Welcome to the Referential Blog!

As a team of consultants embedded in dozens of unique customer advocacy programs at any given moment, Referential is constantly exploring, implementing, and improving on strategies and best practices.

Join us as we discuss the latest tips, tricks, and techniques in customer advocacy and customer marketing.

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Customer Marketing and Advocacy Blog | Referential Inc.
Executing Large-Scale Customer Advocacy at Meraki
Executing Large-Scale Customer Advocacy at Meraki

At CustomerXCon 2024, Cisco Meraki’s former Director of Global Customer Marketing shared how a small team leveraged external support to successfully launch a major advocacy project—proving that the right partner can drive both strategic direction and scalable results.

Building a Scalable Advocacy Program: Lessons from Avalara’s Senior Customer Advocacy Manager 
Building a Scalable Advocacy Program: Lessons from Avalara’s Senior Customer Advocacy Manager 

Avalara’s customer advocacy journey shows how the right support can turn a strong vision into a scalable, high-impact program. Senior Customer Advocacy Manager Anna Whiting shares how partnering with Referential helped Avalara select the right platform, drive internal alignment, and bring their advocacy strategy to life.

Turning Fans into Fuel: Metrics to Get Leadership Fired Up About Customer Advocacy 
Turning Fans into Fuel: Metrics to Get Leadership Fired Up About Customer Advocacy 

Customer advocacy programs are powerful growth drivers—but to secure leadership buy-in, you need more than just enthusiasm. In this blog, you can expect to learn which metrics will resonate with leadership and how to use them to justify your program’s value.

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Program Management, Training and Certificates Anonymous Program Management, Training and Certificates Anonymous

The Fundamental Components of a Customer Advocacy Program

Customer advocacy – the process of identifying and sharing the stories of success and delight from satisfied customers to educate prospective buyers about the value a company offers – has enormous potential to meet B2B buyer demand for peer references, and positively impact company revenue. To realize this potential, however, customer advocacy programs must be strategically designed to ensure advocacy efforts support the needs and interests of customers and align to broader business goals.

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