The Collective

Insights from every corner of the advocacy globe

Featured Article

The Trust Revolution: Why Internal Advocates Matter More Than Ever

As customer advocacy continues to evolve, the key is clear: trust isn’t about just finding the right external reference; it’s about leveraging the voices already within. The next frontier of customer advocacy is here, and it’s all about bringing it back home.

By

Luis Gonzalez

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Awards

2022 CAP Award Finalists

Meet our 2022 CAP Award finalists!

By

Elisia Carr

Strategy

Is an Advocate Forever? Possibly. Maybe.

It’s a question that comes up frequently in conversations with clients. And, unfortunately, it’s not an easy one to answer.

By

Deena Zenyk

Strategy

Advocate Marketing: The Intersection of Relationship and Result

The thought leader. The maverick. The trailblazer. It occurred to me a few years ago that being an early adopter or someone who is pushing the boundaries can be a lonely and sometimes perilous position.

By

Deena Zenyk

Strategy

Advocate Marketing Confidential: Finding your perfect match

Wanted: An eager, happy customer who is ready, willing and able to go on a mutually beneficial journey with one of their favourite companies.

By

Deena Zenyk

Strategy

Customer Engagement Pathways: Loyalty Structure Supporting Advocacy Practice

Oftentimes, the best ideas bubble to the surface at the most unexpected times. In preparation for delivering a workshop in London in April last year, I undertook a routine, deep analysis of the client's advocacy program.

By

Deena Zenyk

Strategy

Reporting the value of advocate marketing is no joke!

𝙷𝚎𝚛𝚎’𝚜 𝚘𝚗𝚎 𝚏𝚘𝚛 𝚢𝚘𝚞: 𝙰𝚗 𝚊𝚍𝚟𝚘𝚌𝚊𝚝𝚎 𝚖𝚊𝚛𝚔𝚎𝚝𝚎𝚛 𝚠𝚊𝚕𝚔𝚜 𝚒𝚗𝚝𝚘 𝚊 𝚋𝚊𝚛. 𝙷𝚎𝚛 𝙲𝙼𝙾 𝚜𝚊𝚢𝚜 𝚠𝚑𝚊𝚝’𝚜 𝚝𝚑𝚎 𝚁𝙾𝙸 𝚝𝚑𝚒𝚜 𝚚𝚞𝚊𝚛𝚝𝚎𝚛? 𝙱𝚊 𝚍𝚞𝚖 𝚙𝚜𝚜𝚑! 𝙲𝚞𝚎 𝚛𝚊𝚞𝚌𝚘𝚞𝚜 𝚕𝚊𝚞𝚐𝚑𝚝𝚎𝚛.

By

Deena Zenyk

Strategy

Practicing The Art Of Authentic Advocacy: Relinquishing the Illusion of Control

I love being a customer advocate marketing manager.

By

Liz Richardson

Strategy

Rethinking Advocacy: Finding value in unequal customer relationships

Give and take. You scratch my back, I’ll scratch yours. Mutual benefits. A win-win for all.

By

Liz Richardson

Strategy

Status, Spotlight, Sway or Stuff: Are all advocate motivations created equal?

Do you like free stuff? Of course you do. Do you sometimes do things you wouldn’t have on your own for a giveaway? Sure you do.

By

Liz Richardson