#general

my team runs NPS and voc end to end - nps is done bi-annually and we are building other surveys to drive signals tied to key moments in the journey ie. onboarding, renewals, premium support engagements to name a few

We don't do a standard NPS send, but I'm firmly in the camp that tech audiences aren't a good fit for the traditional NPS question. Instead, we use different checkpoints like onboarding, renewal, expansion, etc. to ask users specifically about how much value they feel like they're getting from the product. So, an onboarding survey might ask whether or not the user felt like the resources we provided set them up for success and a renewal survey would ask how well we met the expectations they had over the previous contract period, etc.

<@U09AD7UAFJ8> I wonder if this has to do having a cyber security audience. The basic premise of NPS, would you recommend the product to a friend, may be flawed with this audience. Wonder what other cybersecurity CMAers think.

At past companies, I've sent quarterly NPS surveys to the main contact on each active customer account. We started the quarterly NPS survey invites on the 90th day of the new customer contract start date and then every 3 months afterward. Also, we excluded customers who were within 30 days of their renewal.

💥 Wondering if members are (still) sending NPS surveys. We're having a challenge getting customers to respond and sending quarterly to all.

Any suggestions of a tried and true approach?
• How many times per year do you send and to whom?
• What is the trigger to send the survey: e.g. all customers, quarterly or each time a support ticket is closed, etc.

What’s the CMA outlook for 2026?
• Are there enhancements to your program you are excited about
• Will new roles emerge as a result of AI
• Where are the vendors headed
2026 CMA Vendor and Practitioner Outlook is coming in January.
I’m looking for the thoughts of those in the CMA ecosystem. There are only 3 open text questions, all responses are confidential, and the deadline is Jan 9. Here is the* practitioner link* or the vendor/consultant link.

P.S. The analysis of the 2025 CMA Job Market will also be published in January. There will be a section on what practitioners can do to prepare for their next role.

Lots of other plans for 2026 and can brief you if you would like to connect. Happy Holidays to all …Irwin

Quick question: how many hours per week are you putting in as a customer advocacy/marketing/lifecycle/VOC etc. professional? What do you feel is expected?

<@U08U4PV81KP> <@U09E7QN7R27> the number of linked in connections and followers is another signal worth looking at. I have data on the difference in the number of LI connections between active and not so active advocates.

It's a manual slog to find people in LI and we can do it quickly and cheaply.

Super helpful as always 👍

I am very early in this process but this very uniquely depends on what signals you have available to you and how your org is structured and operates.

1. I worked with my manager on identifying all the signals that may indicate a customer is ready to be an advocate (successful onboarding, product usage + sentiment, etc.),
2. Then figure out who & where (hubspot/marketo, personal invite from CS/Sales) that message comes from
3. I’ve also done some campaigns where I start with a survey (mostly around product/use cases), allow customers raise their hand for advocacy and then i launched a 3 email nurture series to those who raised their hand for advocacy encouraging them to participate in different activities starting with lowest lift (leave a review) to heaviest lift (answer Q&A for a blog post). Each was tied to an incentive and it yielded some quality content. I think we were able to publish 5 blog posts as a result of this. Knowing that AI is quickly changing everything - I am starting to plan for the ability to scan all customer data sources to flag customers who are prime for advocacy and recommended advocacy activities based on criteria e.g. customer is over $50m in revenue, healthy product usage = good candidate for a GPI review

I think segment and personalization also depends on your org, goals, etc. Lmk if I understood your question correctly or this was helpful at all.

Hiiiiii - My brain is like 🤯 in a good way from the Captivate Collective certs this week. (heads up: you’ll prob see lots of questions from me this week)

Right now, I’m curious about the advocate acquisition process.

1. what triggers your nurture campaigns?
2. how do you segment/personalize messaging?

Fixed it, the call is at https://us06web.zoom.us/j/4029861639 NO additional Vendors please! @channel

I can’t get into the call

Anyone else fried this week? Between christmas shopping, schedules, taking some classes this week, and work (plus 3 snowdays for kids), I'm dragging.

I hope your December is much more merry 🙂 🎄 🎁

@channel Are you joining us tomorrow?

👀 We'll take a look at Zealot, an advocacy and reference platform recently purchased by UserEvidence.

Come, see what's new and ask questions!

Please, RSVP https://luma.com/42pjalh4

Hello to the community-

I am looking for 20 current CMA Managers and Specialists to participate in a skunkworks project I am working on. I promise it will be interesting but can't go into details. DM or just reply here if you are curious...Irwin

Just tried LinkedIn’s new AI interview feature and it’s legitimately awesome. Smart questions, instant feedback, and super easy to use. Highly recommend if you’re prepping for interviews.

Does anyone have ideas on campaigns demand gen can implement to go after the security team at a customer site where they have a champion already at the networking level but want to move up and over to the CISO level?

I am very curious 👀 https://www.linkedin.com/posts/annafurmanov_im-very-very-very-very-very-curious-how-activity-7404173038042157060-Hl3i?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAADgd5wBQJtqKlunYDmjmcxCaHJieH8X18s

Does anyone have documentation/playbooks around advocacy entering new verticals and geos?
We're expanding into both next year and I want to proactively have a GTM plan so that leadership isn't asking us to reactively spin groups/communities/stories etc up.

Ai Study Group update:
4 of us met today and decided to hold 45 min calls every other Tuesday, starting January 6th, 2026 at 12PM EST for our new Ai Study Group.

Ai Homework assignment, if you want to follow along with us:
• Identify ONE problem you'd like to solve with Ai
• Map out the problem and solution (What would you like Ai to do, at what step, what is your preferred solution?)
• Ask your preferred Ai tool how it can help
If enough people are interested in following along with assignments, results from our calls, etc, I'll expand this into a new channel.
Comment below if you'd like to be on calls, just do the homework, etc.

PS: Our Friday call this week is 1st in our new Community Demos series with UserEvidence's new Advocacy platform: Zealot. RSVP here.

Hi all, I'm running a webinar this Friday for marketers across Australia who want to learn more about customer marketing. Would love love some feedback on this slide in particular, which outlines three pillars of customer marketing.

Is there another pillar missing? Or examples that I've left out? Thanks for your help! Customer marketing as a function is moving pretty slowly in APJ, so trying to do what I can to grow it out here!