Welcome to the Deeto Hub
A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
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
Dynamically generate customer stories and social proof
Eliminate manual reference management
Track and report advocacy impact on revenue
Discover practical guides, templates, and tools to help your team close more deals, faster.
Overview:
It’s launch time. Join us for Deeto’s Q4 Product Launch Webinar where we unveil the next evolution of our AI-powered platform, built to help GTM teams scale customer-led growth like never before.
Why Attend:
See how Deeto’s new intelligence layer and latest AI agents — including the AI Interview Agent, AI Knowledge Hub Agent, and AI Content Agent — transform how companies capture, organize, and activate customer proof. This isn’t just a product update; it’s the next chapter for customer-led growth.
What to Expect:
Date: Thursday, November 6, 2025
Time: 9:00 AM PT / 12:00 PM ET
Location: Live Virtual Event (Zoom link sent upon registration)
Join us for Deeto’s Q4 Product Launch Webinar where we unveil the next evolution of our AI-platform.
Overview:
Product launches move fast. But without customer proof, even the strongest messaging can fall flat. Join Deeto and Sid Khaitan from Beekeeper for a live session on how product marketers can launch faster, smarter, and with proof that actually closes deals.
Why Attend:
Learn how Beekeeper’s product marketing team cut manual content lift by 30–40%, built a centralized library of launch-ready proof, and equipped Sales with the validation they needed from day one. Walk away with actionable strategies you can use to embed customer voice into every launch.
What to Expect:
Date: Thursday, October 2, 2025
Time: 9:00 AM PT / 12:00 PM ET
Location: On-Demand Virtual Event (link sent upon registration)
Product launches move fast. But without customer proof, even the strongest messaging can fall flat.
Overview:
Customer advocacy is evolving — and the old, manual way of managing references and stories no longer scales. Join Deeto and Amber Heffner from ParentSquare for a live session that unpacks how to turn scattered stories into a powerful growth engine.
Why Attend:
In this webinar, you’ll learn how ParentSquare grew their advocate base 4x in just 90 days, cut manual effort by 30%, and made advocacy measurable across sales and marketing. Discover practical plays you can use immediately, plus get a behind-the-scenes look at what’s next for AI-powered advocacy.
What to Expect:
Date: Thursday, September 18, 2025
Time: 9:00 AM PT / 12:00 PM ET
Location: On-Demand Virtual Event (Link sent upon registration)
Customer advocacy is evolving — and the old, manual way of managing references and stories no longer scales.
Overview:
Raise a glass with EMEA’s top customer marketing leaders. Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in London — a relaxed, high-value networking session designed to connect the brightest minds in customer-led growth.
Why Attend:
Network with customer marketing peers, share strategies that work, and uncover new ideas for scaling advocacy and proof. This is a chance to meet the people shaping the future of customer-led growth in EMEA — in a private, informal setting.
What to Expect:
Date: Wednesday, December 3, 2025
Time: 5:00 PM – 7:00 PM PT
Location: InterContinental London, The O2 – Private Suite
Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in London.
Overview:
Unwind, connect, and trade insights with the best in customer marketing. Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in San Francisco, designed for the leaders shaping the future of customer-led growth.
Why Attend:
This is your chance to network with industry peers, share best practices, and swap real-world strategies in a relaxed, informal setting. Whether you’re scaling advocacy, building community, or driving revenue impact, you’ll meet the people who are solving the same challenges.
What to Expect:
Date: Wednesday, September 10, 2025
Time: 5:00 PM – 7:00 PM PT
Location: Hyatt Regency San Francisco – 3SIXTY - TopGolf Swing Suite
Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in San Francisco.
Overview:
Your campaigns are optimized, your traffic is targeted — but conversions are stalling. Why? Because buyers don’t trust what they see. This guide shows you how to fix the trust gap on your site and turn high-intent visitors into qualified pipeline.
Spotlight:
This is a practical playbook for Demand Gen and Growth teams who need more than personalization and CTAs. Inside, you’ll learn exactly where to place customer proof, how to make it relevant to every visitor, and why embedding trust at the right moments can transform your website into a true revenue engine.
What to Expect:
Why It Matters:
92% of B2B buyers trust their peers more than your brand copy. This guide helps you stop relying on claims and start showing proof — everywhere it counts.
Download the guide and start turning your website into the highest-converting asset in your funnel.
This guide shows you how to fix the trust gap on your site and turn high-intent visitors into pipeline.
Overview:
Great product launches need more than messaging and a roadmap — they need proof. In this guide, you’ll learn how top product marketing teams embed real customer voice into every launch, eliminate the last-minute scramble for quotes, and equip Sales with proof that actually wins deals.
Spotlight:
This isn’t theory. It’s a field-tested playbook built for PMMs who want faster launches, stronger validation, and better alignment across Sales and GTM. Learn from real-world examples, including how Beekeeper cut manual content lift by 30–40% while creating a scalable proof engine.
What to Expect:
Why It Matters:
Stop launching on assumptions. Start launching with customer-backed proof that accelerates revenue impact and strengthens every part of your go-to-market.
Download the guide now and make your next launch your most credible one yet.
In this guide, you’ll learn how top product marketing teams embed real customer voice.
Overview:
Customer advocacy builds trust, accelerates deals, and fuels growth — but most teams are stuck running it on spreadsheets. This guide shows you how to scale advocacy without adding headcount, manual effort, or duct-taped processes.
Spotlight:
Inside, you’ll find a practical, step-by-step playbook designed for customer marketers who want more advocates, better stories, and measurable impact. See how companies like ParentSquare 4x’d their referenceable advocates in 90 days while cutting manual lift by 30%.
What to Expect:
Why It Matters:
Stop chasing stories and start scaling them. Build an always-on advocacy engine that drives trust, proof, and growth at every stage of your buyer journey.
Download the guide and turn customer advocacy into your most powerful growth lever.
This guide shows you how to scale advocacy without adding headcount.
Your customers are already telling you what works and what doesn’t. The question is: are you listening?
Buyers don’t take marketing claims at face value. They look to peers, read reviews, and rely on others’ experiences to make sense of it all.
That’s why customer feedback isn’t just a support or product function. When you integrate it into your marketing, you’re aligning your message with what real customers value, need, and say. And you’re adding a ‘proof’ factor that no other kind of messaging can replicate.
Customer feedback gives you unfiltered insight into what your audience cares about: pain points, priorities, objections, and outcomes.
While on the surface that sounds more like a product or sales issue, you have to consider the fact that the vast majority (roughly 70%) of the B2B buyer's journey happens before talking to sales. Not to mention, how effectively your product solves their pain points only matters once they’ve actually entered your funnel.
Marketing is how you get them there in the first place. If your messaging doesn’t reflect what customers actually care about, it won’t get them interested enough to keep browsing, let alone book a 30-minute demo.
B2B feedback loops used to be slow and surface-level. You’d run a quarterly survey or collect NPS scores and react after the fact. Better than nothing, but far from strategic.
Now, feedback loops are two-pronged:
You talk to customers, read reviews, analyze objections, and gather quotes. That gives you the raw material: what matters, what converts, what language resonates.
Once that marketing collateral exists, your systems take over. CMS and email platforms track what buyers click, download, and engage with, then automatically serve up more content like it. That’s the predictive layer that adapts to each buyer’s journey in real time.
But none of that automation works unless the core content hits. And it only hits if it’s grounded in real, unfiltered customer insight.
Really, customer-led growth is a natural response to the increasing number of options in nearly every purchase category (many of which are commoditized) and the simultaneous improvement in software's capacity to deliver better experiences.
The only real way to perfect a product, market it better, and sell it more effectively is to relentlessly apply the feedback of the people who are already using it successfully to all those areas, respectively. That’s how you retain your users and attract more just like them.
From a marketing perspective, your messaging, positioning, and content strategy all have to be reverse-engineered from what already-successful customers actually think, say, and care about. Not what your team assumes they care about.
Each piece of content has to be served on a case-by-case basis. Almost two-thirds of B2B buyers say they expect “fully” or “mostly” personalized content. And it has to actually feature those customers — social proof influences 9 of every 10 buyers evaluating solutions.
There are three kinds of customer feedback your marketing team is primarily looking for: direct, indirect, and passive feedback.
Direct feedback is the most explicit form of feedback. Customers tell you exactly what they think through surveys, Net Promoter Scores (NPS), interviews, and support questionnaires. It’s ideal for uncovering satisfaction levels, unmet needs, and common objections.
Indirect feedback isn’t said outright, it’s observed. Actions like drop-offs in your onboarding flow, time spent on certain product features, and recurring themes in public reviews show where your product or messaging needs work. Because of this, requires alignment with your product team.
Customers talk when you’re not in the room. Comments on forums, X (Twitter), Reddit, and even Zendesk tickets contain gold if you’re paying attention. Passive signals help you spot emerging problems or opportunities before they escalate.
Chances are, your goals are to tighten your messaging, improve conversion rates, and build more credibility across touchpoints.
The framework is simple:
You launch a short-form customer survey right after onboarding and again after 90 days. You also run quarterly customer interviews with your highest-LTV accounts.
From this, you uncover the real reasons customers chose you. You hear phrases like “simplified implementation,” “saved us from two failed pilots,” and “finally got buy-in from legal.”
Now you’ve got your raw messaging.
You check G2 reviews and content engagement analytics. Your highest-performing blog post? It aligns with what your best customers said during interviews. You also notice that demo bookings drop off after a specific page in your onboarding funnel.
You cross-reference this with product usage data and realize you’re overselling a feature that most customers don’t use until month two.
This helps you re-sequence your messaging and prioritize the actual buying triggers early on.
Your support team tags every ticket by topic. Your community manager monitors Reddit and LinkedIn threads where your product comes up. You’re seeing recurring friction around integrations not because they don’t work, but because buyers don’t understand how they work.
That’s a positioning problem, not a product one. So you update web copy, add a comparison page, and create a short explainer video. Now you're closing that loop and reducing support volume at the same time.
You use tools like Typeform for surveys, Gong for Voice of the Customer insights, and Userpilot (app) and Hotjar (web) for behavioral analytics. Your team relies on G2 data to stay on top of evolving sentiment and competitor mentions.
Then, you plug Deeto into the process.
Its integration with G2 lets you automatically pull in the most relevant quotes from happy customers. You use it to repurpose those insights into testimonial blocks, objection-handling content, and social proof snippets across your site.
Deeto also helps you distribute that social proof, embedding it into product pages, landing pages, and even sales decks and personalized microsites. At that point, you’re using feedback to improve your marketing, but you’re also using it to 10x that content’s impact and credibility.
Customer feedback shapes your marketing in two critical ways:
We’ve already covered this; talking to customers helps you understand what actually matters to them. Their words reveal the pain points, outcomes, and objections that your copy needs to address.
Great feedback isn’t just a guide. A relevant piece of social proof that mirrors your prospect’s own experience will almost always outperform copy you wrote from scratch, even if that copy was rooted in that same experience.
This is why the best B2B brands actively incorporate social proof throughout their web content rather than burying testimonials on a single “Reviews” page. They weave them into homepages, product pages, pricing pages, ads, and email nurtures.
It’s one thing to know feedback is important. It’s a whole other to consistently collect the kind that actually helps you shape strategy.
Start by embedding feedback collection into existing touchpoints.
This is where software sharpens the system.
Deeto, for example, pulls in high-quality feedback without manual scraping. Customers onboard themselves and leave it in the system. Then, it tags responses and helps you spin them into usable marketing assets like testimonial blocks, social snippets, and landing page copy.
Beyond that, there are a few more layers:
Chances are, you’re already using most of these. To get the most out of your feedback, your focus should be on integrating them so you can see the whole picture.
Collecting feedback is step one. Making it actionable is what turns it into a customer-led marketing strategy.
Start by looking for recurring language. How do customers describe your product, your value, or their frustrations? Look for:
That’s what forms the basis of your product roadmap.
Don’t let feedback pile up into a black hole. Categorize it by:
This helps you zoom in on the exact part of the buyer journey that needs work and gives you the right kind of quote or insight when you’re building content for that stage.
You don’t need a PhD in research methods. What helps:
The goal is to synthesize. When you can distill 1,000 pieces of feedback into five strategic takeaways, you start making the changes that have a huge impact on conversions.
Especially if you’re new to customer-led thinking, there’ll probably be some places you’ll mess up. Here are the most common (and costly) mistakes we see B2B marketers making in this department:
It’s tempting to build messaging around your cheerleaders, but all that does is give you a warped view of the market. The feedback that sharpens your strategy also comes from churned users, deal losses, and customers on the fence. That’s where the friction lives, and friction is what tells you where to improve.
You had a few interviews last quarter, got some great quotes, and feel good about your messaging. But customer needs evolve. Language shifts. New competitors enter. If you’re not gathering and analyzing it continuously, your strategy will slowly drift out of alignment.
Customers don’t always have the vocabulary to describe their real problem. They’ll ask for a feature when what they actually need is a clearer outcome. Your job is to read between the lines. Look at behavior. That’s where the deeper insight lives.
Yes, that glowing testimonial looks great on your website, but is it strategic? The best feedback highlights specific outcomes, objections overcome, or differentiators that actually move the needle in buyer decisions. Don’t just collect “we love it” — go after what made the difference.
If it’s stuck in a spreadsheet on marketing’s desktop, your customer knowledge and experiences won’t live up to their full potential. Feedback is more powerful when it’s shared, centralized, and used across the go-to-market team.
Deeto helps you:
Not to mention, it facilitates your entire customer engagement marketing flow: referrals, references, UGC creation, the list goes on.
At most B2Bs, customer feedback is the most underutilized growth lever. It sharpens your messaging. It fills your funnel with trust-building content. It closes the gap between what you think your buyers want and what actually drives them to act.
The main takeaway is that the best marketing teams treat feedback as an ongoing input. They build systems to collect it, tools to analyze it, and habits to apply it across product, sales, and brand.
Whether you’re refining copy or shaping strategy, your customers already have the answers. You just need to listen and build around what they tell you.
Discover how customer feedback influences marketing strategies, drives decisions, and helps build a stronger brand.
See how Deeto helps you turn customer voice into a GTM advantage.
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