Advocacy¶

Customer Evangelism¶

Customer Evangelism refers to the proactive cultivation and empowerment of satisfied customers to share their positive experiences, insights, and outcomes with peers, industry communities, and decision-makers. Within modern sales-led, product-led, or hybrid go-to-market (GTM) models, this activity leverages authentic customer voices to influence buying decisions, drive adoption, and enhance brand credibility. By intentionally enabling and supporting customers to become advocates, organizations can create scalable word-of-mouth marketing, generate valuable product feedback, and foster deeper customer loyalty. Customer Evangelism aligns cross-functional teams—such as sales, marketing, and product—around the strategic use of customer stories, testimonials, and references, maximizing the impact of every customer interaction throughout the lifecycle.

Related KPIs

Metric	Description
Brand Sentiment	Brand Sentiment measures the tone of opinions, feelings, and attitudes that customers, prospects, and the public express about your brand. It can be categorized as positive, neutral, or negative.
Influencer and Advocate Mentions	Influencer and Advocate Mentions measures the number of times your brand, product, or content is mentioned organically by influencers, advocates, or industry voices across digital platforms. It helps gauge brand reach and community buzz.

Advocacy Activation¶

Customer Advocacy Enablement is the strategic process of identifying, empowering, and mobilizing satisfied customers to become active promoters of a product or service. This involves orchestrating initiatives that encourage customers to share positive experiences, participate in reference programs, contribute testimonials, engage in community events, and advocate for the brand across both digital and in-person channels.

Successful customer advocacy efforts amplify brand credibility and trust, accelerate pipeline growth, and drive customer acquisition by leveraging authentic, peer-driven influence throughout the buyer journey.

Related KPIs

Metric	Description
Referral-Ready Account Rate	Referral-Ready Account Rate measures the percentage of accounts that meet internal criteria indicating they are ready to be prompted for a referral. It helps identify which customers are best positioned to refer based on health, engagement, or satisfaction signals.

Advocacy Campaigns¶

Coordinated efforts to shape public perception, influence stakeholder opinions, and impact industry standards play a crucial role in creating favorable conditions for product adoption and business growth. These initiatives employ strategic messaging, thought leadership, stakeholder engagement, and partnership development to effectively communicate a product's or solution's value proposition. By aligning cross-functional teams—including marketing, sales, product, and customer success—these efforts drive market education, address customer pain points, and support revenue generation. Typical activities may include organizing industry events, publishing authoritative content, collaborating with influencers, and building coalitions with key partners or community groups. The primary objective is to establish the organization as a market leader and trusted advisor, accelerating pipeline creation, product adoption, and fostering customer loyalty.

Related KPIs

Metric	Description
New Users from Referrals	New Users from Referrals measures the number of users who joined the platform via referral from an existing user or partner. It helps quantify the impact of referral and network-based growth strategies.
Personalized Referral Outreach Rate	Personalized Referral Outreach Rate measures the percentage of users who send a customized or non-default referral message when inviting others. It helps assess referral intent and engagement quality.
Referral Account Revenue Contribution	Referral Account Revenue Contribution measures the percentage of total revenue generated from accounts acquired via referral. It helps quantify the business impact of customer advocacy and word-of-mouth-driven acquisition.
Share Rate Among ICPs	Share Rate Among ICPs measures the percentage of Ideal Customer Profile (ICP) users who share your content, product, or referral links. It helps quantify advocacy and resonance within your most strategically important audience.

Advocacy Lifecycle¶

Customer Advocacy Management involves systematically identifying, nurturing, and empowering satisfied customers to serve as advocates for a company’s product or service. This process includes onboarding advocates, providing them with effective resources, collecting and sharing their success stories, and maintaining ongoing engagement to strengthen their influence. By fostering a network of advocates, organizations can drive greater awareness, build trust, and generate new business through testimonials, case studies, referrals, and active community participation. Ultimately, this approach helps build social proof, accelerates sales cycles, and supports broader product adoption.

Related KPIs

Metric	Description
Time to First Referral	Time to First Referral measures the average time it takes for a customer or user to send their first referral after signing up or activating. It helps track the speed of advocacy and customer trust-building.

Advocacy Programs¶

Customer Advocacy Initiatives are strategic programs aimed at cultivating and empowering satisfied customers to become active brand champions. These initiatives focus on identifying loyal users, enabling them to share their experiences, and amplifying their voices through testimonials, case studies, referrals, and participation in community forums or events. The objective is to foster authentic peer-to-peer influence, drive organic growth, and build trust among potential buyers. By integrating feedback loops, reward systems, and recognition mechanisms, these programs sustain long-term engagement, accelerate pipeline velocity, and reinforce product-market fit.

Related KPIs

Metric	Description
Referral Discussion Initiation Rate	Referral Discussion Initiation Rate measures the percentage of customers or users who start a conversation about referring your product — whether through clicking “refer a friend,” copying an invite link, or opening a referral message prompt. It helps track referral intent and top-of-funnel advocacy engagement.
Referral Retention Rate	Referral Retention Rate measures the percentage of referred customers who remain active or subscribed over a specific time period. It helps track the quality and stickiness of referral-driven acquisition.
Warm Introduction Offer Rate	Warm Introduction Offer Rate measures the percentage of customers, partners, or users who are asked or prompted to provide a warm introduction to a relevant contact. It helps assess how often teams or workflows are activating social referrals as part of GTM efforts.

Advocacy Readiness¶

Preparing, equipping, and empowering customers to become effective advocates involves identifying satisfied users, offering them resources and support to share their positive experiences, and removing barriers to participation. This approach nurtures authentic advocacy that drives referrals, testimonials, case studies, and community engagement. As a result, brand credibility is amplified and both customer acquisition and retention are accelerated.

Related KPIs

Metric	Description
Referral Intent Identified in QBRs	Referral Intent Identified in QBRs measures the percentage of Quarterly Business Reviews (QBRs) in which customers express interest or willingness to refer your product. It helps track referral readiness and advocacy opportunity among current accounts.

Advocacy Strategy¶

"In modern Go-To-Market (GTM) models, 'Customer Advocacy Development' involves a structured process for identifying, nurturing, and empowering satisfied customers to become champions for your product or service. The approach emphasizes building authentic, mutually beneficial relationships with key users, providing them with the necessary resources, and creating opportunities for them to share their positive experiences. These opportunities may include testimonials, case studies, referrals, community engagement, and thought leadership. By strategically enabling customer voices, organizations can drive organic growth, enhance brand credibility, and accelerate adoption within target markets."

Related KPIs

Metric	Description
Referral Campaign ROI	Referral Campaign ROI measures the return on investment from referral-focused marketing efforts by comparing the revenue generated from referred customers to the total cost of running the referral program. It helps evaluate the profitability of customer-led acquisition campaigns.