Customer Catalysts: Rev Your VoC Customer Advocacy Engine for Growth

At Flywheel Marketing, I am often asked by our valued clients what is the #1 most impactful thing we can do to improve our marketing effectiveness and scalable growth?

While there are many levers across each digital and SaaS business, at varying levels of maturity, my answer largely remains consistent...

A. Put A Cape On Your Successful Customers!??♂?

Every brand aims to delight its customers, often celebrating positive feedback as a marker of success. But satisfaction alone isn't enough. Transforming satisfied customers into passionate advocates is the key to long-term loyalty and new customer acquisition.

With strategic marketing and dedicated advocacy programs, your customers can propel your business beyond the competition. Put a cape on your customers - they are your MOST POWERFUL VOICE in acquisition, retention and expansion motions.

Now more than ever, your customer advocates are the catalysts for your business growth.

Why is Customer Advocacy So Important?

Customers don't just buy products—they buy stories, experiences and trust. Before making a purchase, they consult four to 10 sources, looking for honest, real opinions. This is where customer advocacy programs shine, turning customers into strong brand advocates.

As advertising channels expand, audiences have become adept at filtering out excessive marketing noise. The authentic customer voice stands out amidst this clutter. Audiences seek authenticity over polished marketing messages. Sharing your customer’s voice in its natural tone resonates deeply with target markets, cutting through the noise and fostering genuine connections.

Customer advocates are the superheroes of the buying journey, and their influence is only growing stronger. This shift is revolutionising business dynamics, with Sales no longer the sole driver of growth. We are now in the Customer Economy, where meeting and exceeding customer expectations is essential. Businesses that excel in this area reap unparalleled rewards. In this landscape, being customer-obsessed isn’t just a strategy—it’s a necessity for survival and success.

In this weeks article, we are diving deep into the who, what, why, where, how and benefits of developing a comprehensive and structure approach to engage customers as advocates to catalyse systematic and sustainable growth.

So, what exactly is a VOC Customer Advocacy Program?

Customer advocacy is the actions your customers take on behalf of your brand, outside their usual interactions. It’s about spreading positive sentiment among prospects, customers, and partners. It leverages your top champions – customers, employees, and partners – to amplify brand awareness, create and convert demand and identify, accelerate and close opportunities.

A Voice of the Customer (VoC) Customer Advocacy Program is not a one and done program. It is an ongoing strategic initiative designed to harness and amplify the positive sentiment, benefits and ROI of your most satisfied customers. It leverages their authentic experiences and feedback to build credibility, enhance brand awareness, and drive growth. Here's how it works and why it's crucial for modern businesses:

Why VoC Customer Advocacy Programs Matter ??

In today's Customer Economy, where audiences demand authenticity and personalised experiences, VoC Customer Advocacy Programs are essential. They are a core tenant of the Revenue Marketing engine that help businesses:

• Stand Out in a Crowded Market or Define a New Category: Authentic customer stories cut through marketing noise and resonate deeply with target audiences, helping to frame the issues with status quo and validate your solution to "a better way".
• Build Long-Term Relationships: By valuing and empowering customers, businesses can foster deep, lasting relationships that drive loyalty and growth.
• Achieve Sustainable Growth: Advocacy programs not only attract new customers but also ensure existing customers remain engaged and loyal, driving sustainable business growth.

Implementing a VoC Customer Advocacy Program is a strategic investment that transforms satisfied customers into powerful advocates, fuelling your business's success in a competitive market.

Benefits of a VoC Advocacy Program (there's a few!)

1. Boosting Brand Awareness ?? Customer advocates spread the word about your products, providing free marketing and increasing visibility. Advocates sharing their experiences on social media and other platforms significantly increase your brand's visibility.
2. Customer Retention ?? Ongoing engagement through advocacy programs increases satisfaction, leading to lower churn rates. Forrester found that a well-implemented advocacy program can reduce churn by up to 3%, equating to significant cost savings.
3. Minimise Customer Acquisition Costs ?? Customer advocacy can reduce acquisition costs by up to 50% as satisfied customers refer new ones, lowering the need for extensive marketing efforts
4. Improved Sales ?? Satisfied customers are more likely to make repeat purchases and recommend your products, leading to a robust customer base and increased sales. Advocates tend to spend twice as much as non-advocates.
5. Improves Customer Satisfaction ?? By regularly collecting and acting on feedback, businesses can enhance their products and services, leading to higher customer satisfaction.
6. Drives Loyalty ?? Engaging customers as advocates fosters a deep sense of loyalty, as they feel valued and part of a aligned community and purpose.
7. Efficient Marketing Spend?? Leveraging customer-generated content and word-of-mouth reduces the need for expensive advertising campaigns, resulting in significant cost savings and allowing marketing teams to make a greater impact, even when resource and budgets are scarce.
8. Credibility Reaching New Geographic Markets, Segments, and Buyers ?? Testimonials and recommendations from trusted customers provide credibility when entering new markets, helping to build trust and proof of value with new audiences.
9. Encouraging Feedback ??? Advocacy programs create a feedback loop, encouraging customers to share their insights, which drives continuous improvement and customer centricity across the entire organisation.
10. Augmenting Your Customer Support ??? Advocates can provide peer support, reducing the burden on your customer service team and enhancing the overall customer experience.
11. Building Trust with New Audiences ??? Authentic testimonials and success stories build trust with potential customers who may be unfamiliar with your brand or category.
12. Elevating Your Customer Service ?? Engaging with customer feedback and making improvements based on their input elevates the quality of your customer service.
13. Improve Product Launches ?? Advocates can provide valuable feedback during the development phase and help promote new products upon release.
14. Increased Customer Engagement ?? Regular interaction with advocates keeps them engaged and invested in your brand and platform.
15. Demonstrating Proof of Value and ROI ?? Critically VoC Customer Advocacy programs enable businesses demonstrate real world use cases and ROI to articulate authentic value.

What have I missed? Add to the comments ?? ??

Key Phases of a VoC Customer Advocacy Programs

1. Customer Feedback Collection ??

• Surveys and Metrics: NPS (Net-Promoter Scores), CSat (Customer Satisfaction), CES (Customer Effort Scores) and quantitive and qualitative digital experience platforms to gather data on customer sentiment, friction, use cases and business benefits
• Qualitative Feedback: Collect detailed customer feedback through interviews, focus groups, Customer Advisory Boards (CAB) and direct executive conversations to gain deeper insights into customer experiences.

2. Customer Segmentation ??

• Identify Advocates: Analyse feedback to identify your most loyal and satisfied customers who are likely to become advocates across key buying roles (ICPs), verticals and geographies.
• Segment and Target: Categorise customers based on their advocacy potential and appetite for each channel and tailor engagement strategies accordingly. This could include media opportunities, case study video production, or speaking opportunities.

3. Engagement and Empowerment ??

• Personalised Outreach: Develop personalised engagement plans for identified advocates, including exclusive offers, early access to products, and personalised communication. This is where the strong customer marketing strategists - like our team at Flywheel Marketing can help you engage with customer advocates and unpack their journey into a compelling and engaging narrative to highlight their success.
• Empowerment Tools: Provide advocates with the tools and platforms to share their positive experiences, such as social media kits, video content creation support, and public speaking opportunities.

4. Content Creation and Distribution ??

• Testimonials and Case Studies: Create compelling testimonials, case studies, and success stories that highlight the positive impact of your products or services.
• Video Testimonials: Produce engaging video content featuring customer testimonials to reach a wider audience and build trust.
• User-Generated Content (UGC): Encourage customers to create and share their own content, enhancing authenticity and reach.

5. Community Building ???

• Customer Communities: Foster online and in-person communities where advocates can connect, share experiences, and support each other.
• Exclusive Events: Host events, user groups, webinars, and roundtables for advocates to network and share their insights with peers and potential customers.

5. Recognition and Rewards ??

• Public Acknowledgment: Recognise and reward advocates through public acknowledgment, customer awards, and industry recognition.
• Incentives: Offer incentives such as appreciation tokens and exclusive access to new products to encourage continued advocacy.

Types of VOC Advocacy in a Comprehensive Program

But I've written a case study? Great start, but effective VOC Customer Advocacy Programs are so much more. You VOC Customer Advocacy program will include a comprehensive mix of some of the components below:

1. Online Reviews ?? Customer reviews on platforms like G2, Gartner, Capterra, and Google enhance credibility and provide social proof.
2. Case Studies ?? In-depth analyses of customer success stories that showcase the pain, implementation or Go Live process, specific benefits, KPIs and results achieved.
3. Video Testimonials & Success Stories ?? Powerful visual testimonials from satisfied customers that detail how customers have successfully used your products to solve their problems and achieve their goals and highlight their learnings and positive experiences.
4. Event Speaking Sessions and Conferences ?? Advocates sharing their experiences and success stories at industry events and conferences, increasing visibility and credibility.
5. Executive Roundtables ??? High-level discussions with executives where advocates share their insights and experiences, influencing decision-makers.
6. Earned Media Articles ?? Featuring customer success stories in industry publications to reach a broader audience.
7. User-Generated Content (UGC) ?? Content created by customers, such as social media posts and blog articles, that showcase their positive experiences.
8. Customer Awards ?? Recognising and rewarding customers for their advocacy and successful use of your products.
9. Industry Recognition and Awards ?? Help them compile submit and highlight awards and recognitions received by your customers, showcasing their success and your product’s impact.
10. Referral Calls ?? Encouraging satisfied customers to refer new potential clients, leveraging word-of-mouth marketing.
11. Analyst Briefings ?? Engaging industry analysts to provide expert insights and endorsements based on customer feedback and success stories.
12. Customer Advisory Boards ?? Forming boards of key customers who provide strategic insights and feedback on your products and services.
13. Thought Leadership Research or Predictions: Your customer advocates are experts in their field. Incorporate their insights, commentary and predictions into your primary research and thought leadership
14. Executive Briefing Centres (EBCs) and Immersion Tours: Your VOC customer advocates are incredible sources of feedback for future trends, feedback on new offerings and expanded scope.

Leveraging Advocacy Across the B2B Buying Journey

Every marketing (and GTM team) touchpoint should include voice of customer advocacy proof of value across the entire B2B buying journey.

Here’s how to integrate advocacy at each stage:

1.???? Awareness ?? Use customer testimonials and success stories in advertising and social media to build initial trust and interest.

2.???? Consideration/Evaluation ?? Provide in-depth case studies and video testimonials to help potential customers understand the specific benefits and ROI of your products.

3.???? Decision ?? Leverage customer reviews and direct referrals to reassure prospects and reduce perceived risk, encouraging them to make a purchase.

4.???? Post-Purchase/Upsell ?? Engage customers with exclusive benefits and encourage them to share and showcase their experiences and success, fostering loyalty and turning them into advocates and ambassadors

The Power of Peer Recommendations in B2B SaaS

Our "Always On" connected buying teams are growing larger, often including more than 10 stakeholders with unique influencing roles. These teams increasingly prefer to self-serve, completing 65-85% of their decision-making process before engaging with a representative from our organization. They are also increasingly social, relying heavily on peer recommendations, online reviews, community forums and social media interactions to guide their decisions.

In the B2B SaaS landscape, peer commentary and recommendations are paramount. Heres why:

1. Trust and Credibility ?? B2B buyers often make high-stakes decisions involving significant investments. They rely on peer recommendations because they trust the experiences and opinions of their peers. According to a Nielsen study, 88% of people trust recommendations from people they know over any other form of advertising.
2. Informed Decision-Making ?? Peer recommendations provide detailed insights into the practical benefits and challenges of a product. This information helps potential buyers make more informed decisions.
3. Reduced Perceived Risk ?? Investing in new software or services can be risky. Positive testimonials and case studies from peers reduce perceived risk, making decision-makers more comfortable with their choices.
4. Accelerated Sales Cycles ?? Peer endorsements can shorten sales cycles. When potential customers hear about positive experiences from their peers, they are more likely to move forward quickly.

VoC Advocacy Programs Scale Peer Recommendations

1. Empowering Customers to Share ?? VoC advocacy programs encourage satisfied customers to share their experiences through testimonials, reviews, and case studies. This creates a repository of peer recommendations that can be leveraged in marketing efforts.
2. Creating Authentic Content ?? Authentic content generated by customers, such as video testimonials and detailed reviews, is more persuasive than traditional marketing materials. It resonates with potential buyers who seek genuine insights.
3. Building a Community of Advocates ?? Advocacy programs foster a sense of community among customers. This community becomes a powerful network where customers can share experiences, provide support, learn together and recommend products to peers.
4. Leveraging Social Proof ?? Social proof, such as high ratings and positive reviews on platforms influence prospective buyers. Advocacy programs ensure a steady stream of positive feedback, enhancing social proof.

Customer Advocates Have Needs Too

While customer advocates are invaluable to your business, it’s crucial to recognise that they have needs and motivations that must be addressed to keep them engaged and enthusiastic.

Here’s how you can support and nurture your advocates:

Recognition and Appreciation ??

• Advocates want to feel valued for their contributions. Regularly acknowledge their efforts through awards, public recognition, and personalised thank-yous. Highlight their achievements in your newsletters, social media channels, and during company events.

Exclusive Access and Perks ??

• Offer your advocates exclusive access to new product features, beta programs, and special events. Providing early access not only makes them feel special but also allows you to gather valuable feedback from your most loyal users.

Opportunities for Growth ??

• Help your advocates grow their personal and professional brands by offering them opportunities to speak at conferences, participate in webinars, or contribute to thought leadership content. This not only benefits them but also enhances your brand’s credibility through their association.

Meaningful Engagement ??

• Foster deeper relationships with your advocates by engaging with them on a personal level. Host regular check-ins, invite them to advisory boards, and ensure they have a direct line of communication with your executive team.

Resources and Support ??

• Equip your advocates with the tools they need to succeed in their advocacy efforts. This could include social media kits, branded merchandise, and training on how to create effective content. Providing these resources makes it easier for them to share their positive experiences.

Feedback Loops ??

• Advocates appreciate knowing that their feedback is heard and valued. Establish clear feedback loops where they can share their thoughts and see tangible changes based on their input. This reinforces their sense of importance and involvement in your brand’s success.

#BetterTogether: Don't Forget your Partner Ecosystem?

Your partner ecosystem also play a vital role in the success of your customer advocacy program. And they are a customer too! Collaborating with partners can amplify your advocacy efforts and create a more cohesive and powerful network of advocates.

Partner success stories, executive video testimonials, partner appreciation or networking events also form critical components of a comprehensive VOC customer advocacy program. Partner success stories highlight the achievements and benefits realised through your collaboration.

These stories should detail how your partnership has helped solve critical problems, delivered significant ROI, or enabled mutual customers to achieve their goals. By showcasing these stories, you not only build credibility but also demonstrate the value of your extended ecosystem.

Here’s how to leverage your partner ecosystem:

1.???? Joint Advocacy Initiatives ?? Collaborate with partners on joint advocacy campaigns. This could include co-hosted webinars, joint case studies, and shared success stories. By working together, you can reach a broader audience and enhance the credibility of both brands.

2.???? Cross-Promotional Opportunities ?? Utilise your partner’s channels to promote your advocacy content and vice versa. Cross-promotion can significantly increase the reach and impact of your advocacy efforts. Ensure that both parties benefit equally from the collaboration.

3.???? Integrated Solutions ?? No software exists in isolation. Highlight how your product integrates with partner solutions through joint case studies and testimonials. Demonstrating the combined value of your offerings can make a compelling case for prospective customers and strengthen your position in the market.

4.???? Partner Training and Enablement ?? Train your partners on the value and benefits of your advocacy program. Equip them with the knowledge and resources to identify and nurture potential advocates within their customer base. This can create a larger pool of advocates who are familiar with both brands.

5.???? Shared Events and Activities ?? Host events, workshops, and roundtables that include both your customers and your partner’s customers. These shared experiences can foster a sense of community and collaboration, leading to stronger advocacy relationships.

A Quick Word on the Importance of Video ??

We live in a visual economy. Customer advocacy videos and assets can significantly amplify your reach through the network effect across social media.

Here’s how and why this is so powerful:

• Exponential Reach ?? When customers share advocacy videos on their social networks, they reach their entire follower base. Each share has the potential to be reshared, creating a ripple effect that dramatically extends your brand’s reach.
• Authenticity and Trust ?? Videos featuring real customers sharing genuine experiences build trust. Potential customers are more likely to believe and be influenced by authentic stories than by traditional advertisements.
• Engaging Content ?? Videos are highly engaging and more likely to be watched and shared than text-based content. This increases the chances of your message being seen by a wider audience.
• Versatility in Use ?? Advocacy videos can be used across various marketing channels, including social media, websites, email campaigns, and presentations, maximising their impact.

An Organisation-Wide Strategic Initiative

Your VOC Customer Advocacy program is an organisation wide endeavour. Beyond capturing and sharing the elements above, its imperative that it is baked into the executive and all-team company goals and KPIs. These include:

Put the Customer at the Center ??

Prioritise the customer journey by continuously measuring and optimising their experience with your SaaS product. Deliver value at every stage, always focusing on "what’s in it for them" (WIIFT), document their journey across your teams and make it easy for your potential advocates to showcase and articulate their success!

Build a Customer Community ???

Create strong customer communities through discussion forums, webinars, advocacy hubs, and knowledge bases. These platforms enable customers to connect, share insights, and learn from each other, fostering loyalty and a sense of community.

Deliver Value Before and After the Sale ??

Support B2B SaaS customers through their buying decision and beyond with valuable resources such as tutorials, case studies, and ongoing support via social media and community platforms. Ensure your product integrates seamlessly into their operations.

Empower Your Customers’ Voices ???

Turn your customers into industry thought leaders and influencers. Highlight their success stories, provide them with speaking opportunities at conferences, and feature their testimonials and success stories in your Go-To-Market materials. This not only increases their reach but also enhances your product's credibility.

Insert the Customer’s Voice in Every Department ??

Ensure VoC (Voice of the Customer) insights are visible across your entire organisation. Encourage all departments—sales, marketing, product development, engineering and customer support—to interact with customers, capture their challenges, wins and use cases and promote their voices while fostering a culture of customer-centricity.

Personalise Your Appreciation ??

Thank your customers in meaningful and personalised ways. Go beyond transactional rewards by creating memorable experiences and fostering a sense partnership and recognition your top advocates.

Rinse and Repeat ??

In the subscription-driven B2B SaaS economy, continuously deliver value, refine customer engagement activities, and expand with your top advocates. This creates an ongoing loop of growth, retention, and engagement.

Next Steps: Rev Your Customer Advocacy Program Today ??

Develop a maturity model that aligns with your SaaS product adoption stages. As customers become proficient with your offerings, they will likely become better advocates. Begin by delivering exceptional value, identifying customers who excel in different advocacy activities, and expanding your efforts by providing these advocates with increased visibility and recognition across all channels.

By implementing these strategies, B2B SaaS companies can effectively leverage customer voices as catalysts, driving growth, enhancing customer loyalty, and creating a robust VoC customer advocacy engine to stay ahead of the competition in 2024 and beyond.

We would love to help!

Flywheel Marketing have helped our clients successfully build their business case, launch pilots and scale their VOC Customer Advocacy programs and assets at speed - reach out to learn how our team at can support your VoC Customer Advocacy Program design and execution.

Until next time - keep putting those capes on your customers ;)

Carrie

Carrie Mott

Founder & Managing Director

Flywheel Marketing

[email protected]