Turn Your Happiest Customers Into Your Most Powerful Asset
Groundswell. Powerful, organic, and widespread.
In today’s competitive B2B marketing landscape, technology buyers are increasingly skeptical of vendor-driven content and rely on peer recommendations to make informed decisions. For B2B tech companies, a strong customer advocacy program is not just a “nice to have”; it’s a powerful growth strategy. But you likely already know this.
By empowering happy customers to share authentic success stories, provide referrals, join your community and offer their time through briefings and advisory boards, these programs help build trust, accelerate the sales pipeline, and drive measurable revenue impact. In an era where buyer trust determines deal velocity, amplifying your customer voices is one of the most effective ways to differentiate your brand and influence purchase decisions.
Every B2B technology company needs a customer advocacy program to bridge the gap between customer success, sales, and marketing by turning happy customers into a powerful growth engine. But there is one key element that differentiates hyper-growth companies from slow and steady, status quo companies: and that is the “groundswell” movement driving their momentum.
You’re sitting on a gold mine. We can help!
Advocacy Program Scale-Up
More references, films, and stories — faster.
Increase program velocity for written case studies, customer film production, social-first content, and customer engagement without growing headcount.
Reference pipeline operations and SLAs
Case study and customer film production playbook
Social-first short-form content engine
Reference reward and recognition program
Community Management
Launch, monitor, and engage with your customer community.
Looking to start or revitalize a customer community or champions program? Outsource to a seasoned customer engagement expert.
Technology platform audit, evaluation, selection
Community analytics, reporting, insights
Daily monitoring and engagement
Customer advocacy integration
Customer Advisory Board Launch
From charter to first session in 90 days.
Build the framework, template, and charter for a world-class CAB — and get your first program off the ground. Ongoing management available post-launch.
CAB charter, member criteria, and recruitment
Session design, agenda, and facilitation
Post-session synthesis and product feedback loop
Optional ongoing program management
Customer Marketing Operations
Let us take care of the details, so you can focus on the customers.
The behind-the-scenes operations of scaled customer marketing programs can become its own full-time role. Hire someone you don’t have to train, so you can focus on what matters – your relationships and program execution.
Pipeline building, management and vetting of advocacy leads & targets
Program reporting & analytics
Customer gifting & merch
Program decks, enablement materials, file organization, source of truth
Customer reference database management
Fractional CMA Support
Seamless leadership during a leave of absence.
Step-in coverage for your customer marketing org. We keep momentum on advocacy, references, content, and exec engagement so your team doesn't lose a beat.
Content creation cycles handled
Customer advocate pipeline full
Flawless customer interviews & engagements
Exec programs humming along
Coaching
Mentoring the next generation of customer marketing leaders.
We love to mentor peers who are newer to the customer marketing discipline or earlier in their careers. We also work with seasoned leaders who want a thinking partner — someone who has been in the room and can help you see around corners.
Navigating a new role or team
Preparing for a high-stakes exec conversation
Troubleshooting an advocacy program that's stalled
Mapping out a 90-day advocacy or CAB plan
Quarterly advisory on program strategy and milestones
Who
we are
Founded by Sarah Burr, a CMA industry veteran, Groundswell is a holistic customer marketing & advocacy consultancy built for hyper-growth, B2B SaaS companies.
Our work can be seen in the programs of some of the most innovative companies in enterprise tech – including ServiceNow, DataStax (IBM), Confluent (IBM), Samsara, Informatica (Salesforce) and OpenAI.
Contact Us
Interested in a quick chat? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!