The Collective

Insights from every corner
of the advocacy globe

The Collective is a collaborative arena showcasing ideas and experience from customer engagement, experience, advocacy and success thought leaders across multiple industries and professional journeys.

Deena Zenyk

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.

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Liz Richardson

Lessons from B2C Loyalty for the B2B Marketer

When I ventured out into the world of B2B customer engagement and advocate marketing, I felt adventurous. Eight or nine years ago, very few B2B organizations, outside tech giants such as Microsoft, had successful customer engagement programs that were delivering measurable influence on company growth.

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Deena Zenyk

B2B Loyalty Part 2: The Loyalty Messaging Advantage

This article is the second in an Advocacy-Loyalty Fusion series that explores a question.

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Lauren Culbertson

The Rule Book Has Changed: Shifting to Customer-Led Growth

We’ve talked about customer-obsession for a while now — about the need to prioritize the customer and deliver excellent experiences.

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Chad Horenfeldt

Three simple words to follow as a Customer Success leader during a crisis

March 11, 2020, was a warm and sunny day with a beautiful blue sky. I had just enjoyed a relaxed lunch at a sushi restaurant just north of San Francisco with my client.

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Nick Venturella

The Customer Loyalty Opportunity of a Pandemic

Customer experience pros, customer marketers, customer success managers, customer engagement and advocacy practitioners are all prepared to connect with customers inside and outside of this pandemic.

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Heather Foeh

You’ve Been Given a Gift

Wow, what an opportunity we have in front of us right now as customer-facing professionals! Today the world is surreal, scary and uncertain.

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Deena Zenyk

Farewell, Compass. Hello, Captivate.

After many years of daydreaming about setting my entrepreneurial self free, back in early 2018 I stepped off the edge of the corporate world without a parachute.

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Deena Zeynk

Loyalty Structure. Advocacy Practice.

Oftentimes, the best ideas bubble to the surface at the most unexpected times.

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Liz Richardson

Why I Left My VP Role in the Middle of a Global Pandemic, 34 Weeks Pregnant

Since publicly announcing that I would be leaving my VP of Customer Advocacy role at Influitive in order to team up with my former colleague and long-time peer, Deena Zenyk, to start our own customer engagement consultancy, I’ve gotten quite a few raised eyebrows about the timing.

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Deena Zenyk

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.

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Liz Richardson

How to Create "Moments that Matter" with Your Customers

I walked into an all-day meeting back in February and on one of the tables I saw a piece of notebook paper with my name and a heart written on it. To the side of the paper was a Starbuck tea (I abhor coffee) and bottle of water.

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Deena Zenyk

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.

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Deena Zenyk

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.

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Deena Zenyk

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.

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Liz Richarson

Customer Complaints and Increasing Business: How Disney World Hugged This Hater

Hugging your haters isn’t just a nice-to-have aspect of the modern brand. Hugging your haters is what you should be doing if you want your business to succeed.

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Liz Richardson

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.

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Liz Richardson

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.

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Liz Richarson

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

I love being a customer advocate marketing manager.

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