How to build a customer advocacy and case study program
Transform satisfied customers into powerful marketing assets through case studies, testimonials, references, and peer advocacy.
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0 of 8 steps completedStep-by-Step Instructions
1 Step 1: Identify customers with compelling success stories
Step 1: Identify customers with compelling success stories
Look for customers who achieved measurable results, overcame significant challenges, represent target buyer personas, and are willing to share their story. Prioritize recognizable brands or relatable scenarios. The best advocates are those who were skeptical at first but became believers.
Gainsight
Identify high-NPS customers and track customer success for advocacy recruiting
2 Step 2: Build relationships before asking for advocacy
Step 2: Build relationships before asking for advocacy
Don't cold-ask for a case study. Invest in the relationship: help them succeed, celebrate their wins, feature them in newsletters. When advocacy feels like a partnership, not a favor, customers are more willing. Reciprocity matters—what can you do for them?
3 Step 3: Make participation easy and valuable for the customer
Step 3: Make participation easy and valuable for the customer
Provide templates, handle logistics, do the writing, and get their approval. Offer benefits: visibility, backlinks, co-marketing, speaking opportunities, swag. Position it as a win-win: they get exposure, you get credibility. The easier and more valuable you make it, the higher your yes rate.
4 Step 4: Capture multiple asset types from each advocate
Step 4: Capture multiple asset types from each advocate
From a single customer interview, create: written case study, video testimonial, quote graphics, podcast episode, webinar, reference for prospects. Maximize ROI on each advocate relationship by repurposing across channels. One great advocate can fuel months of content.
5 Step 5: Focus on results and specificity, not generic praise
Step 5: Focus on results and specificity, not generic praise
Weak: "Great product, highly recommend." Strong: "Reduced churn by 23% in Q1, saving $450K annually." Quantify outcomes. Tell stories with specific challenges, solutions, and measurable results. Specificity builds credibility; vague praise doesn't.
6 Step 6: Build a reference program for sales to leverage
Step 6: Build a reference program for sales to leverage
Maintain a database of customers willing to speak with prospects. Match references by industry, use case, or company size. Prep references with talking points. Track requests and thank participants. A strong reference can be the tipping point in enterprise deals.
RO Innovation
Reference management platform for organizing and tracking customer references
Point of Reference
Customer reference management software for enterprise sales teams
7 Step 7: Create a customer community and advisory board
Step 7: Create a customer community and advisory board
Give top advocates special access: early feature previews, influence on roadmap, executive connections, exclusive events. Formalize relationships through Customer Advisory Boards. Community creates stickiness and turns advocates into extensions of your team.
Higher Logic
Community platform for building customer advisory boards and user groups
8 Step 8: Recognize, reward, and nurture advocates consistently
Step 8: Recognize, reward, and nurture advocates consistently
Send thank-you gifts, feature them at conferences, highlight their success on social media. Keep them engaged with exclusive content and recognition. Advocacy is a relationship, not a transaction. The more you invest in advocates, the more they invest in you.
Sendoso
Corporate gifting platform for thanking and recognizing customer advocates
