Nina Andres good question - depends a decent amount on industry (e.g. enterprise cybersecurity vs garden variety sales/marketing saas like Gong/Airtable/Grammarly setc) - but generally we see about 10% of a vendor's customer base is willing to participate in some sort of advocacy activity.
The % that actually participates has a lot to do with how proactively you put appropriate/varied menu of advocacy activities to participate in in front of them. If the only option is full blown case study - then you get this.
One interesting data point from our UserEvidence surveys - about 20% of total survey respondents are willing to be Named (vs more blinded/anonymous).
For our cybersecurity customers that sell to large ENT (e.g. finserve, pub sector) that rate is usually more towards 5-7%, and for garden variety SaaS it can be as high as 40%+ willing to share their name for well-loved brands (e.g. Gong, Ramp)
Also depends on how big the user base and if you're talking about engaged/advocate users or engaged accounts. Vendors like Salesforce, Grammarly, Gong, etc with huge user-bases might only engage 1-3% of them, but at an account level it might be more like 15-20% of accounts engaged.
