T2D3 Customer Referral & Advocacy Playbook

Define Advocate Recruitment Triggers and Automation Rules

Configure automated triggers based on NPS, usage milestones, CSAT, renewal, and expansion events to identify advocate candidates at scale.

Build and Manage CS-Nominated Advocate Pipeline

Create a repeatable process for Customer Success to nominate and hand off high-potential advocates to the program team.

Implement Automated Identification via Product Analytics

Configure real-time scoring in analytics tools to surface high-potential advocates automatically, without manual CSM effort.

Develop Personalized Outreach Sequences and Templates

Create multi-touch email and Slack sequences to invite qualified customers into the advocacy program with clear value propositions.

Create Advocate Onboarding Kit and Welcome Sequence

Deliver a professional welcome package and automated nurture sequence that converts new recruits into active participants within 30 days.

Launch Targeted Review-Site Request Campaigns

Systematically request reviews on G2, Capterra, and TrustRadius at optimal moments in the customer journey.

Launch Gamified Challenges and Reward Tracking

Implement a points, badges, and challenge system in the advocacy platform to drive ongoing participation and create advocacy habits.

Build and Nurture an Advocate Community Channel

Create a private Slack, Discord, or platform community as a hub for advocates to connect, share, and amplify each other.

Design First-Referral Activation Sequence

Guide new advocates through their first successful referral within 30 days with a structured flow that removes friction at every step.

Schedule Quarterly Advocate Engagement Campaigns

Run recurring campaigns including contests, feedback rounds, exclusive events, and seasonal pushes to maintain advocate participation year-round.

Create Referral Asset Library and Sharing Playbook

Build a ready-to-use library of templates, graphics, and scripts so advocates can promote your product effortlessly across channels.

Build End-to-End Case Study Pipeline Workflow

Standardize the process from advocate identification to published case study with templates, timelines, and approval workflows at every stage.

Launch Video Testimonial Program

Create a scalable remote video testimonial capture system using guided recording tools, clear scripts, and easy incentives.

Establish Speaker Bureau for Events and Webinars

Identify, train, and schedule customer advocates as speakers to amplify brand reach and generate high-quality leads.

Build and Maintain Social Proof Toolkit and Quote Library

Organize customer quotes, logos, review badges, and testimonial clips by persona, use case, and sales stage for instant access by Sales and Marketing.

Manage Review Site Presence and Amplification

Optimize company profiles on G2, Capterra, and TrustRadius while running ongoing review campaigns and monitoring competitive positioning.

Define Advocacy Program KPIs and Build Dashboard

Select core metrics and create a real-time dashboard that links advocacy activities to pipeline, revenue, and brand outcomes.

Implement Multi-Touch Attribution for Referrals and Advocacy

Set up UTM tracking, CRM tagging, and multi-touch attribution models to accurately credit the advocacy program for pipeline and revenue influence.

Calculate and Report Program ROI Quarterly

Quantify advocacy program business impact using the full ROI formula and present to leadership with comparative channel analysis.

Run Quarterly Advocate Surveys and Program Audits

Gather structured feedback from advocates and audit program performance to identify friction, opportunities, and areas for optimization.

Optimize Based on Performance Data and A/B Test Incentives

Continuously refine the advocacy program using data-driven experiments on rewards, messaging, timing, and channel mix.