customer-marketing · diff

v2.4.0 to v2.4.0

1 added, 1 removed. Audit A to A.

---

name: customer-marketing

description: >-

Customer marketing and advocacy programs — case studies, testimonials,

customer reference programs, NPS-driven advocacy, customer communities,

user conferences, champion programs, logo usage, and review generation

(G2, Capterra). Use when building customer marketing, generating case

studies, launching a reference program, or mobilizing customer advocates.

license: MIT

- compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose

+ compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Jesse, Windsurf, Zed

metadata:

version: "2.4.0"

author: LeadMagic

category: growth

tags:

[

customer-marketing,

advocacy,

case-studies,

references,

testimonials,

reviews,

community,

]

related_skills:

[

review-platforms,

cs-playbooks,

case-study-builder,

social-media-strategy,

content-marketing,

referral-programs,

gtm-spend-management,

]

frameworks:

- "Bain & Company — NPS (Net Promoter System, Fred Reichheld)"

- "Gainsight — Customer Advocacy Maturity Model"

- "Influitive — Advocate Marketing"

- "SaaSquatch — Customer-Led Growth"

- "Varun Anand (Clay) — Community Selling & Ecosystem GTM"

- "Aneesh Lal (Wishly Group) — B2B Creator Partnerships & Advocacy"

- "Dharmesh Shah (HubSpot) — Flywheel Delight & Customer Advocacy"

---

# Customer Marketing

## Overview

Your best salespeople are your customers — and they work for free. A customer

saying "we grew 3x with this product" is worth more than every ad you'll ever

run. The mistake: treating customer marketing as an afterthought (sending a

"would you write a review?" email once a year). The fix: a systematic advocacy

program that turns happy customers into your most powerful GTM engine.

## Authoritative Foundations

- **Bain & Company — NPS (Net Promoter System, Fred Reichheld)** — NPS (Net Promoter System, Fred Reichheld)

- **Gainsight — Customer Advocacy Maturity Model** — Customer Advocacy Maturity Model

- **Influitive — Advocate Marketing** — Advocate Marketing

- **SaaSquatch — Customer-Led Growth** — Customer-Led Growth

- **Varun Anand (Clay) — Community Selling & Ecosystem GTM** — Waterfall enrichment, Claygent research, and table-based GTM automation.

- **Aneesh Lal (Wishly Group) — B2B Creator Partnerships & Advocacy** — B2B Creator Partnerships & Advocacy

- **Dharmesh Shah (HubSpot) — Flywheel Delight & Customer Advocacy** — Lifecycle stages, object model, and workflow enrollment patterns.

## When to Use

Trigger phrases: "customer marketing", "case study program", "customer

references", "customer advocacy", "G2 reviews", "build a reference program",

"customer community", "logo usage program", "B2B influencer program",

"creator partnerships", "employee advocacy", "LinkedIn creator GTM", "crisis comms", "negative reviews

viral", "reputation management", "bad press"

## Step-by-Step Process

### Phase 1: The Advocacy Ladder

| -------------------- | ---------------------------- | ---------------------- | ------------------------ |

### Phase 2: Case Study Engine

**Pipeline:** Identify 3-5 candidates → interview → draft → approve → publish.

Target: 1 new case study/month.

**Interview questions:** `templates/case-study-interview-questions.md`

Publish via `case-study-builder`.

### Phase 3: Review Generation

Full platform playbooks → **`review-platforms`** (G2, TrustRadius, ask emails,

response SLA). This skill identifies **who** to ask from NPS promoters.

**Target:** 2–4 new reviews/month (recency beats annual bursts). Respond to

negatives <48h. Check platform ToS before cash/gift incentives.

### Phase 4: Reference Program

**Formalize:** `templates/reference-program-spec.md` — CRM fields, caps,

rotation, rewards. Advocacy spend → `gtm-spend-management`.

### Phase 5: Customer Community

**Formats:** Slack community, LinkedIn group, annual user conference, regional

meetups, virtual roundtables. Start small. One format. Grow from there.

### Phase 6: Crisis & Reputation (External Comms)

When incidents threaten advocacy and pipeline trust — load **`references/crisis-management-playbook.md`** (Pattern 33). Executive war room → `gtm-leadership`.

| Crisis signal | Marketing action |

| ---------------------- | --------------------------------------------------------------------- |

| Outage / breach | Pause scheduled campaigns; unify with status page + holding statement |

| Viral negative G2/TR | Respond <24h; no cash incentives for positive reviews during incident |

| Bad press | CEO/comms lead only; counsel for Sev 3+ |

| Churn wave / NRR story | Stop reference asks; honest customer email if product-related |

**Chris Walker — dark social:** Buyers discuss vendor failures in Slack/DMs — monitor via CS/sales, not just public mentions. → `references/chris-walker-mental-models.md`

**Templates:** `skills/management-leadership/gtm-leadership/templates/crisis-holding-statement.md`, `crisis-faq-for-support.md`

**Experts:** `references/saas-pr-crisis-experts.md` (Highwire, Offleash for retained PR)

### Phase 7: B2B Creator & Influencer Partnerships

**External creators** (paid) vs **employee advocates** (enabled) vs **customer

champions** (advocacy ladder) — three different programs; do not conflate.

| Program | Owner | Canonical reference |

| ---------------------- | -------------- | --------------------------------------- |

| Paid LinkedIn creators | Marketing | `references/b2b-influencer-strategy.md` |

| Employee advocacy | Marketing + HR | Advocacy ladder + `social-selling` SSI |

| Customer champions | CS + Marketing | Levels 4–8 above |

**Wishly-aligned minimum:** 90-day bundle (posts + newsletter + co-authored asset);

ICP overlap check before sign; bi-weekly reviews; measurement →

`references/b2b-influencer-measurement.md`. Brief template →

`templates/b2b-influencer-program-brief.md`.

## Implementation Checklist

- [ ] Case study pipeline: 3 candidates in progress, 1 published/month target

- [ ] 20+ G2 reviews (respond to every one)

- [ ] Reference program: 10+ referenceable customers, capped calls/quarter

- [ ] Logo usage: permission obtained for all logos on website

- [ ] Advocacy ladder documented with levels, triggers, and rewards

## Common Pitfalls

1. **Asking for favors without rewards.** "Can you write a review?" with nothing

in return. Fix: Every advocacy request includes a reward — charity donation, swag,

early access, co-marketing.

2. **Over-using references.** Same 3 customers do 10 reference calls each.

They burn out. Fix: Cap at 2-3/quarter. Rotate.

3. **Publishing case studies without metrics.** "Acme Corp loves us" is not

a case study. Fix: Every case study has before/after metrics.

4. **No review response.** Negative G2 review sits unanswered for months.

Prospects see it. Trust evaporates. Fix: Respond within 24 hours. Every time.

## Output Format

Customer marketing program plan containing: (1) advocacy ladder — all eight

levels from logo usage to advisory board, with required NPS threshold, health

criteria, and reward for each level; (2) case study pipeline — active candidates

list, interview question set, and monthly production target; (3) review generation

playbook — G2/Capterra NPS Promoter identification sequence, incentive structure,

and 24-hour response SLA for negative reviews; (4) reference program spec — CRM

field configuration, quarterly call cap per reference, and rotation schedule;

(5) community format recommendation (Slack, LinkedIn group, or virtual roundtable)

with launch scope and moderation plan; (6) implementation checklist with measurable

milestones for each program component.

## Quality Check

Before delivering, verify:

- [ ] All required sections complete

- [ ] Output matches the user's stated need

- [ ] No vague or unsupported claims

- [ ] Frameworks cited where applicable

## Execution Artifacts

- `references/framework-notes.md` — Expert anchors + skill routing

- `templates/output-template.md`

- `scripts/check-output.py`

- `references/crisis-management-playbook.md` — external comms during incidents (Pattern 33)

- `references/saas-pr-crisis-experts.md` — B2B SaaS PR voices

- `skills/management-leadership/gtm-leadership/templates/crisis-holding-statement.md` · `crisis-customer-email.md` · `crisis-faq-for-support.md`

- `references/community-selling-varun.md` — Clay ecosystem GTM, Slack-first, community infiltration

- `references/aneesh-wishly-b2b-influencer.md` — Wishly Group / Aneesh Lal canonical playbook

- `references/b2b-influencer-strategy.md` — Master B2B influencer guide (program types, ICP selection)

- `references/b2b-influencer-measurement.md` — ROI, dark social, UTM limits

- `templates/b2b-influencer-program-brief.md` — Campaign brief

- `templates/influencer-partnership-scorecard.md` — Creator evaluation

- `references/advocacy-program.md` — Ladder, CRM fields, review triggers

- `templates/case-study-interview-questions.md`

- `templates/reference-program-spec.md`

## Related Skills

- `review-platforms` — G2/TR generation and responses

- `case-study-builder` — Case study creation

- `cs-playbooks` — Customer success foundation

- `content-marketing` — Distribution of customer content

- `referral-programs` — Customer referral engine

- `gtm-leadership` — executive crisis war room (canonical)

- `investor-updates` — stakeholder comms if reputational Sev 3+