The Voices That Inspire, Build, Prove, and Begin: Celebrating the Power of Customer Authenticity

Every company says they are customer-led, but at Deeto, our customers show us what that truly means. They help shape our strategy, challenge our ideas, and inspire the next generation of innovation. Each partnership deepens our understanding of what it means to listen, to learn, and to lead with authenticity. This Thanksgiving, we are celebrating them—the voices that make our community extraordinary.

The customers we highlight here remind us that advocacy is not a single act or department. It is a shared language built on trust and collaboration. When customers share their experiences, they create confidence for others and drive progress for everyone. The companies featured below represent how far advocacy has come and how much more powerful it becomes when it is connected to feedback, intelligence, and measurable impact. These are the voices that inspire us every day to build technology worthy of their belief.

Voices That Inspire

The customers in this category have redefined what advocacy means in modern marketing. They have built communities that celebrate authentic experiences and turned their customers into teachers, mentors, and champions for others. Their programs prove that advocacy is not only about recognition but about empowerment—the ability to share success in a way that fuels connection and creativity. These organizations have shown that when advocacy is treated as a living, breathing system of engagement, it can inspire entire industries to move forward together.

Knak

“Building Knak Nation has been an incredible journey for our team. We started from the ground up and, within 90 days, created a customer-knowledge program that connects and celebrates our most passionate users. In the first month alone, we generated dozens of authentic stories and quotes that highlight the creativity and success of our community.”
Jeff Coveney, Brand Evangelist, Knak

6sense 

“Most teams treat customer marketing as an advocacy program. Those are great outcomes, but they are byproducts of realized value, not the mechanism that creates it. Customer marketing is far more powerful when it is treated as a usage engine, a system designed to drive adoption, expansion, and long-term growth.”
Latane Conant, Chief Marketing Officer, 6sense

Wrike

“Revamping our customer program has been a complete game changer. We went from managing everything in one chaotic spreadsheet to a streamlined, organized system where customer advocates are easy to find and ready to support at any moment. It’s created efficiency, clarity, and a stronger connection between our teams and our customers.”
Karilla Dyer, Senior Customer Advocacy and References Manager, Wrike

Atlassian

“Our focus has always been on empowering customers to tell their own stories in their own words. We believe the best proof of value comes directly from their experiences, and our role is to make sure those voices are heard, celebrated, and shared in ways that inspire others.”
Kristen Smith, Head of Global Customer Marketing, Atlassian

Sales Assembly 

“Customer voice is everything to us. Our entire community is built on the idea that people learn best from the experiences of their peers. By elevating those voices, we create resources that educate, influence, and inspire the next generation of revenue leaders.”
Matt Green, Chief Revenue Officer, Sales Assembly

Beekeeper

“Our process for collecting and sharing customer stories has come a long way. We’re now able to spotlight the incredible success our customers are seeing, make those stories easily accessible to sales, and recognize our advocates for the impact they’ve made. It’s created a stronger connection between our teams and the customers who inspire us.”
Sid Khaitan, Senior Product Marketing Manager, Beekeeper

Voices That Build

The companies in this group believe that growth is built through listening. They view feedback not as a checkbox but as a catalyst for innovation. Each has designed processes that bring customers into the center of their decision-making. They use insights to refine products, improve experiences, and strengthen relationships across teams. Their stories show that when feedback and data are combined with empathy, the result is progress that lasts. These are the builders who treat customer voice as a shared foundation for collaboration and continuous improvement.

Vimeo 

“Our customers shape everything we create. Their feedback, ideas, and experiences influence how we innovate, how we communicate, and how we grow. By capturing and sharing those insights across our teams, we can build stronger relationships and tell even more authentic stories.”
Sheryn Anthes, Director of Customer Marketing, Vimeo

ParentSquare

“Bringing everything together in one place has completely changed how we work. Our teams can collaborate more easily, share insights faster, and stay focused on what really matters—supporting our customers and the communities they serve. It’s helped us strengthen relationships and create more meaningful impact every day.”
Amber Heffner, Director of Customer Advocacy, ParentSquare

Acumatica

“Customer proof is one of the most important ways we learn, evolve, and communicate our value. By capturing real outcomes and connecting those insights across teams, we can align product, marketing, and sales around a shared goal—helping our customers succeed. Every launch, every story, and every conversation starts with their voice.”
David De Rego, VP of Product Marketing, Acumatica

Pigment

“Customer feedback is one of our most valuable growth signals. By capturing and sharing customer stories across our teams, we can highlight their success, learn from their experiences, and make smarter decisions together. It allows us to continuously evolve and showcase the real value our customers achieve in partnership with Pigment.”
Karin O’Grady, Global Customer Marketing Manager, Pigment

Cymulate

“Listening to our customers and understanding their experiences is at the heart of how we grow. By gathering feedback and turning it into meaningful insights, we can highlight their success and the impact they’ve achieved. Sharing those stories across our teams helps us engage prospects authentically, and ensure our customers’ voices guide how we communicate.”
Aviva Spotts, Customer Marketing Manager, Cymulate

Datarails 

“Customer proof has become a powerful driver of our sales motion. Our teams can identify references, activate referrals, and connect the right stories to the right opportunities faster than ever. What once took days now happens in minutes, creating real momentum and visibility across the business.”
Aviv Canaani, Chief Revenue Officer, Datarails 

Voices That Prove

Trust has always been the foundation of strong brands, but today it has become a measurable advantage. The organizations in this category understand that proof is not a static asset but a living, evolving story. They use Deeto to capture authentic evidence of customer success and make it visible to everyone who needs to see it—marketers, sellers, and decision-makers alike. They show how advocacy becomes even more powerful when it is paired with data and automation that help the right proof reach the right audience at the right moment. Their work reminds us that credibility is not given; it is earned through the consistent, authentic voices of satisfied customers.

Cyera 

“In cybersecurity, trust is everything. Our goal is to amplify the voices of our customers in ways that build confidence with every buyer. By giving our teams faster access to verified proof and authentic customer referrals, we can demonstrate value through real results rather than claims. That level of authenticity accelerates conversations and strengthens the relationships that drive growth.”
Megan Bickford, Sr Director, Campaign Strategy & ABM, Cyera

Drata 

“Customer proof has become a key part of how our revenue team builds trust with prospects. Our sellers can access verified references instantly, giving them the ability to answer questions with evidence instead of promises. That level of visibility saves time, strengthens credibility, and helps us close business faster.”
Kristen Howard, Director, Customer and Community Marketing, Drata

Made4Net 

“Our customers are at the center of how we grow. By building a structured advocacy program, we’ve been able to connect their success directly to our brand and sales efforts. Their stories strengthen credibility with new buyers, accelerate deals, and remind our teams every day why customer partnerships matter.”
Renee Truttmann, Chief Marketing Officer, Made4Net

Dropbox 

“Our customers’ experiences are the most powerful proof of our impact. We’ve built greater visibility into where advocacy lives and how those relationships can help others make informed decisions. What was once a manual process is now a thoughtful, connected way to highlight customer success and empower every seller to lead with authenticity.”
Mariah Lincoln, Head of Integrated Campaigns, Dropbox

Klaviyo 

“Customer marketers are constantly navigating new tools, shifting priorities, and competing metrics of success. What matters most is staying focused on impact—creating programs that genuinely help customers succeed and amplify their stories in ways that drive growth. The noise will always change, but the voice of the customer remains the signal.”
Ciana Abdollahian, Head of Customer Marketing, Klaviyo

DailyPay

“The best partnerships are built on understanding. Working with a team that truly anticipates our needs and supports our vision has made all the difference. It’s helped us strengthen relationships with our customers and turn every interaction into an opportunity to build trust.”
Maria Braune, Director of Client Advocacy, DailyPay

Voices That Begin

Every success story has a beginning, and these customers represent the next generation of organizations investing in customer voice as a core growth strategy. They are building their advocacy and feedback systems with intention, ensuring that intelligence, insight, and authenticity are connected from day one. These early adopters remind us that customer marketing is no longer a supporting role; it is a growth function that links value creation with storytelling. Their journeys mark the start of a new chapter for their companies and for the Deeto community.

HP  

“Our customers are our strongest proof of innovation. We are creating a more intelligent, scalable way to connect those customer experiences directly to our go-to-market teams. It gives us real visibility into where advocacy lives, and helps us turn that trust into momentum for the business.”
Richa Pande, Global Head of Marketing, Industrial Print

G-P (Globalization Partners)  

“At G-P, our customers are the foundation of our global story. We want to bring those voices together across markets and languages, making it easier for every region to share proof of value in a consistent and authentic way. It’s how we scale trust globally.”
Jen Anderson, Director of Customer and Lifecycle Marketing

Bizzabo

“Bizzabo has always believed that customer insight is the foundation of meaningful innovation. We are building programs that connect real customer experiences to how we position, launch, and evolve our products. It reflects our commitment to staying ahead of the market, listening with intention, and creating value that grows with our customers.”
‍Gabrielle Scott, Director of Product Marketing, Bizzabo

Qualys  

“Our customers are at the center of everything we do. We want to showcase their success in the most authentic and transparent way possible. By capturing real proof of value from across our portfolio and sharing it thoughtfully with prospects and partners, we help others see how our customers achieve meaningful outcomes with Qualys.”
Tami Casey, Senior Director, Global Corporate Communications

Five9 

“Deeto gives us visibility into the customer relationships that drive our business forward. It helps our teams identify strong advocates, connect them with sellers who need proof, and recognize the customers who make our success possible. It’s bringing our advocacy strategy to life.”
Jennifer Edwards, VP of Customer Experience

Webflow  

“Our customers are creators by nature, and their success stories are what inspire others to build. We want to make it easy for those stories to be seen and celebrated, connecting them to new opportunities and inspiring even more creativity across our community.”
Veronica Hsiao, Director, Customer Marketing & Community

In Closing

Every organization featured here shares one belief: that customers are the truest reflection of growth. Advocacy, feedback, and proof all begin with real experiences and genuine partnership. These customers have shown what it looks like when companies turn that belief into action, treating customer voice as the foundation of how they build, sell, and grow.

To our customers, thank you for your partnership, your creativity, and your trust. You are the proof that authenticity works. You are the inspiration behind every innovation we make. Here’s to the voices that continue to inspire, build, prove, and begin the next chapter of customer-led growth.

‍