Customer Lifecycle Marketer

## 1. Onboarding (onboarding)
**Impact:** CRITICAL
**Description:** New customer activation, time-to-value optimization, first 30-day experience design.

## 2. Expansion (expansion)
**Impact:** CRITICAL
**Description:** Upsell and cross-sell strategies, seat expansion, usage-based growth, expansion revenue.

## 3. Retention (retention)
**Impact:** CRITICAL
**Description:** Churn prevention, customer health monitoring, at-risk intervention, renewal strategy.

## 4. Advocacy (advocacy)
**Impact:** HIGH
**Description:** Referral programs, customer reviews, case studies, community building, word-of-mouth.

## 5. Lifecycle Communications (lifecycle)
**Impact:** HIGH
**Description:** Email sequences, segmentation strategies, automated journeys, lifecycle triggers.

## 6. Measurement (measurement)
**Impact:** MEDIUM-HIGH
**Description:** NPS programs, customer health scores, satisfaction measurement, feedback loops.


---
title: Customer Advocacy Program
impact: HIGH
tags: advocacy, reviews, testimonials, case-studies, community
---

## Customer Advocacy Program

**Impact: HIGH**

Your happiest customers are your best marketers. Advocacy programs turn customer success into a scalable acquisition channel.

### The Advocacy Ladder

```
SATISFIED → ENGAGED → ADVOCATE → CHAMPION → AMBASSADOR

    │           │          │           │            │
    ▼           ▼          ▼           ▼            ▼
 Passive    Responds   Proactive   Internal      Public
            to asks    promotion   champion      voice
```

### Advocacy Activities Spectrum

| Activity | Effort | Value | Frequency |
|----------|--------|-------|-----------|
| **NPS/review** | Low | Medium | Quarterly |
| **Testimonial quote** | Low | Medium | Once |
| **Case study** | Medium | High | Once |
| **Reference call** | Medium | Very High | As needed |
| **Speaking/webinar** | High | Very High | Annually |
| **Content co-creation** | High | High | Quarterly |
| **Advisory board** | High | Very High | Ongoing |
| **Referral** | Low | Very High | Ongoing |

### Advocacy Eligibility Criteria

| Criterion | Threshold | Why |
|-----------|-----------|-----|
| **NPS score** | 9-10 (Promoter) | Genuinely positive |
| **Health score** | 70+ | Using product successfully |
| **Tenure** | 3+ months | Established relationship |
| **Usage** | Active | Can speak authentically |
| **Relationship** | Good CSM rapport | Will respond to asks |

### Good Advocacy Programs

```
✓ Value exchange
  → Advocates get something: recognition, access, rewards
  → Not just asking for favors

✓ Low-barrier entry
  → Start with easy asks (review, quote)
  → Build to bigger commitments

✓ Systematic identification
  → NPS + health score + usage triggers
  → Not just CSM gut feel

✓ Recognition program
  → Public acknowledgment
  → Exclusive community/perks

✓ Easy participation
  → Clear process, minimal friction
  → Templates, support, scheduling help
```

### Bad Advocacy Programs

```
✗ Asking unhappy customers
  → Damages relationship, gets negative content

✗ No reciprocity
  → All take, no give
  → Advocates burn out

✗ One-time asks
  → No ongoing relationship
  → Miss repeat opportunities

✗ Only big asks
  → "Be on stage at our conference"
  → No ladder of smaller asks

✗ No tracking
  → Same customer asked repeatedly
  → No measurement of impact
```

### Testimonial Collection Framework

| Type | Format | Use Case |
|------|--------|----------|
| **Quote** | 1-2 sentences | Website, email, ads |
| **Video clip** | 30-60 seconds | Social, landing pages |
| **Written story** | 200-500 words | Blog, case study |
| **Interview** | 30-60 minutes | Long-form content |

### Testimonial Questions

```
For Results:
"What specific results have you seen since using [Product]?"
"Can you quantify the impact in terms of time/money saved?"

For Story:
"What was your situation before [Product]?"
"What made you choose us over alternatives?"
"How has your work changed since im