#general

We were recently discussing this as a group, and had several ideas on what we could ask in a survey. I would particularly like to focus on practice plays. <@U08CTJ60796>

<@U08CTJ60796> I am looking for 35 companies to participate in a survey of their advocates that will result in the first of its kind benchmark for advocacy programs. We ask some of the obvious questions and also not so obvious ones.

If anybody want to see the survey, DM me. It’s free, fully customizable and open to small and large programs.

and I don't know why this just popped into my head but this is what I feel like sometimes...

BIG survey guy here, haha (seriously spent way too much time on customer surveys my entire career) - here's my thoughts:
• (Assuming you have more than 100+ users - otherwise just go talk to them 1:1) Yes - it makes sense to do some sort of periodic (once a year at a minimum, though I really like twice a year for most companies, can be more frequent with a really large user-base where you can then rotate/segment lists)
◦ structured and scaled feedback from a survey is a critical channel for insights on what's going well, what you need to improve, why customers buy, what type of results they are seeing, etc
• Re Goals - if this is the only survey going out in a year - it needs to serve several different purposes/functions. If you have a larger customer base and you are doing more lifecycle based surveys more frequently, then the surveys can be more narrow/precise in their purpose (e.g. content/advocacy survey, onboarding survey, win/loss survey, product mgmt survey). I love Customer Marketing running the survey - but...you are now the keeper of incredibly valuable insights, and therefore - I believe you have a duty to make sure other functions (ie product, CS, sales, strategy, etc) get (at least some) of what they need from this incredibly valuable touchpoint to customers.
◦ Make sure to include a variety of questions that would not only serve your needs (I'm imagining more customer advocacy and content related stuff - ie the positive responses) - but also serve other functions - e.g. questions about how you could improve the product, support/CSM experience, etc. Branch logic can help you have "more" questions in a more precise/digestible format.
◦ Make sure to actually share the results in an understandable/actionable way with the other functions. EG if you get a negative testimonial response, obviously not great external marketing content - but really important for product/CS to know. Creating integrations w/whatever survey tool you use to get responses back into SFDC/Hubspot or Notion or Slack w/e your teams need to analyze/act on the feedback is key
• Some generalized topics to think about including:
◦ NPS
◦ Purchasing rationale (key challenges solved, use-cases)
◦ Scenario/environment - tech stack, size of deployment, integrations
◦ Competitive insights (who did we win over, why, key differentiators)
◦ Financial and operational benefits/results/ROI
◦ Open-ended questions on key topics like impact, customer experience, differentiation
◦ Questions about how to improve product + customer experience
◦ Advocacy identification questions (find people willing to leave reviews, do videos/longer case studies, be references, talk to analysts, etc
Anyway there's a lot more to it, esp if you want to get more advanced/sophisticated. Surveys are such a simple concept and super easy to start, yet there's a lot of nuance to get really good at them in a more programmatic/intentional way.

We (UserEvidence) have a bunch of survey templates I'm happy to share if you want to DM me.

Hi all, I've been asked to lead a chat for some marketers in Australia about customer marketing as a function, and I'd love some advice on the title! Most have never worked with a customer marketer, so this serves as an introductory session.

I want to cover the three pillars: expansion/optimisation, advocacy, and lifecycle. Here are some options:

1. Customer Marketing: How to Expand, Delight, and Activate Your Customer Base
2. From Upsell to Evangelist: The Customer Marketing Playbook
3. The Underrated Function of Customer Marketing: Maximising Customer Value Through Expansion and Advocacy Thanks all!

Hi all, has anyone successfully enabled their account teams to negotiate logo rights- whether for public references or co-marketing? I’m looking for guidance or programs that help secure more public logos.

I should check it out!

Just signed up for the Captivate Collective certification classes in December! Hope to see others from CMAWeekly there!

@Marisela Parra do you want to join this call? ^^^

If you use Champion or Deeto could you come to our call today? No vendors please. This will likely not be recorded. @channel 2PM EST https://us06web.zoom.us/j/4029861639

❓Barbara Thomas conducted a fairly in-depth research study a few years ago and came up with a "value" scale for reference activities. Has anyone seen anything similar more recently they can share?

I've seen others use this. @Joel Primack do you know anything about it?

Has anybody used 1-1 peer matching with their advocates. There are tools that are based on interests, role, and availability that will match people for 1-1 networking. The one I am familiar with is Orbiit.

OH I would love to see that also @Amy Ng!

@Amy Ng - would love it as well - thank you in advance!

+1 please @Amy Ng!

Me too please 🙂

You betcha Jenni!

Please share with me as well, Amy. Thank you!

Hey all 👋, my company is co-hosting the Demand & Expand B2B Marketing conference in May 2026 in SF and we just opened the call for speakers -- I would love to see some fellow CMA'ers apply. ✨
Form to submit a talk is here and more about the conference is here. Let's goooo!! 🫶

Hi Mara, I'll DM you 🙂

@Mara Schoeppner That’s my granddaughters name. Does this image work. I can send you a better one and just black out the middle