What is a customer advocacy program? 

A customer advocacy program is a strategic initiative to leverage satisfied and loyal customers to promote a brand, product, or service. It involves empowering and incentivizing customers to become brand advocates, sharing their positive experiences with others, and contributing to the business's overall success.

How to start an advocacy program in B2B SaaS? 

Identify and Engage Advocates

Identify satisfied and vocal customers who are willing to advocate for your product. Engage with them personally to express appreciation for their loyalty and discuss the potential for formal advocacy participation.

Establish Advocacy Incentives

Develop a clear incentive structure that rewards advocates for their participation. This can include exclusive access to new features, personalized support, or even financial rewards for successful referrals or case study participation.

Provide Advocacy Resources

Equip advocates with the necessary resources, such as branded content, referral links, and training materials, to effectively communicate the product's value. This ensures that advocates are well-prepared to represent the brand compellingly.

Three customer advocacy program strategies for product marketers 

Case Studies and Testimonials

Encourage advocates to participate in case studies and provide testimonials that highlight their positive experiences with the product. These can be powerful assets for marketing and sales efforts, showcasing real-life success stories to potential customers.

Referral Programs

Implement a structured referral program that rewards advocates for successfully referring new clients. This incentivizes advocates to promote the product and drives customer acquisition through the advocacy network.

Community Building

Foster a community of advocates where they can network, share best practices, and engage with the brand and each other. This strengthens the bond between the brand and its advocates and creates a supportive environment for sharing experiences and insights.