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Strategy
Seattle CAP Conversations Recap: Getting Into the Answer
AI and LLMs are reshaping the buyer journey, making authentic customer voice one of the most influential factors in brand discovery and trust. As AI-generated answers increasingly pull from reviews, communities, peer conversations, and customer stories, advocacy teams are shifting from content at scale to precision advocacy focused on credibility, customer participation, and the signals that influence buying decisions.
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Strategy
CAP Conversations in NYC: AI Changed the Role Customer Marketers Play
At our recent CAP Conversations event in NYC, customer marketing leaders explored how AI is changing the role of the customer marketer in a world flooded with “good enough” content. The biggest takeaway: while AI can accelerate execution and improve visibility into customer impact, trust, relationships, and authentic customer insight are becoming the true differentiators.
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Best Practices
5 Tips for Using AI to Shift Customer Marketing from Reactive to Precision Advocacy
You don’t have a content problem. You have a timing problem. Most of your best customer proof isn’t underperforming because it’s weak, it’s underperforming because it’s showing up too late to matter. Learn how to use AI to make your best proof show up exactly when it can actually influence the outcome.
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Strategy
Controlling Your Story When AI Builds the Shortlist
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.
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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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