Strategies for Identifying and Engaging Customer Advocates
I am very early in this process but this very uniquely depends on what signals you have available to you and how your org is structured and operates.
- 1.
I worked with my manager on identifying all the signals that may indicate a customer is ready to be an advocate (successful onboarding, product usage + sentiment, etc.),
- 2.
Then figure out who & where (hubspot/marketo, personal invite from CS/Sales) that message comes from
- 3.
Iāve also done some campaigns where I start with a survey (mostly around product/use cases), allow customers raise their hand for advocacy and then i launched a 3 email nurture series to those who raised their hand for advocacy encouraging them to participate in different activities starting with lowest lift (leave a review) to heaviest lift (answer Q&A for a blog post). Each was tied to an incentive and it yielded some quality content. I think we were able to publish 5 blog posts as a result of this.
Knowing that AI is quickly changing everything - I am starting to plan for the ability to scan all customer data sources to flag customers who are prime for advocacy and recommended advocacy activities based on criteria e.g. customer is over $50m in revenue, healthy product usage = good candidate for a GPI review I think segment and personalization also depends on your org, goals, etc. Lmk if I understood your question correctly or this was helpful at all.
