From Advocate Activity to Advocacy Impact

The spotlight is intensifying on customer marketing and advocacy as a practice. The dark ages of being seen as “the person who gives out t-shirts to happy customers” is receding and the dawn of the CMA professional is here. 

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But while prioritization of customer engagement programs is becoming prevalent, so is demand for showing measurable impact. 

In a practice driven by relationship - a series of interactions that shape the customer experience and loyalty - measuring a dollars-and-cents return on investment has always been a difficult picture to paint for advocacy professionals, with some of the age old questions still lingering: 

• What’s the value of a review?
• Are advocacy programs impacting retention or simply attracting satisfied customers?
• How much of revenue can be attributed to a 1:1 reference? 

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‍Learning to Measure What Matters 

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Join Captivate’s Deena Zenyk and Liz Richardson, together with Leslie Barrett, Director of Customer Marketing and Advocacy at Sendoso and author of the CMA Newsletter, as they break down the movement of the advocacy practice from activity to impact. 

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In this webinar, we’ll: 

• Explore how the impact of customer advocacy is evolving 
• Discuss why it’s important to focus your measurements and your efforts 
• Present innovative ways to assign hard value to advocate engagement 
• Take a sneak peek at Leslie’s own CMA attribution model 

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