Building a Scalable Advocacy Program: Lessons from Avalara’s Senior Customer Advocacy Manager
At CustomerXCon 2024, industry leaders in customer advocacy gathered to share insights, challenges, and successes. Among them was Anna Whiting, Senior Customer Advocacy Manager at Avalara, who discussed the evolution of Avalara’s advocacy program and the role of expert support in its success.
What challenges led you to seek customer marketing support?
"We were in the early stages of building our advocacy program and lacked a dedicated technology beyond Salesforce. While we had a vision, we needed expertise to help us select the right platform, implement it effectively, and integrate it into our broader marketing efforts."
How did external customer marketing support from Referential help?
"The team helped us navigate the platform selection process, ensuring we invested in a solution that fit both our short-term and long-term needs. They also guided the implementation and integration into Salesforce while supporting our strategy for engaging advocates effectively."
What improvements have you seen?
"Their partnership gave me the ability to take full ownership of the program. We moved from simply envisioning advocacy to executing a strategic plan backed by best practices and a well-integrated platform."
What advice would you give to others considering a customer marketing agency?
"Have a clear vision for what you want to achieve. A great partner will help refine and execute that vision, but internal buy-in and goal setting are critical to success."
Final Thoughts
Customer advocacy is no longer an afterthought—it’s a strategic necessity. Avalara’s journey highlights the value of expert guidance in turning an idea into a scalable, results-driven program.
Whether you're just starting or refining your approach, having the right expertise can make all the difference.
