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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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.
Peers Helping Peers
As customer advocacy professionals, we’re all deeply cognizant of one simple fact: we trust our peers, the lessons they’ve learned and the advice they’re willing to share.
Learnings from Decades of Amplifying the Voice of the Customer
This recognition of customer advocacy as a business essential is the result of a thoughtful evolution in the concept of “customer references” and a concerted effort to recognize both the myriad of ways customers imbue value back into an organization and the opportunities companies have to provide more value back to their customers.
5 Reasons Why A Company Should Think Twice Before Cutting Customer Advocacy Staff from the Budget
Whenever things are uncertain, marketing budgets are constantly the first to be slashed, and the customer advocacy program is frequently a prime target.
Supporting Sales Teams with References, Proactively!
Most Advocacy Professionals are tasked with the fulfillment of customer reference requests from Sales that are guiding prospective customers through the final stages of a sales cycle. Whether or not your team handles a large volume of incoming sales requests, there are numerous benefits to contacting opportunity owners ahead of them making reference requests.
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.