Customer marketing

Customer Marketing

Overview

Your best salespeople are your customers — and they work for free. A customer saying "we grew 3x with this product" is worth more than every ad you'll ever run. The mistake: treating customer marketing as an afterthought (sending a "would you write a review?" email once a year). The fix: a systematic advocacy program that turns happy customers into your most powerful GTM engine.

Authoritative Foundations

• Bain & Company — NPS (Net Promoter System, Fred Reichheld) — NPS (Net Promoter System, Fred Reichheld)
• Gainsight — Customer Advocacy Maturity Model — Customer Advocacy Maturity Model
• Influitive — Advocate Marketing — Advocate Marketing
• SaaSquatch — Customer-Led Growth — Customer-Led Growth
• Varun Anand (Clay) — Community Selling & Ecosystem GTM — Waterfall enrichment, Claygent research, and table-based GTM automation.
• Aneesh Lal (Wishly Group) — B2B Creator Partnerships & Advocacy — B2B Creator Partnerships & Advocacy
• Dharmesh Shah (HubSpot) — Flywheel Delight & Customer Advocacy — Lifecycle stages, object model, and workflow enrollment patterns.

When to Use

Trigger phrases: "customer marketing", "case study program", "customer references", "customer advocacy", "G2 reviews", "build a reference program", "customer community", "logo usage program", "B2B influencer program", "creator partnerships", "employee advocacy", "LinkedIn creator GTM", "crisis comms", "negative reviews viral", "reputation management", "bad press"

Step-by-Step Process

Phase 1: The Advocacy Ladder

Level	What Customer Does	Required Health	Reward
1. Logo Usage	Allows logo on website	Any paying customer	Featured
2. Written Review	G2/Capterra review	NPS > 7	$25 gift card
3. Quote/Testimonial	Named quote on website	NPS > 8, 6+ months	Featured + swag
4. Case Study	Full story with metrics	NPS > 8, clear results	Co-marketing + backlink
5. Reference Call	Takes prospect calls	NPS > 8, available	Priority support + gifts
6. Speaking/Webinar	Co-presents at event/webinar	NPS > 9, articulate	Travel + honorarium
7. Advisory Board	Product feedback, strategy	Power user, invested	Equity or honorarium
8. Community Leader	Runs user group/chapter	Superuser	Recognition + access

Phase 2: Case Study Engine

Pipeline: Identify 3-5 candidates → interview → draft → approve → publish. Target: 1 new case study/month.

Interview questions: templates/case-study-interview-questions.md
Publish via case-study-builder.

Phase 3: Review Generation

Full platform playbooks → review-platforms (G2, TrustRadius, ask emails, response SLA). This skill identifies who to ask from NPS promoters.

Target: 2–4 new reviews/month (recency beats annual bursts). Respond to negatives <48h. Check platform ToS before cash/gift incentives.

Phase 4: Reference Program

Formalize: templates/reference-program-spec.md — CRM fields, caps, rotation, rewards. Advocacy spend → gtm-spend-management.

Phase 5: Customer Community

Formats: Slack community, LinkedIn group, annual user conference, regional meetups, virtual roundtables. Start small. One format. Grow from there.

Phase 6: Crisis & Reputation (External Comms)

When incidents threaten advocacy and pipeline trust — load references/crisis-management-playbook.md (Pattern 33). Executive war room → gtm-leadership.

Crisis signal	Marketing action
Outage / breach	Pause scheduled campaigns; unify with status page + holding statement
Viral negative G2/TR	Respond <24h; no cash incentives for positive reviews during incident
Bad press	CEO/comms lead only; counsel for Sev 3+
Churn wave / NRR story	Stop reference asks; honest customer email if product-related

Chris Walker — dark social: Buyers discuss vendor failures in Slack/DMs — monitor via CS/sales, not just public mentions. → references/chris-walker-mental-models.md

Templates: skills/management-leadership/gtm-leadership/templates/crisis-holding-statement.md, crisis-faq-for-support.md
Experts: references/saas-pr-crisis-experts.md (Highwire, Offleash for retained PR)

Phase 7: B2B Creator & Influencer Partnerships

External creators (paid) vs employee advocates (enabled) vs customer champions (advocacy ladder) — three different programs; do not conflate.

Program	Owner	Canonical reference
Paid LinkedIn creators	Marketing	references/b2b-influencer-strategy.md
Employee advocacy	Marketing + HR	Advocacy ladder + social-selling SSI
Customer champions	CS + Marketing	Levels 4–8 above

Wishly-aligned minimum: 90-day bundle (posts + newsletter + co-authored asset); ICP overlap check before sign; bi-weekly reviews; measurement → references/b2b-influencer-measurement.md. Brief template → templates/b2b-influencer-program-brief.md.

Implementation Checklist

• Case study pipeline: 3 candidates in progress, 1 published/month target
• 20+ G2 reviews (respond to every one)
• Reference program: 10+ referenceable customers, capped calls/quarter
• Logo usage: permission obtained for all logos on website
• Advocacy ladder documented with levels, triggers, and rewards

Common Pitfalls

1. Asking for favors without rewards. "Can you write a review?" with nothing in return. Fix: Every advocacy request includes a reward — charity donation, swag, early access, co-marketing.
2. Over-using references. Same 3 customers do 10 reference calls each. They burn out. Fix: Cap at 2-3/quarter. Rotate.
3. Publishing case studies without metrics. "Acme Corp loves us" is not a case study. Fix: Every case study has before/after metrics.
4. No review response. Negative G2 review sits unanswered for months. Prospects see it. Trust evaporates. Fix: Respond within 24 hours. Every time.

Output Format

Customer marketing program plan containing: (1) advocacy ladder — all eight levels from logo usage to advisory board, with required NPS threshold, health criteria, and reward for each level; (2) case study pipeline — active candidates list, interview question set, and monthly production target; (3) review generation playbook — G2/Capterra NPS Promoter identification sequence, incentive structure, and 24-hour response SLA for negative reviews; (4) reference program spec — CRM field configuration, quarterly call cap per reference, and rotation schedule; (5) community format recommendation (Slack, LinkedIn group, or virtual roundtable) with launch scope and moderation plan; (6) implementation checklist with measurable milestones for each program component.

Quality Check

Before delivering, verify:

• All required sections complete
• Output matches the user's stated need
• No vague or unsupported claims
• Frameworks cited where applicable

Execution Artifacts

• references/framework-notes.md — Expert anchors + skill routing
• templates/output-template.md
• scripts/check-output.py
• references/crisis-management-playbook.md — external comms during incidents (Pattern 33)
• references/saas-pr-crisis-experts.md — B2B SaaS PR voices
• skills/management-leadership/gtm-leadership/templates/crisis-holding-statement.md · crisis-customer-email.md · crisis-faq-for-support.md
• references/community-selling-varun.md — Clay ecosystem GTM, Slack-first, community infiltration
• references/aneesh-wishly-b2b-influencer.md — Wishly Group / Aneesh Lal canonical playbook
• references/b2b-influencer-strategy.md — Master B2B influencer guide (program types, ICP selection)
• references/b2b-influencer-measurement.md — ROI, dark social, UTM limits
• templates/b2b-influencer-program-brief.md — Campaign brief
• templates/influencer-partnership-scorecard.md — Creator evaluation
• references/advocacy-program.md — Ladder, CRM fields, review triggers
• templates/case-study-interview-questions.md
• templates/reference-program-spec.md

Related Skills

• review-platforms — G2/TR generation and responses
• case-study-builder — Case study creation
• cs-playbooks — Customer success foundation
• content-marketing — Distribution of customer content
• referral-programs — Customer referral engine
• gtm-leadership — executive crisis war room (canonical)
• investor-updates — stakeholder comms if reputational Sev 3+