CMO · Playbook · Advanced · Saves 60+ hours
Customer Advocacy Program Blueprint
A complete blueprint for building a customer advocacy program that generates referrals, references, and revenue.
What's included
- Program strategy and goals
- Advocate identification criteria
- Engagement model design
- Recognition and rewards framework
- Technology and tools
- Measurement system
Best used when
- Launching advocacy program
- Scaling word-of-mouth
- Building reference pipeline
- Driving organic growth
- Improving retention
The template
The Template
PROGRAM STRATEGY
Advocacy Program Charter
| Element | Details |
|---|---|
| Vision | Build a community of passionate advocates who drive growth |
| Mission | Enable customers to share success and influence peers |
| Goals | X references/quarter, Y reviews, Z referrals |
| Scope | All customers meeting criteria |
Value Exchange Model
| What Advocates Get | What Company Gets |
|---|---|
| Recognition and status | References and testimonials |
| Early access to features | Reviews and ratings |
| Networking opportunities | Referrals |
| Professional development | Case studies |
| Exclusive content | Speaking opportunities |
| Rewards and swag | Product feedback |
ADVOCATE IDENTIFICATION
Identification Criteria
| Criterion | Weight | Score (1-5) |
|---|---|---|
| NPS score (9-10) | 25% | |
| Product usage (power user) | 20% | |
| Relationship strength | 15% | |
| Willingness to engage | 15% | |
| Company brand/visibility | 10% | |
| Expansion potential | 10% | |
| Tenure (>6 months) | 5% | |
| TOTAL | 100% | /5 |
Advocate Tiers
| Tier | Criteria | Benefits | Expectations |
|---|---|---|---|
| Champion | Score 4.5+ | Full VIP benefits | 4+ activities/year |
| Advocate | Score 3.5-4.4 | Standard benefits | 2-3 activities/year |
| Supporter | Score 2.5-3.4 | Basic benefits | 1-2 activities/year |
ENGAGEMENT MODEL
Activity Menu
| Activity | Points | Frequency | Description |
|---|---|---|---|
| Reference call | 100 | Per call | Speak with prospect |
| Case study | 200 | Per story | Participate in case study |
| Review | 75 | Per review | Write G2/Capterra review |
| Speaking | 150 | Per event | Present at event |
| Referral | 250 | Per referral | Introduce qualified lead |
| User group | 50 | Per session | Attend user group |
| Beta testing | 75 | Per program | Test new features |
| Content co-creation | 100 | Per piece | Co-create content |
Engagement Journey
Month 1: Welcome + onboarding
Month 2: First activity (easy ask)
Month 3: Recognition + community intro
Month 4-6: Regular engagement
Month 7+: Tier advancement, leadership
RECOGNITION & REWARDS
Recognition Program
| Recognition Type | Frequency | Examples |
|---|---|---|
| Public acknowledgment | Ongoing | Social shoutouts, newsletter |
| Exclusive events | Quarterly | VIP dinners, user conference |
| Professional growth | Ongoing | Speaking slots, content credits |
| Product influence | Ongoing | Advisory board, beta access |
Rewards Structure
| Point Threshold | Reward Options |
|---|---|
| 100 points | Branded swag |
| 250 points | Gift card ($50) |
| 500 points | Premium swag or $100 gift |
| 1000 points | Conference pass or major gift |
MEASUREMENT SYSTEM
Program KPIs
| Metric | Formula | Target |
|---|---|---|
| Advocate count | Total enrolled | |
| Active rate | Active last 90 days / Total | >40% |
| Activities completed | Total activities | |
| Referral revenue | Revenue from referrals | $ |
| Reference satisfaction | Prospect satisfaction | >4.5/5 |
| NRR of advocates | Retention of advocates | >110% |
Frequently asked questions
What is the Customer Advocacy Program Blueprint?
A complete blueprint for building a customer advocacy program that generates referrals, references, and revenue.
Who is the Customer Advocacy Program Blueprint for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Advocacy Program Blueprint take to use?
It saves roughly 60+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Advocacy Program Blueprint free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Advocacy Program Blueprint?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.