A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
This hub is built for anyone who wants to do more with the voices of their customers. Whether you're scaling advocacy, building trust with proof, or rethinking how to go to market — you're in the right place.
How-to guides and playbooks for building with customer voice
Campaign-ready templates and swipe files
Benchmark reports and reference best practices
Event recordings, expert sessions, and community spotlights
Ask questions. Share ideas. Trade wins. This is your space.
You don’t have to figure this out alone. The Deeto community connects you with other leaders using customer voice to build better GTM motions, faster-growing brands, and smarter strategies. If you are interested in joining when it launches, sign up below.
Automate advocacy management workflows
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Discover practical guides, templates, and tools to help your team close more deals, faster.
When was the last time you took a good, hard look at how your business operates?
Whether you've added new team members, expanded your product line, or shifted your target audience, a lot has probably changed (even from this time just a year ago).
Some changes are obvious, like a shift in employee culture or the launch of a new marketing campaign.
But the processes running them in the background? Broader shifts in buying behavior? Not so much...
That's why you take the concept of spring cleaning from home to your business.
The concept of spring cleaning is simple: out with the old, in with the new.
Specifically, that means refreshing your approaches to marketing, customer engagement, and internal processes to better align with current trends and achieve your business goals.
The process involves:
The good news is, auditing your business processes and strategies isn't as overwhelming as it sounds.
Let's dive in.
Newer businesses tend to invest in paid ads because they're easy to track, right next to the money, and deliver immediate results. While there's rarely a reason to axe them altogether, it's important to periodically reevaluate your mix of organic vs. paid marketing.
What are your CPL and CAC for each channel? Compare these costs to the return they generate, then clear out the strategies with a low yield and high cost.
With your leftover budget, invest in organic activities like social media, content marketing, and referral campaigns.
When it comes to organic marketing, your current customers play a critical role. Their advocacy helps you market to and close new customers. And their feedback guides your product roadmap.
But how much effort does nurturing and engaging with them require? A few signs you need to simplify the process:
Deeto cleans up this mess by creating an ecosystem of customer feedback and advocacy. Customers onboard themselves, indicate their availability and contribution preferences, and your team can auto-pilot customer-generated content and feedback.
As you change your marketing and brand messaging, add new content to your site, and make updates to your products, ICP, and value prop, it's important to double-check whether your site reflects your current goals and strategy.
There are two main areas you’ll want to focus on:
You probably don't need a massive overhaul, either. There are a few easy fixes you can make to up your conversions and improve your UX.
Take social proof, for instance. Websites with testimonials receive 45% more traffic, and adding customer logos to your homepage can boost its conversion rate by up to 400%.
Customers are simple. Whether they're making a purchase decision or are already a customer, they want three things: personalization, communication, and convenience.
You need to consider how your sales, marketing, and customer success operations contribute to or detract from that.
Just like you'd periodically go through your personal subscriptions, you should review your technology stack. Most companies use dozens of SaaS apps, which fragment and bloat their internal processes.
Nowadays, more companies offer one-stop-shop platforms for your marketing, sales, or customer success activities. Opting for all-in-one tools means your team can manage multiple tasks without having to jump from place to place, and you can access all your data from the same dashboard.
Deeto cleans the messy middle of customer activation. Use it to manage advocacy, user-generated content, referral marketing, and feedback in one place. Request a demo to see how it works.
When was the last time you took a good, hard look at how your business operates?
In Q1, you probably focused on acquiring new customers and setting the foundation for a successful year.
So, by April, you've got a pipeline full of new opportunities, and your outbound team is hustling to bring more in.
You’re also in a time crunch — you need to get the ball rolling before decision-makers take summer vacations and companies spend their budgets elsewhere.
In other words, Q2 is all about momentum.
To accelerate the already-spinning wheel, you have two things on the to-do list:
There's one group that can help you in both of those areas: your existing customers.
Buyers don't immediately trust salespeople. 92% of them trust referrals from people they know over your company's marketing content. 75% prefer not to interact with reps at all, which creates a huge barrier for new business.
Plus, everyone wants social proof. According to research from Gartner, three-quarters of today's B2B buyers look at at least three forms of advocacy before making a purchase decision.
By delivering the best possible experience, engaging customers through advocacy and product/feature testing, and turning their feedback into your strongest marketing asset, you're building a legion of brand champions who will bring you new customers for years. Since they also validate your product, new leads that fit your ICP become more likely to convert.
Maybe your 3 best reps are on vacay for 2 weeks. Maybe your highest-value prospect just paused their decision-making process. Maybe your latest campaign was a flop.
Things happen.
There are two ways having an advocacy program hedges you against slow business:
The stakes are higher when you have fewer deals in the pipeline. During those periods, a higher conversion rate and shorter sales cycle are particularly important.
There are three bases you have to cover:
Let's dive into strategies for each.
One of the best ways to reinforce customer loyalty is to engage them through advocacy. Here are a few program components you can consider:
A well-designed customer advocacy program has to be (a) flexible for each customer, (b) easy to participate in, and (c) value-adding for the participant. Some customers are happy to hop on reference calls, others are more into product testing, and a few will just want to leave a quick testimonial.
You need to make it simple for them to participate in your program by providing them with an easy way to submit feedback, reviews, referrals, and other content.
Activating your customers goes beyond advocacy. Your ability to retain them and future-proof your business also depends on how well you implement their feedback.
By proactively seeking this information, you'll identify and fill these gaps before they cause a retention issue. And your sales team can sell new customers on these features.
Here are a few ways to gather feedback:
Of all the ways to accelerate the sales cycle with your current customers, this is by far the best. And with Deeto's smart-matching feature, it's remarkably simple.
Deeto's smart-matching algorithm shows your sales reps which of your existing customers have similar use cases to the deals they're currently working on, plus all the content they've left in the system.
Reps can then select the most appropriate references and content to showcase, which results in more relevant social proof, reference calls, sales demos, and proof of concepts.
There are dozens of ways to personalize the customer experience. That's a topic that spans just about every facet of your business strategy.
In the context of your current customers, one of the best ways to expand your accounts is to market to them as soon as you implement feedback they've left about your product.
Let's say you're a CRM software vendor, and 100 customers have mentioned they want a plugin tool to help them automate their email marketing.
After determining there's a market for it and it makes sense to include it in your product suite, those 100 people should be the first to know. Your CS team can send them personalized messaging, letting them know you specifically listened to their feedback.
Some of those customers might buy it on the spot.
There are a few reasons companies struggle to accomplish this:
And all these things stem from a lack of technology to manage advocacy activities and resources. With Deeto, it's simple:
It's easier than making an Insta post. Request a demo to see how it works.
In Q1, you probably focused on acquiring new customers and setting the foundation for a successful year.
You probably measure customer activation in terms of how many people successfully complete the onboarding process or reach a certain level of engagement.
We aren't saying you shouldn't know your time to value or adoption rates. But truth is, that's a tiny step in the grand scheme of things.
Long term, you need customers who propel your business forward. People who...
In actuality, "activating" your customers is more about engaging them over time and solidifying a relationship. Jumping through hoops during onboarding is definitely the first step, but it's more about creating an experience that encourages long-term loyalty.
Let's dive into what it takes to accomplish that.
You can't even think about advocacy or expansion if you can't retain your customer base. And retention starts with onboarding.
The level of involvement you'll need in customer onboarding largely depends on the market you're selling into. Enterprise customers will, of course, need a lot more handholding than SMBs that deploy your solution only across a small team.
The basics:
86% of customers say they're more likely to stay loyal to a business that offers educational onboarding content. And before you engage customers in other facets of your business, like advocacy and testing, you have to get them excited about and continuously using your product.
Most companies get it wrong when it comes to choosing customers for customer activation programs. They pick a small group with whom they already have personal relationships or who show the highest CLV or engagement levels.
If you do this, you're leaving out tons of customers who would otherwise participate and grow their relationships with your brand.
Very few (if any) will participate in all of these activities. And some of your best participants won't be who you expect. That's why you need to invite everyone to join you and let each of them choose how they contribute.
If you're having trouble getting customers to participate at scale, 99% chance "you're making it too hard" is the reason.
If you want to turn customers into brand advocates, your program needs three things:
This sounds intimidating, but it's actually pretty easy to set up. With Deeto, customers onboard themselves and choose their contribution preferences. From there, they’re able to create a variety of content — quotes, reviews, testimonials, and even case studies — with the help of AI. And they can track their contributions’ impact and receive corresponding rewards, all in one place.
Sure, they'll be happy to write reviews, provide reference calls, and test new products. But you can't always ask for favors.
While advocacy and providing hands-on feedback are the best ways to create a highly engaged customer base, you also have to communicate with them in ways that add value to them.
You should also involve them in some of your marketing campaigns through user-generated content. When customers talk about or showcase their experience with your product, using it in your social media and web content will reinforce their relationship with your brand.
Practically every lead in your pipeline will want to see some form of social proof before signing the dotted line. Your customers can help you here in real time through reference calls, but your reps can also use content like case studies, reviews, and user-generated videos in their sales conversations. With smart matching, they’ll see
Your customers can help you here in real time through reference calls, but your reps can also use case studies, reviews, and user-generated videos in their sales conversations. With Deeto's smart matching feature, they’ll automatically see the most relevant content based on a lead's profile, interests, and stage in the buyer's journey.
You can run your whole customer activation program with Deeto. Request a demo to see how.
Learn how to build a client activation program that turns happy customers into powerful growth drivers.
Perhaps it goes without saying: the success of your customer activation program hinges on the types of customers who participate (and the quality of their feedback).
You want advocates who are:
But you also need their content to be authentic, relevant, and valuable for potential customers.
And that's where things get a little more challenging.
Since there's so much pressure around the questions of "Who would best represent our brand?" and "How can we get them to produce content?" most companies prioritize the recruitment of advocates over creating opportunities for them to contribute.
Sure, this approach nets you a handful of advocates. But it neglects the larger purpose of a customer activation program: to build trust and credibility in your brand through authentic voices.
Filtering out initial invites lowers your chances of building strong relationships with your customer base. And it's based on pre-made assumptions.
Instead of spending so much time in the beginning picking the "right" customers, open your advocacy program to everyone in your customer base.
This means providing all of them with the opportunity to contribute, in a streamlined process that doesn't require too much time and effort.
This way, they can create content (think: reviews, testimonials, and even case studies) unique to their own experiences. Then, you can decide which of that content is relevant to different sales and marketing initiatives.
With this approach, you're avoiding the time-consuming process of hand-picking advocates. You're also establishing a more authentic and diverse representation of your customer base. And you're encouraging more customers to spread positive word-of-mouth about your brand.
Plus, the feedback you'll get from casting a wider net of customers will give you insights into their pain points and preferences. This can help you improve your products and services and, in turn, attract/retain more customers.
"Don't jump the gun by filtering out customers in the beginning."
That's a bit vague. How can you tell which advocates and content are the "best" for your brand?
Let's dive in.
The only way you'll be able to gather the content you need is through a streamlined, automated system.
With a platform like Deeto, you can:
For your customers, the workflow is intuitive and fast. For you, the data is easy to access, and the content is optimized for your sales and marketing initiatives.
There are several different types of social proof. Some customers will be more comfortable with certain types of content over others. For example, some may prefer to write a review while others may want to participate in an interview.
Make sure you have options for customers to choose from, such as:
By tailoring your advocacy program to the individual customer, you're opening up the possibility for all types of social proof to emerge.
Now that you have a variety of content at your disposal, the question remains: What can you do with it?
Really, the use cases are endless.
You can also use customer feedback to inform future marketing and product development initiatives. Let's say you get quite a few comments about a feature customers wish you offered. You can use that feedback as a starting point for product development, then update your advocates and the rest of your customer base once you implement it.
Since it translates so well to web and social content, companies tend to see customer activation content as a marketing-only tool.
Really, there are several ways it drives B2B sales.
When you integrate Deeto with your CRM, you can use its smart-matching capabilities to connect specific content to individual prospects in your pipeline.
That way, you can personalize your outreach and give potential customers content that actually matters to their use case. And you can find the perfect customer reference for every prospect without having to do any manual digging.
Cherry-picking a few advocates for your program sounds like a good approach. It's only natural to think that the more "ideal" customers you feature, the better your brand will look.
In reality, that's not the most efficient or effective way to build brand trust and drive sales. By opening up your program to all of your customers and using customer activation software, you can create a more diverse representation of your customer base.
Request a demo with Deeto to see how your customers’ voices fit into your overall marketing and sales strategy.
Master customer activation by choosing the right advocates to boost engagement, trust, and conversions.
Without enough UGC, you'll never have an active, engaged community. And you won't have coverage for all the topics, features, and use cases that matter to your prospects.
If the content you do have isn't good, though, the amount of it won't make a difference.
In truth, you need both. A solid UGC strategy balances high-quality content with a steady stream of contributions.
In today's article, I'll walk you through how to strike that balance.
User-generated content (UGC) is any type of content created by your customers for your brand. In the B2B space, it includes:
Anything a customer creates and shares that references your brand counts as user-generated content.
UGC is social proof. You'll use it in your web content, email campaigns, and social media collateral to show prospects the value your product or service delivers. You can even integrate it into your sales cycle by sharing reviews and testimonials with leads to help them make a buying decision.
In a B2B context, high-quality customer-generated content meets three criteria:
As an example, if you're trying to win over healthcare companies, reviews from retail businesses won't carry much weight. And if your sales rep wants to win over a technical buyer, a case study about your product's ROI (that says nothing about integration or security) won't be a good fit.
The content you do share with customers doesn't have to be polished marketing copy. But it should be coherent and easy to understand.
And it should explicitly showcase the value of your offering through feature mentions, statistics, and tangible benefits (e.g., "Since using Product X, we've seen a 25% increase in production efficiency").
92% of B2B buyers say they're more likely to make a purchase decision after reading a trusted review. But G2 found that almost two-thirds of them want to see 11-50 reviews before they feel confident.
This is just one simple example of how higher volumes of user-generated content do a better job of nurturing leads through the sales funnel.
But reviews are just one type of UGC. For every deal, you're working with...
You need different types of UGC to support these touchpoints (and personalize them).
One case study won't relate to 10 different prospects. So, without enough content, you simply won't have adequate coverage.
It's also worth mentioning that the bigger your existing UGC repository, the more confident new customers will be about adding to it. When they see lots of other people contributing, it'll feel more like a community than a one-off gesture.
As is true with any kind of marketing, thinking only in terms of "quantity" is quite limiting. Instead of asking yourself, "Are we garnering enough user-generated content?" ask, "What are we getting out of the content we are creating?"
Think about:
Then, get creative. You can maximize the amount and quality of UGC you have by:
While you need quality, you can't afford to move slowly. Good news is, you don't have to — spending weeks on finding the “right” customer, interviewing, hiring copywriters and editors, etc., is a waste of time.
A platform like Deeto makes sourcing and managing UGC easy and cost-effective. Customers onboard themselves, choose their contribution preferences, and create content in minutes. Deeto's generative AI turns their feedback into usable case studies and dynamic web content. And smart-matching functionality connects your reps with relevant content for each sales conversation.
Request a demo to see how it can activate your customers, increase UGC volume and quality, and help you win more business.
Boost B2B trust & conversions: Balance UGC quality & quantity. Strategies for authentic content. Learn more.
Word-of-mouth: your most powerful (and important) marketing asset. Also, the most difficult one to manage cohesively.
Customer advocacy platforms are designed to help you encourage and manage customer reviews, referrals, testimonials and other forms of user-generated content at scale. If you have a good one, it can bring the power of social proof to you in ways you never thought possible.
But with several options each with somewhat different feature sets, how do you choose the right tool for your business?
Three reasons stick out as to why Deeto is the obvious choice here.
There are plenty of reasons companies struggle to turn their customers into brand advocates. Maybe your advocacy program...
All these potential pitfalls have one thing in common: they're direct results of putting the advocate last.
Most programs focus on (a) customers' contributions and (b) how they can help promote the brand. Little thought goes into what participants get out of the exchange or how easy it is to advocate.
You aren't to blame, though. If you're still handling communication through email and spreadsheets, it's impossible to keep the customer as your primary focus.
We designed Deeto to help you take the exact opposite approach.
Deeto's platform is both business- and customer-facing, meaning customers can onboard themselves. They define their own contribution preferences, input feedback, and Deeto's automated scheduling, smart-matching, and content generation capabilities take care of the rest. As they make contributions, they can track their impact and earn rewards.
It's an all-around more engaging experience. And it's one with far less friction.
From personalizing your own onboarding to imprinting your brand on user-generated content, Deeto gives you the ability to make your advocacy program truly yours.
Deeto's intelligent matching capabilities can also personalize which advocates are connected with which prospects. Your sales team can quickly get the right references in front of their prospects, increasing your chances of closing that sale.
At the same time, the platform's dynamic web content personalization feature helps you accelerate your sales cycle. It allows you to showcase the most relevant customer reviews and testimonials based on a visitor's interests, use cases, and behavior.
Aside from being a clear win for you, that level of personalization maximizes the impact of your customers' advocacy contributions. When advocates see their input actually drives business results, it reinforces their value and encourages them to stay active.
There are lots of ways your customers can advocate for you — referrals, reviews, written/video testimonials, case studies, reference calls, and more.
There are also countless ways your sales and marketing teams can use these contributions. And at different points in the sales cycle, buyers' priorities shift, calling for different types of social proof.
Before Deeto, you probably had to use different tools for each one. With Deeto:
And the icing on the cake: Intelligent suggestions help your sales team use customer-generated content in sales conversations in the most effective, targeted ways possible.
Request a demo to see how it works.
Word-of-mouth: your most powerful (and important) marketing asset. Also, the most difficult one to manage cohesively.
In 2024, social proof is the most valuable marketing currency.
The overwhelming majority of today's buyers look for reviews, testimonials, case studies, and other forms of customer-generated content before they even consider a purchase. Or, they consider a vendor their friend referred them to.
Why? Authenticity.
When someone vouches for your brand, they're doing it by choice. And that does heaps more for your credibility than any ad campaign.
So...how do you get more of your customers to be advocates? How can you turn as many positive experiences into recommendations and referrals as possible?
You have to build a customer advocacy program.
There are plenty of reasons for this, but they all boil down to a few common denominators.
The bottom line: you're limiting your own potential by making it too hard both for you and for your customers.
Despite the challenges of building a successful customer advocacy program, it's absolutely worth it. Social proof can increase web conversions by 270% and nearly 9 in 10 B2B decision-makers say they use it before investing in new products.
Plus...
A win-win. But you have to do it right.
The modern customer demands a frictionless experience and remarkable personalization. When it comes to your advocacy process, they expect the same — streamlined, engaging, and satisfying.
Here's what you need:
Sure, you want more sales. But true advocacy starts with thoughtful communication. You should strive to create an engaged community that advocates for your brand not because they have something to gain, but because they truly believe in you.
We mentioned the nightmare of managing everything manually via spreadsheet and email. It's also worth mentioning software won't help you much either if your processes operate in silos.
...should all happen under one roof. And needs to be self-service, so there's no need for extensive back-and-forth dialogue with your customers.
Artificial intelligence and process automation are the game-changers in customer advocacy today.
Use a platform like Deeto to:
With the right tools in your corner, it's a whole lot easier to personalize at scale and make your program a joy to participate in.
But remember, the whole point of advocacy is building relationships. Although it's a software-enabled process, you still need to make it authentic and human.
That means:
Deeto makes it easy to do all these things and more. If you want to learn how to build a frictionless, authentic customer advocacy program that amplifies your brand and helps you build stronger relationships with your customers, request a demo today.
In 2024, social proof is the most valuable marketing currency.
In B2B customers are always going for (a) the best solution for their company and (b) the best all-around experience.
Why? Because they know they’re required to have a long-term relationship with your company.
If you can’t deliver the engagement they’re looking for, they’ll leave as soon as they get the chance.
On a macro level, it's how you quantify the connection between your customers and your brand. But most companies overlook an important in-between step: customer engagement isn't just about the connection, it's about all the different processes that lead to that connection.
How you create, build, nurture, and maintain relationships with your customers all fall under the umbrella of customer engagement.
In a nutshell, that's what you should actually think of when someone in your organization brings up "customer engagement."
Anticipating your customers’ needs before they have to voice them is a great way to show them you've got their back.
Your customers themselves are the best sources of data, here. To know what they're going through, you need to focus your customer engagement strategy on continuous bi-directional communication and feedback.
There's no shortage of ways to do this, but here are a few battle-tested ideas to consider:
Either directly or through data analysis, these channels translate to insights you can use to make proactive improvements to the customer experience. When are they usually available? Which features would they like you to implement? What information are they looking for but can't find?
Countless businesses have a tendency to close the deal and forget about it. They might have a newsletter, a blog, and surveys they send out periodically. These are great for keeping clients updated, but they don't facilitate regular contact that pertains to how they use your product.
You need to maintain a consistent presence in your customers' minds. And that's where regular touchpoints come in.
The key here is to find the right balance between being helpful and being intrusive. You want to be present and valuable, but not overbearing.
"Add value" is B2B Sales 101.
Every high-performing seller knows not to ask for a demo right away. They have to give first, whether it's through time or information.
This concept is also something you need to apply to your customer engagement strategy.
When customers see genuine effort to provide value outside of the transactional relationship, they're more likely to reciprocate by staying engaged with your brand (and recommending it to others).
Every business needs expert ambassadors — customers so engaged with your company they'll want to share their experiences with others.
A customer advocacy program is all about turning someone who bought or subscribes to your product into an active promoter who:
Once you've emotionally connected with your customer base on that level, you've cracked the code. They'll always want to talk about you because they feel proud, taken care of, and part of your tribe. And you'll have the social proof to show for it.
Use Deeto to run your entire customer advocacy program. Customers input their own feedback, availability, and communication preferences. Whenever they refer a customer, participate in a reference call, leave a glowing review, or help you create quality content, they can get rewarded for their word-of-mouth contributions. Request a demo to see how it works.
Learn how to increase customer engagement with 4 actionable tips that boost loyalty and long-term value.
When asking yourself, "How can we improve our sales and marketing results?" you might look within. Really, it's about the customer.
86% of B2B buyers say what your current customers think of you is the most influential factor in their purchase decision.
The question is: How do you capture your customers' experiences and put them where your prospects are doing their research?
Easy. A customer advocacy strategy.
Customer advocacy is a sales and marketing strategy that focuses on leveraging the positive experiences and opinions of current customers to attract new ones.
It comes in many forms:
Basically, it's word-of-mouth marketing but amplified through technology and intentional, strategic efforts.
I've already written extensively about launching a customer advocacy program. If you're new to this, start there.
Your product has dozens of features, use cases, and benefits. And you presumably have multiple ICPs.
If all you're doing is broadcasting your customers' successes without consideration for who actually relates to them, you'll be hard-pressed to convert leads to customers.
So, figuring out which customers are the best fit for certain types of outreach and targeted messaging is an important first step.
Consider:
The same way you'd build a buyer persona to represent an ICP, create profiles for your advocates. That way, you can take a targeted approach that plays to their strengths, individually.
Plus, this ensures the messages you're amplifying through customer advocacy align with the messages the prospect in question actually cares about.
I can't stress this enough. Make helping you as frictionless as possible.
There are several reasons you might have trouble scaling your customer advocacy program. The vast majority boil down to a lack of resources and structure for those involved.
With a platform like Deeto, you can:
Plus, generative AI takes your customers' inputs and spins them into compelling case studies with minimal work for your team.
Today, practically everyone knows why you need social proof. But most customer marketing programs stop at placing reviews and testimonials on targeted pages (or asking for them on third-party sites).
What most companies seem to miss is the fact you can use your current customer base throughout the sales cycle.
Personalization is the key, here.
Different members of a buying group have different concerns. And they'll want to see different types of social proof, depending on where they are in the decision-making process.
Deeto's smart matching function makes this easy. Using their profiles, it automatically matches up prospects with best-fit customers and content for their use case, industry, and role.
You probably don't realize the extent to which you can actually weave customer advocacy into your other marketing initiatives. The possibilities are endless.
Of course, you want to add social proof to your email/ad campaigns, landing pages, product/service pages, and blog posts. But today's companies can take it a step further with personalized UGC.
Use customer marketing software that displays dynamic content based on who's visiting the page, which page they're on, and their history. That way, each person sees content that's most relevant to them.
You have to make your program compelling enough for advocates to keep sharing content and leads.
If you're accurately pairing advocates with prospects, you're halfway there (why would they waste their time on a low-impact program?).
But you can build on that.
In addition to increasing engagement within the program, this is what drives long-term retention and, by extension, healthier cash flow. And that's how it all comes full circle.
You can't do it all on your own, though. Well...you can. You just need software. ;)
When asking yourself, "How can we improve our sales and marketing results?"
See how Deeto helps you turn customer voice into a GTM advantage.
