They're not just people participating in a program–they’re the driving force behind your growth, fueling innovation, trust, and collaboration at every turn.
As we wrap up another remarkable CAP Awards season (click to check out our quick recap!), it’s impossible to overlook the lasting impact these advocates leave on our industry. Their impact extends far beyond reference calls or testimonials–advocates create a lasting effect, establishing new standards for what is possible in customer advocacy.
Why Advocate Relationships Matter
Strong advocate relationships aren’t just icing on the cake–they’re the foundation of every successful customer advocacy program. Advocates don’t just offer you their support, they become an integral part of your organization’s ecosystem.
They bring fresh and unique perspectives and insights that influence product development, refine marketing strategies, and enhance customer experiences. When you elevate these relationships, the ripple effect is monumental–improving both your organization and the customers who drive your success.
The Key to Nurturing Advocate Relationships
Building advocate relationships isn’t about a quick win–it's about playing the long game. A sustainable, long-term strategy creates mutual benefits that far outweigh the short-term gains. When advocates feel genuinely appreciated and supported, they evolve into enthusiastic and unstoppable brand champions. They’re not just loyal; they’re resourceful, and they go the extra mile again and again.
Case in point: The ‘Advocate of the Year’ award. This honor isn’t just about a title–it’s about recognizing those individuals who have truly moved the needle for their organizations and the advocacy community at large. These advocates aren’t just allies; they’re partners, ambassadors, champions, and, most importantly, friends.
Advocacy in Action: 5 Ways to Strengthen Relationships with Your Advocates
To build long-lasting, authentic relationships with advocates, you need to focus on intentionality, mutual benefit, and genuine, dedicated effort. These five strategies–courtesy of our standout 2024 ‘Advocate of the Year’ finalists–are your roadmap to success:
- Engage them regularly: Advocates don’t just want to feel useful; they want to know they matter. Keep them in the loop. Show them how their contributions are making waves. And don't just stick to business– take the time to get to know them personally.
“Chris is more than an advocate for Redgate, he's a friend and extension of my team. I speak to him numerous times a week, either by email or Slack. Sometimes these are related to work, other times it’s just catching up with one another about what’s going on in our lives… If I could clone 100 x Chris’s my job would be so much easier, and the world would absolutely be a better place for it.” - Louise Domeisen (Redgate Software) on Chris Yates, 2024 CAP Awards Advocate of the Year winner
- Harness their unique superpowers: Each advocate brings something special to the table–whether it’s social media prowess, industry expertise, or pure passion. Leverage their strengths to maximize their impact and make them feel valued in the process.
“Joacim's social media influence, particularly on LinkedIn, has significantly amplified Cisco's messaging and engagement with the broader community. His continuous contributions, both online and offline, have made a tangible impact on our business, solidifying his role as a key advocate.” - Glenda Low (Cisco) on Joacim Wicander, 2024 CAP Awards Advocate of the Year finalist
- Reduce, reuse, recycle: Oftentimes, less is more. One rock-solid case study from one of your advocates can be a goldmine for your content strategy for months. A single success story can be spun into blog posts, webinars, quotes for sales, social media content, and more. When you collaborate with your advocates, you’re not just tapping into their brilliance–you’re building a content pipeline that keeps on giving.
“Another value for me is the connection on a human level with someone who has been so willing to collaborate time and time again to share his story in a variety of ways. Each time he has built more relationships and connections with the subject matter experts and leaders at Hitachi Vantara and beyond. In my opinion, that is the most valuable part of this story – building a relationship with an individual that is willing to share himself and his time to tell his story over and over again." - Jennifer Schmitz (Hitachi Vantara) on Dr. Thomas Eifert, 2024 CAP Awards Advocate of the Year finalist
- Build on respect and trust: Advocate relationships aren’t transactional. The strongest ones are built on a foundation of trust, respect, and genuine connection. Bring them into the fold–whether that’s through exclusive events or early access to new product features–and you’ll create an advocate who’s eager to go the extra mile.
“We have always included [Maxine] in all our major and most exclusive events. She has always been the first advocate to go to with any activity, which made her feel special and seen.” - Anna Kozminska (TMF Group) on Maxine Gardner, 2024 CAP Awards Advocate of the Year finalist
- Celebrate the wins: Advocates are more than partners–they’re collaborators in your success. Make sure you’re celebrating their contributions, both publicly and personally. Everyone loves a shoutout–and the more appreciated they feel, the more they’ll want to contribute.
When you invest in your advocate relationships, you’re building more than just a support system–you’re creating a community. A community that thrives on connection, collaboration, and mutual respect. These relationships don’t just propel your business forward, they redefine the future of customer advocacy. Chris Yates, 2024 CAP Awards winner, said it best: "With the 'we is greater than me' mindset, anything is possible."
Ready to submit your own CAP Award application? Applications for our 2025 program open next summer but you can get on the list now to be notified when they do, and who knows? Maybe you'll be snagging your own CAP Award soon!
