomer marketing as a distinct function drives advocacy, expansion pipeline, and reference programs. This guide covers when to make the first hire, how to structure the team at different ARR stages, and which metrics customer marketing owns.
Customer MarketingA customer story content engine produces a steady stream of case studies, video testimonials, and third-party reviews that compound over time. This guide covers editorial cadence, format mix, interview workflows, and distribution by funnel stage.
Customer MarketingA systematic pipeline that converts NPS promoters into published case studies accelerates deal velocity and reduces sales cycle length by 3–6 weeks. This guide covers the end-to-end process from survey timing to publication cadence.
Customer MarketingPower-user programs convert your most engaged customers into product champions who drive expansion, reduce churn, and generate organic advocacy. This guide covers champion identification, tiering, incentive structures, and how to measure program ROI.
Customer MarketingA formal reference customer program reduces the sales cycle by giving prospects access to peer validation at the right moment. This guide covers program design, reference request routing, compensation structures, and burnout prevention.