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.