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.
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.

From Metrics to Community: The 2025 Advocacy Landscape
From Metrics to Community: The 2025 Advocacy Landscape

In 2025, expect increased emphasis on data-backed metrics to justify program value, the blending of advocacy and marketing roles, and the rise of personalized outreach powered by AI. Community-building initiatives, enhanced employee advocacy, and innovative formats like video storytelling will redefine how businesses engage advocates. These trends highlight advocacy as a business-critical strategy that fosters deeper connections, drives growth, and extends customer lifespans.

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RO Innovation, Fulfillment, Upland Software, Recruitment, Advocacy Platform Overview Emily J Feber, Advocacy Consultant RO Innovation, Fulfillment, Upland Software, Recruitment, Advocacy Platform Overview Emily J Feber, Advocacy Consultant

Fulfillment in Upland Software’s RO Innovation

Whether you're new to RO Innovation or an existing Upland customer, the platform offers a seamless fulfillment tracking experience, especially when managing activities across multiple accounts and contacts. By embracing the best practices, you can ensure optimal tracking, keep the request queue organized, expedite turnaround time, and most importantly, gain a sense of control and efficiency.

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