This document provides guidance on getting customer advocacy funded and operationalized. It discusses supporting customer journeys through various engagement programs. Building advocates involves providing them collateral like videos, sales references, and quotes they can share. Operationalizing advocates means bundling collateral into packages and making the process of working with advocates delightful. The key takeaways are to make advocates feel like rockstars, establish advocacy in the sales cycle, and make advocacy requests easy to fulfill.

1. Addy Clark
Director, Customer Marketing & Advocacy
HOW TO GET CUSTOMER ADVOCACY
FUNDED

2. Director, Customer Marketing and Advocacy
ADDY CLARK
Addy has been a part of the furniture at FinancialForce for almost 8
years. She’s been an employee for almost 6 years and was a
customer for 2 years before that. She’s been lucky to work with
Customer Success, Corporate Strategy and has settled into a role in
Customer Marketing and Advocacy. When not advocating for
customers, you can find Addy playing hockey, on the ski hill or
participating in any other Canadian pastime.

3. The 2 Sides of Customer Advocacy
1) How are you supporting Customer Journeys?
2) How are customer’s supporting your company?
Marketing Supports Sales Activities the same way that Customer
Marketing should support post-sales activities.

4. The Customer Centric Journey
Part of Global
Community
Part of
Company
Community
Promote
Market Trust
Set Business
Vision
Together
Introduce
Product &
Teams
Customer
Lifecycle
Bond
Advocate
Buy/
Upgrade
Consider
Enjoy

5. Supporting their Journey
User Conference,
User Groups, Dev
Cons
Online Community,
Engagement
Programs
Customer/Exec
Advisory Boards, MVP
Program
Sales References &
Thought Leadership
Best Practices &
Customer Insight &
Intervention
Customer
Lifecycle
Bond
Advocate
Buy/
Upgrade
Consider
Enjoy

6. Use of
Logo
Understanding Advocacy
Advocates will invest more time in
you as you invest in them!
Increased Customer Commitment
ValuetoCompany
eBook
Videos
Sales
Calls
Online
Review
Events
and
Press

7. Building Advocates
Videos & Sales
References
Online Reviews &
eBooks
Speaker for events
& press/analysts
Introduce
Reference Program
Press Releases,
Logos, Win
Interviews
Customer
Lifecycle
Bond
Advocate
Buy/
Upgrade
Consider
Enjoy

8. Operationalizing Advocates
How the sausage gets made

9. Package & Bundle Collateral
Customer Advocacy
Activities
eBook Case Study
Webinars, Events &
Analyst Reports
Video
Time Commitment 30 Minutes
30 Minutes Prep +
30 Minutes Webinar
2 Days
Logo & Customer
Photography ✩ ✩ ✩
Quotes ✩ ✩ ✩
eBook Case Study ✩ ✩ ✩
Video ✩
Press Release ✩ ✩ ✩
Blog & Social ✩ ✩ ✩

10. Don’t be shy to be Beautiful!
- Make things sexy as hell and never consider collateral in isolation of
itself
- 1 Video shoot can produce:
✩ Multiple cuts of video ✩ eBook
✩ Social Snippets ✩ Quotes
for print & sales
✩ Headshots of Thought Leaders ✩ Press Release
✩ Blog & Social Fodder ✩ Awesome
Relationships!

11. Gather Your Troops
33%
Referencable
50%
Logos on Go
Live
☆ Encourage other teams to target
references as part of their
compensation!
☆ Referencability is an objective(ish)
measure of Customer Satisfaction

12. Be Delightful Work With
☆ Marquee Customers have advocacy
packages introduced in Sales Cycles
☆ Influitive or Opt in Programs that
provide information as well
☆ Rewards programs and VIP
experiences
☆ Offer a sympathetic ear or a cocktail

13. 3 Key TakeAways
☆Make sure they are the
rockstar and they will do the
same for you!
☆Advocacy starts in the sales
cycle
☆Be easy to work with and
combine requests