The CAPTIVATE  COLLECTIVE  BLOG

Buyers are no longer beginning their journey with your website. They are beginning with AI. In our recent webinar, Controlling Your Story When AI Builds the Shortlist, Captivate Collective co-founders Liz Richardson and Deena Zenyk joined Spotlight CEO Rick Nash to address a shift that is already reshaping how companies are discovered, evaluated, and selected.

Over three days of Winter 2025 CAP Certification, a virtual room full of customer advocacy, community, and customer marketing leaders came together with one shared goal: build programs that actually work in the real world.

Why modern CS teams are embedding advocacy across the customer journey as they embrace Lifecycle Advocacy, and what it unlocks for growth, credibility, and career progression.

The most powerful advocacy doesn’t start with an ask, it starts with belonging. When you embed advocacy in community, you drive engagement and create influence.

Before launching lifecycle campaigns, map the real customer journey to effectively drive retention, growth, and advocacy.

Referral programs should be a B2B growth engine, but in many organizations they stagnate or fail. This guide shows you how to build a referral program that performs.

Practical, proven product-led growth strategies that help customer marketing, lifecycle, and advocacy teams influence real growth.

Your customer program portfolio isn’t a menu — it’s a power tool. When you balance it right, everything gets easier. Captivate's Customer Program Portfolio Visual.

Take your career to the next level, by proving the ROI of advocacy programs, strengthen operational execution, and get manager support for professional growth.