12 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 MarketingChampions who leave a company and join a new one carry their buying preferences with them. This is how to build the data infrastructure and outreach motion to turn job changes into a repeatable pipeline source.
Customer MarketingMost Customer Advisory Boards produce nominal value because they lack structure. Here is the operating model that ties CAB activities to concrete roadmap decisions and measurable pipeline outcomes.
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 MarketingBegging for case studies signals low program maturity. Companies that embed story-sourcing into the customer journey never have to beg — they have a continuous supply of customer stories sourced at the moment of peak enthusiasm.
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 MarketingReference pools burn out when sales over-rotates to willing advocates. Here is the operational model for expanding, matching, and protecting your reference pool so it remains a durable pipeline asset.
Customer MarketingCustomer Advisory Boards generate measurable returns through pipeline influence, product roadmap validation, and reference acceleration. This guide covers CAB structure, member selection, facilitation, and how to quantify the ROI.
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 MarketingSystematic testimonial collection generates a library of social proof assets that reduce buyer skepticism across the entire funnel. This guide covers trigger timing, interview vs. survey formats, moderation workflows, and distribution by channel.
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.
Growth StrategyUser conferences and roadshows serve different objectives in the customer marketing mix. This framework helps SaaS companies decide which format fits their ARR stage, geographic footprint, and community maturity — and how to sequence the two.