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Best Practices
The 5 Burning Topics Customer Advocacy Leaders Can’t Ignore
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.
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Best Practices
Customer Success Leaders Expanding Their Impact Beyond Retention
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.
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Strategy
Why Advocacy Belongs Inside Community - 8 Lessons from the Captivate Experts
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.
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Strategy
The Lifecycle Mapping Blueprint Your Customer Programs Are Missing
Before launching lifecycle campaigns, map the real customer journey to effectively drive retention, growth, and advocacy.
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Strategy
Building a B2B Referral Program That Actually Works
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.
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Strategy
5 PLG Campaigns for Customer Marketers That Will Drive Expansions
Practical, proven product-led growth strategies that help customer marketing, lifecycle, and advocacy teams influence real growth.
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Strategy
Captivate's Customer Program Portfolio Pyramid - A Visual Guide for CMAs
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.
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Strategy
The Email That’ll Get Your Boss to Say “Yes” to CAP Certification
Take your career to the next level, by proving the ROI of advocacy programs, strengthen operational execution, and get manager support for professional growth.
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Strategy
From Recruits to Brand Champs: The Power of Advocacy Program Branding
Discover the essential elements of a successful advocacy brand and how they foster loyalty and growth. You'll also find a worksheet template to conduct your own brand audit.
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