I'm not too sure when they share it with prospective advocates, but looking at how well the landing page is put together, I'm guessing it's an easy way for anyone to share the link with their customer
The advocates really enjoyed it! Plus, sometimes HR teams already have vendors on contract for these types of L&D opps for employee engagement so you may be able to get a discount through that route 🙂
Demand & Expand is launching a new awards program with categories for CMA, Lifecycle Marketing, and AI/Innovation in case folks are interested in applying: https://www.demandandexpand.com/awards (Winners will be announced at their conference in San Francisco is May)
My client hired a public speaking coach who did a workshop with their IT advocates on presentation skills. They ran 2 sessions - one for North America and one for EMEA to accommodate different timezones.