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.

See a topic you’d like to learn about in greater detail? Contact us! We’d love to start a conversation.

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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Technology, Point of Reference, ReferenceEdge, Advocacy Platform Overview, Fulfillment, Recruitment, SalesForce Jerry Kleva, Senior Advocacy Consultant Technology, Point of Reference, ReferenceEdge, Advocacy Platform Overview, Fulfillment, Recruitment, SalesForce Jerry Kleva, Senior Advocacy Consultant

Stepping Up to the ReferenceEdge

These features of Point of Reference’s ReferenceEdge provide powerful tools to enhance a program’s customer advocacy efforts, and these are just a few examples of the capabilities we’re excited to see in action with our clients!

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Meet the Team Jerry Kleva, Senior Advocacy Consultant Meet the Team Jerry Kleva, Senior Advocacy Consultant

Meet the Referential Team: Jerry Kleva

A former Air Force pilot, prior to joining Referential, Jerry worked at Fogdog Sports, an eCommerce online sporting goods company. From there he settled into the telecommunications industry, landing at Portal Software, then spending 13 years in Oracle’s communications industry group, and finally in the advocacy program at 8x8. Jerry views his past roles – such as Production Analyst, Curriculum Developer and Technical Instructor – as invaluable experiences that have all helped prepare him for his career in customer advocacy where he is now in his 16th year.

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