Emily Coleman

#reviews - July 07, 2025 at 09:56 PM

this quarter, I hosted a G2 Report Preview meeting, and I invited sales and CSM leaders, PMM, PM, and our marketing org to join.

I went over the highlights on where we rank in all our categories, some of the successes, some of the places we need to improve, including customer feedback. I recorded the session and sent a recap to anyone who couldn't attend.

It was really successful, and I saw a lot more people organically sharing the results, because they understood better how the reports worked and what they were actually saying. It also made them all a lot more excited to collect reviews because I took the time to explain how those reviews contributed to our G2 score and grid rankings.

#general - July 07, 2025 at 03:53 PM

Ooh, I am really excited to see how this works out!

#general - June 27, 2025 at 04:42 PM

A little late to thi thread, but I really loved working with Kevin. He made himself very accessible, and helped tremendously with a couple of proposals I was working on to negotiate a promotion to a leadership role.

#general - June 09, 2025 at 10:13 PM

If you mean like reference requests, etc. Right now, not really. It's something we'll probably tackle later this year. I do have a looker dashboard that has customers who opted into case studies/logo rights in their contract, and we use Highspot to host our customer advocacy content, but that's it!

#7-case-studies-stories - June 09, 2025 at 10:11 PM

We did create a blog post draft for him to revise and use as he wanted. He opted not to revise or use that one. We also have several good-quality testimonial videos from him already. Otherwise, this would be a great option!

#7-case-studies-stories - June 09, 2025 at 08:22 PM

Great framing. I'm definitely going to use that.

#general - June 09, 2025 at 08:22 PM

@Wynn Tanner I have a separate project set up for other customer advocacy activities that aren't case studies. The reason why is because my setup is meant for tasks that follow the outlined process for case studies, and other advocacy asks don't always follow that process.

In the other section, I've separated them out by task type (Analyst/PR, event speaker requests, and other projects). It's still a work in progress, though, and I'm not sure if that's how it's going to stay organized.

#7-case-studies-stories - June 09, 2025 at 08:18 PM

I think next time I send a draft out, I'm going to suggest that if there are larger substantive things they want to change, to leave a comment in the draft instead of rewriting as a way to save them time. Because I think they have a vision in mind for what they want to communicate, but writing is a whole different skillset!

#general - June 09, 2025 at 08:15 PM

<@U0806J8HHHR> that's a cool way of organizing sections, too. One of the good things about Asana is that you can customize it based on what you're looking to track.

#7-case-studies-stories - June 09, 2025 at 08:13 PM

He told me he spent an hour working on it and I was like, "awww, you shouldn't have!" (no really, he shouldn't have)

#general - June 09, 2025 at 07:40 PM

I can discuss managing advocacy programs internally, if you need someone for that discussion.

#general - June 09, 2025 at 07:38 PM

I use Asana for case study tracking. I attached a screenshot view of the sections I set up for our project.

I use automation and rules HEAVILY to create subtasks and due dates. I also use the dashboard view to keep stakeholders up to date on progress. (see attached screenshots). When a case study moves to the next stage, it automatically creates the associated subtasks, assigns them, and sets due dates. It also triggers a message in a Slack channel that anyone in the company can join to receive updates on case studies that progress to the next stage.

I also use Asana AI to create weekly and monthly stakeholder updates on case studies. I turn the monthly updates into Loom videos and share in the Slack channels for case studies and marketing.

#7-case-studies-stories - June 09, 2025 at 07:31 PM

Would appreciate the collective wisdom of the group on this potentially sticky situation. We are working on a case study with a customer, and he returned a rewritten draft that is not in our brand voice or tone. Much of the sentence structure and phrasing (not verbatim quotes) is written in an Indian English dialect. Which would be fine for a blog post, but it diverges significantly from our typical case study style.

WWYD? I don't want to drag this draft on forever, and I want to be sensitive to the time he took to revise it. He's an engineer, so he doesn't have the same perspective as a copywriter/copyeditor would.

#general - June 04, 2025 at 10:36 PM

I tested Vidoso awhile back for this and it had some cool capabilities to do this.

#general - June 04, 2025 at 07:33 PM

@Janet I did a Pechakucha once! It was so much fun.

<@U081QESDKS7> I would suggest approaching new roles like a consultant. The first 30-60 days is all about listening and problem identification. I also suggest sharing early and often about what you're learning.

#jobs - June 04, 2025 at 03:28 PM

I had a recruiter reach out about a role for customer marketing content. It's not a good fit for me, but I'm passing on the listing! [annas@mercury.com](https://job-boards.greenhouse.io/mercury/jobs/5495611004>

The recruiter is Anna Scharenbrock and her email address is <mailto:annas@mercury.com). Feel free to mention that I passed the job posting along!

#9-lifecycle-expansion - May 22, 2025 at 03:36 PM

Yeah!

#announcements - May 22, 2025 at 03:35 PM

Someone tag me and remind me to join! I always forget these.

#general - May 22, 2025 at 03:35 PM

Congrats!!!!

#7-case-studies-stories - May 21, 2025 at 02:51 PM

Thanks for including LaunchDarkly! I'm working on doing a refresh on our case study pages this quarter, because I think we could do a little better at making them visually interesting.

#open-share - May 21, 2025 at 02:50 PM

Yes! I do this all the time with case study drafts so I'm not playing roulette every time I need a change. 😄

#7-case-studies-stories - May 16, 2025 at 12:33 AM

Our new customer stories page went live today, and I'm really proud of it. Our web and design teams spent a lot of time making this look good, and I'm hoping we see some good results from it!

#reviews - May 13, 2025 at 06:25 PM

I added quotes from our G2 reviews to our Highspot library. This has made it easier for everyone, including our field teams, to find and use them in their opportunities.

#general - May 09, 2025 at 03:57 PM

@Mary Green (Owner CMAweekly) In our space, we're working with developers and engineers, and we want them to share more about how they're using the product. It would likely encompass community, blogs, and video.

#general - May 09, 2025 at 03:55 PM

<@U07V02XU2CB> Thank you for the tip! We haven't named it yet, so we'll think through how we want it to be structured and named.

#general - May 08, 2025 at 02:57 PM

Hey, not sure exactly which channel to put this in, but I'm scoping out building a Creators (user-generated content) program instead of a named advocates program. Anyone built one of these before that might be willing to share their tips or lessons learned?

#jobs - April 08, 2025 at 12:57 AM

Not affiliated with the company, but my partner works here if you want details on this role. It's full time remote. https://flexerasoftware.wd1.myworkdayjobs.com/en-US/FlexeraSoftware/job/Senior-Customer-Advocacy-Manager_15495-1

#open-share - April 02, 2025 at 05:28 PM

@Joel Primack I think the key phrase here is "sounding like." Empire building 101 is making it seem like their idea. 😉

#general - April 02, 2025 at 05:26 PM

This is kind of relevant to your post, @Ciana Abdollahian, but I'm meeting with our regional sales directors this week, and in a conversation with one of them where I was asking how I could show up better for his team, he said, "I don't think I've ever had someone in marketing come to me and ask what they could do for sellers. What usually happens is they come to us with what they've made and want us to use, but it's rare that someone asks what we need."

Activities like this survey you posted about are the kind of stuff we should be doing more to increase adoption. Love it!

#general - March 31, 2025 at 04:20 PM

I really like having someone ask for a random pitch during the day. That's a great idea. Thank you @Jeanne Talbot!

#jobs - March 21, 2025 at 04:15 PM

I've got a former coworker whose company was just acquired by PE, and she's sensing a layoff on the horizon. If you're looking for a content marketing lead (director-level), please let me know, and I can make a connection for you. She also has a lot of strong public sector experience.

#general - March 20, 2025 at 10:36 PM

I got invited by our sales enablement team to be part of an in-person new hire sales bootcamp.

My session is about customer proof points, and I'm aiming to showcase testimonials, positive outcomes, and customer success stories and how they should use them.

This is supposed to be interactive. No death by PowerPoint.

Any of you built something like this that you'd be willing to share? I've got some ideas, but I'm also scouting for inspiration.

#open-share - March 19, 2025 at 05:53 PM

I totally agree that stock images in case studies are awful. However, from working with engineers and developers, I have to say that some of the headshots and photos they send me are atrocious.

One time I got a headshot from a VP of Engineering that was a picture of her on her couch with her husband and she just cropped him out.

#general - March 12, 2025 at 03:57 PM

@Vera Flores I'd love to join and learn! I'm sure there are things that I don't know yet. But, our model has been live for a couple of days and it's actually working pretty well!

#general - March 11, 2025 at 10:09 PM

Cool! Let me get some more experience with this thing under my belt and then I can put something together to show you all how it works!

#general - March 11, 2025 at 08:42 PM

I've been building a Gong smart tracker to identify customer advocacy moments in our calls, and it's kind of a cool process to build and train the model. Is this something you all would be interested in learning more about?

#general - March 07, 2025 at 05:57 PM

<@U08E9JC8TB4> yeah, let me track ours down! I'm new to my current role, so a lot of the case studies I've done so far already had signed agreements. I just realized I haven't even looked at what our agreement says.

#general - March 06, 2025 at 05:03 PM

@Rebecca Grossman in the account view in Gong for a specific account, there's an "Ask anything" function where you can give a genAI prompt and it will answer it for you!

#general - March 05, 2025 at 04:39 PM

This is the prompt. I modified it from one that @Angela Ferrante shared in a CMA Weekly call months ago. 🙂

```Review the activity with our team at LaunchDarkly and the customer to assess their potential as an advocate and for a case study. Specifically, please evaluate:

Case Study Readiness: Based on the calls, does the customer demonstrate enough positive sentiment, tangible outcomes, and value from using LaunchDarkly to justify creating a case study? Please highlight any specific results or success metrics that support this.

Advocacy Readiness: What is the overall sentiment of the customer? Would you recommend proceeding with an advocacy ask (e.g., requesting a reference or case study participation) or waiting? Please provide the key reasons for your recommendation.

Potential Quotes or Stakeholder Identification: Were there any standout statements or quotes from the customer that could be used in a case study or advocacy material? Additionally, are there specific stakeholders (by name or role) who seemed most engaged or positive and could represent the customer in an advocacy activity?

Your response should be a brief, one-sentence summary for each section, with specific examples or data points where possible. For section 3, please provide any notable quotes or names of key stakeholders.```

#general - March 05, 2025 at 01:30 AM

I have an prompt I just copy and paste into the account overview genAI tool that searches for positive sentiment, quotable moments, and any proof of value conversations they might have had.

#general - March 05, 2025 at 12:53 AM

I use our closed won interviews as a starting point for further research. I'll review their Gong calls, CSM notes, and anything else we already have. Then, I'll connect with the account owner if it seems like there's a good story there. I leave the vendor out of it, because their remit is a totally different objective.

Sidenote, I also use the closed lost data to identify where we have gaps in our customer proof points so I know where to focus time and energy on collecting new content and enabling the field to use it.

#jobs - February 21, 2025 at 10:44 PM

Wow, @Bria Jones, I'm so sorry! You definitely didn't deserve that.

#general - February 21, 2025 at 10:19 PM

Such a great session, Kevin. Thanks for sharing with us!

#general - February 21, 2025 at 04:30 PM

@Vera Flores this is a really cool idea!

#general - February 21, 2025 at 04:29 AM

@Lauren Locke-Paddon this is the example I saw! Thanks for mentioning it.

#general - February 20, 2025 at 11:15 PM

I feel like I saw something somewhere recently about advocacy activities that were focused on building stickiness and advocacy within existing accounts, but I have no idea where.

We've got a Fortune 100 customer with an internal champion who is super enthusiastic about our product. He's a design partner for our new product offerings, and he's interested in doing some kind of advocacy stuff with us, but there's some hesitancy (rightly so, probably) about going through internal approvals. What he really wants is to get more teams using our product and to share the things his team has done more widely.

I am meeting with him on Monday, and I want to come with some ideas on how we can help build materials for him to share and use with other teams, like a short video, an internal-only case study, or templates for his how-to docs. Is there something I'm missing that would also be useful?

#general - February 20, 2025 at 09:52 PM

@Daniel Palay no worries. That's where I was last week. It's a lot.

#general - February 20, 2025 at 05:21 PM

@Sarah Miller I really like that idea. I always love gassing up customers.

#general - February 19, 2025 at 07:49 PM

@Jennifer Lyons we are developing new integrated campaign frameworks and content assets to go along with that, and my vision is that if there's some kind of advocacy content used in those assets, I could measure influence.

Example:
We create a blog post featuring practitioner perspectives on why they won't go back to the old way of deploying software. In this blog post, we use customer examples and direct customer quotes. The CTA at the bottom of the post has a free trial sign up. We promote this on LinkedIn and our customer newsletter.

If I know we've used customer quotes/proof in this piece, I'd like to understand how it performs against other assets.

• Higher view count
• Reduced bounce rate
• Increased trial sign-ups
• Increased social engagement (click-through, comments, likes, shares)
It doesn't necessarily need to be attributed back to the specific piece of content. I'd be okay with the general question of "did this asset include customer advocacy content y/n?"

#general - February 19, 2025 at 07:40 PM

@Joel Primack we are getting ready to launch our new Highspot library to sales in a week or two, so that's something I'm really excited to see some results with.