How To Turn Customers Into Champions
Let's talk about something every marketer dreams of: customers who love your brand so much, they can't help but shout about it from the rooftops. After spending a decade in B2B SaaS marketing (including stints at HubSpot and Okta), Natalie Gullatt has learned that creating brand champions isn't about luck—it's about strategy, empathy, and genuine relationships.
Whether you're just starting to build your customer advocacy program or looking to level up your existing one, here's your roadmap to success.
First Things First: Strategic Planning
Before you start dreaming about those glowing testimonials, let's lay the groundwork. Trust me, this prep work will save you countless headaches down the road.
Know Your Dream Advocates
"Every customer shouldn't be your customer," Natalie emphasizes. "Just because you have a product that can serve so many people, you want to make sure customers who align with your values.”
When identifying customers, look for individuals who:
Share your company's values (because authenticity matters!)
Are in it for the long haul
Actually represent who you want to attract
Get genuinely excited about what you do
Figure Out Your Advocacy Sweet Spot
Different industries vibe with different types of advocacy. For example:
SaaS companies? Case studies are your bread and butter
Manufacturing? Referrals might be your golden ticket
Got a great speaker in your customer base? Get them on that conference stage!
Map It Out
Think of this as planning a road trip—you need to know all the stops along the way. Work with your team to nail down:
Who's handling each part of the journey
When and how you pass the baton
Where advocacy fits naturally into the customer experience
Team Work Makes the Dream Work
Let's be real: you can't do this alone. Teamwork really makes the dream work. Here's how to get everyone rowing in the same direction:
Keep Communication Flowing
Use what you've got—Slack, email, carrier pigeons (kidding!)
Keep track of everything in shared docs
Make sure everyone knows their role
No dropping the ball during handoffs!
Make It Simple for Your Customers
Pro tip: confused customers don't become advocates. So make it simple for them. Give them one main point of contact. Introduce them to your customer marketing team early. Make support super accessible for them. Establish a clear “who does what” guide so they know where to go or who to connect with.
Give First, Ask Later
Want to know the secret sauce? It's all about giving value before asking for anything in return.
Show You Care (For Real)
"You have to give before you get," Natalie stresses. "Your customers are busy and they're doing you a favor." She reminds us that empathy is key:
Remember: your customers are doing you a solid
Be human about deadlines and requirements
Share content they actually want to read
Help them connect with peers
Create Content They'll Actually Use
Skip the product pitch—share industry gold
Address their real challenges
Keep tabs on how they're using your product
Track what resonates
Options, Options, Options
Not every customer can star in a video testimonial, and that's okay!
Give them choices. Here are few that could work:
For Your All-In Advocates
"A lot of times customers want to speak. They want to brag," Natalie points out. "Why just speak to your customers when your customers can speak for you?" Consider options like:
Written case studies
Video stories
Speaking gigs
Conference presentations
2. For Your Busy Bees
Quick reference calls
Simple online reviews
Logo permission
Social media shoutouts
Beta testing invites
Make It Happen
Once someone says "yes" to being an advocate:
Follow Through Like a Boss
Set clear expectations (and stick to them!)
Keep your internal team in the loop
Clear any roadblocks
Stay in touch
Show the Impact
Track those sales numbers
Watch your brand awareness grow
Document the wins
Make sure leadership sees the value
Say Thank You (Like You Mean It)
A quick "thanks!" email isn't going to cut it.
Make It Personal
"Make sure you not only say thank you with your words, say thank you with your actions," Natalie insists. "You don't want to just give them something in general." Her suggestions include:
Send kudos to their boss
Choose gifts that show you know them (like travel accessories for the jet-setter)
Give them social media love
Create VIP moments
Time It Right
"Don't ask for too much too soon," Natalie advises. "If someone just did a case study, you don't have to go next week after they finished the recording and say, 'Hey, can you do an online review?' Maybe give them a month or two." Remember:
Don't overwhelm them with requests
Respect their schedule
Keep nurturing the relationship
Keep adding value
The TL;DR
"If you remember nothing else," Natalie emphasizes,
Plan before you pitch
Lead with empathy and keep it simple
Give options (because one size doesn't fit all)
Show genuine appreciation
Track those results
Build real relationships across teams
Remember: great customer advocacy isn't about collecting testimonials—it's about building a community of passionate supporters who genuinely believe in what you do.
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This post was adapted from a presentation by Natalie Gullatt, who's been living and breathing B2B SaaS marketing at companies like HubSpot and Okta. Connect with Natalie on LinkedIn or shoot her an email at natalie@blackmarketers.org with your questions!