We believe the best B2B brands are built alongside their customers.

Groundswell is a customer marketing consultancy built around a simple idea: your customers are the most powerful assets in your go-to-market strategy.

When customer marketing is working well, it does far more than produce case studies. It gives Sales the proof they need to close. It gives Marketing real, human stories people actually trust. It brings customer perspective into product strategy. And it creates relationships with the executives and practitioners who become a company’s most influential advocates.

We help B2B technology companies build the kind of customer marketing function the rest of the company leans on.

Our approach was shaped by nearly fifteen years inside some of enterprise technology’s fastest-growing companies. Founder Sarah Burr has built and led customer marketing, advocacy, executive engagement, and storytelling programs at ServiceNow, DataStax, Confluent, Ironclad, and OpenAI, and has consulted with teams at companies including Samsara, Yext, and Informatica.

She has built global reference programs from the ground up, developed Customer Advisory Boards and executive engagement programs, produced flagship customer stories and films, supported companies through IPOs and category-defining growth, and partnered across Sales, Marketing, Product, Communications, and executive leadership.

That experience shapes how we work today.

Customers are the heroes of the story.

The strongest customer marketing makes your customer the protagonist.

We look for the people, transformations, ideas, and outcomes worth amplifying, then build the programs that turn those stories into something the broader business can use. The result is customer advocacy that strengthens brand, supports pipeline, deepens relationships, and gives the market a reason to believe.

Operational rigor and heroics belong together.

Great customer marketing requires both.

You need the infrastructure: engagement models, reference operations, content systems, measurement, governance, and clear ways of working.

But the programs people remember often come from knowing when to break the playbook: moving quickly for an important launch, creating an extraordinary experience for a strategic customer, or finding a story no one else thought to tell.

We build for scale without losing the instinct to make something exceptional.

Executives are highest-leverage advocates.

The right executive customer relationship can influence far more than a single campaign.

We believe Customer Advisory Boards, executive programs, and strategic advocacy should be treated accordingly: thoughtful, high-touch, highly curated, and genuinely valuable to the people participating. Think: unreasonable hospitality.

The goal isn't simply to secure an endorsement. It's to build a community customers fight to be part of.

Customer marketing should be a function the company leans on.

The best programs sit at the intersection of customer, brand, revenue, and strategy.

That's the standard we build toward.

Groundswell works with a small network of experienced strategists, multimedia creatives, copy experts and event gurus, assembling the right team around each engagement. From fractional customer marketing leadership and advocacy transformation to Customer Advisory Boards, executive programs, storytelling, community, and program operations, we help teams build customer marketing programs designed to matter across the business.

Because customer advocacy shouldn't be a collection of one-off asks.

It should be a competitive advantage.