A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
This hub is built for anyone who wants to do more with the voices of their customers. Whether you're scaling advocacy, building trust with proof, or rethinking how to go to market — you're in the right place.
How-to guides and playbooks for building with customer voice
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Benchmark reports and reference best practices
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If you're in B2B sales or marketing, you've probably heard the term “sales enablement” tossed around. But what does it actually mean, and more importantly, how do you use it to drive revenue?
Done right, sales enablement bridges the gap between sales and marketing. It gives reps the right content, insights, and training at the right time, so they can guide buyers more effectively and close deals with confidence.
In this article, you’ll learn:
Let’s break it down.
Sales enablement is the process of providing your sales team with the tools, content, training, and data they need to engage prospects and close deals effectively. It ensures that reps always have access to the right information at the right time, whether that's a case study, a pricing calculator, or a quick objection-handling guide.
The goal is simple: help sellers perform at a higher level by removing friction, improving consistency, and supporting every stage of the sales cycle.
These terms get mixed up often, but they serve different purposes.
TL;DR: Enablement equips. Ops runs. Training teaches.
Each function plays a role in driving revenue, but sales enablement is the one that connects strategy to execution in the field.
Buyers now expect a self-directed, on-demand experience. They research on their own, involve at least 10 to 11 stakeholders, and generally don’t talk to sales until they’re already deep in the decision process. In fact, the average buyer is 70% of the way through the decision process by the time they engage company reps.
At the same time, AI and automation are transforming how sales teams operate. Reps are flooded with tools, dashboards, data, and content. Without clear direction, it’s noisy and impossible to personalize.
This is where sales enablement comes in.
It aligns your messaging, content, and training around the buyer journey. It uses data to show reps what to say, when to say it, and who to say it to. And it integrates with the tools your reps already use, so guidance fits naturally into their workflow.
In 2025, the teams that win are the ones who can move fast, speak with clarity, and meet buyers where they are. Sales enablement makes that possible.
Sales enablement is a system built on five critical pillars. In 2025, these areas define how effective your enablement strategy really is.
Sales enablement ensures that reps can easily find, personalize, and share the right content when it matters most, whether that’s a case study to build credibility or a comparison sheet to handle objections.
Enablement content includes:
Essentially, any type of marketing collateral or sales resource that can be used to push deals forward is sales enablement content.
Top-performing reps aren’t just hired, they’re developed, which is why eablement delivers structured onboarding, ongoing product education, sales methodology training, and real-time coaching. The best programs also leverage call recordings and AI to surface coaching moments and reinforce skills at scale.
Enablement is powered by a stack of integrated tools:
The right tech gives your team visibility into what’s working, where deals are stalling, and how reps can improve without adding friction.
Most sales orgs get “lucky” with a few great sales hires, but struggle to replicate those results across their entire department.
You have to standardize how reps qualify leads, run demos, handle objections, and follow up. When these playbooks are clear and repeatable, it reinforces the training pillar and makes every rep more consistent in how they execute.
Process optimization also makes performance measurable. You can spot bottlenecks, test new approaches, and improve workflows without starting from scratch every time.
A huge factor in a successful strategy is your ability to connect the dots between teams. Marketing creates content that reps actually use, sales docs are aligned with Marketing’s positioning, and Customer Success shares feedback that sharpens messaging.
This is what turns one-off wins into a scalable, repeatable system.
In 2023, 90% of companies had a dedicated sales enablement program. The reasonadoption is nearly unanimous now is that it’s a proven revenue driver. When implemented well, it impacts every part of the sales engine.
Companies with a strong sales enablement strategy see 49% higher win rates on forecasted deals. Why? Because reps are more prepared, more relevant, and more confident at every stage of the sales cycle.
Sales enablement cuts onboarding time by 40% to 50%. New reps ramp faster, understand the process sooner, and become productive contributors in less time. For experienced reps, it eliminates time spent searching for content or guessing what works.
When reps have the right tools, they can personalize every interaction, offering content, insights, and support tailored to the buyer’s needs. This helps qualified buyers make decisions faster and with greater confidence.
Sales enablement aligns sales, marketing, and customer success around shared goals and systems. That alignment produces cleaner data, clearer reporting, and more visibility into what’s driving (or blocking) revenue.
“Sales enablement software” is the category of tools designed to help sales teams sell more effectively. It’s not usually one single platform. Instead, it’s a combination of systems that support content delivery, training, coaching, engagement tracking, and sales process guidance.
Some companies use an all-in-one sales enablement platform. Others build a stack using specialized tools: one for content, another for training, another for deal insights or call coaching, and so on.
Whether you’re using a single platform or a collection of tools, your sales enablement software should cover these capabilities:
There’s no one-size-fits-all solution when it comes to sales enablement software. Some platforms are built for large, complex sales orgs. Others are leaner, AI-native tools built for speed, automation, and real-time insights.
Here’s a breakdown of two key categories: enterprise-level and AI-native options.
Enterprise sales enablement platforms are built for scale. They offer robust content management, onboarding systems, analytics, and deep integrations with CRMs and marketing tools.
A few examples:
These tools are better for large or fast-scaling B2B orgs that need enterprise-grade control, customization, and global enablement infrastructure.
AI-driven sales enablement tools are built with automation and intelligence at the core. They help teams work faster, get smarter insights, and personalize at scale. They’re less of all-in-one solutions, but solve one or two major challenges of sales enablement exceptionally well.
A few examples of AI-powered platforms for sales enablement:
These kinds of tools are best for GTM teams that want real-time data, intelligent automation, and workflow acceleration without the bloat.
Deeto brings a powerful and often overlooked layer to sales enablement: customer-led enablement.
Instead of relying solely on internal messaging or rep-driven content, Deeto helps you activate your happiest customers to do the talking through peer stories, user-generated content (UGC), and automated reference calls.
This creates a level of trust that no pitch deck or demo alone can replicate.
Deeto makes it easy to capture and distribute authentic stories from your best customers. That includes testimonials, case studies, review snippets (via G2 integration), and more. Reps can instantly pull relevant peer proof into their outreach, follow-ups, or deal cycles—without waiting for marketing to build it.
Modern buyers are skeptical. They want to hear from people like them before making a decision. Deeto puts real user voices into your sales process at scale. Whether it’s matching a prospect with a reference or sending a video from a similar customer, you create instant credibility and shorten the path to “yes.”
Deeto doesn’t just support sales; it connects the dots across your go-to-market teams.
That’s why Deeto is quickly becoming a go-to tool in modern enablement stacks: it turns customer voice into a strategic asset across your entire revenue team.
To know if your sales enablement efforts are working, you need to measure it. Most sales enablement software has more metrics than you actually need, though. The following five KPIs are the most important ones if you want to connect enablement activities to real revenue impact.
Track which assets reps are using, how often, and at what stage. This shows what content actually supports deals and what you need to improve or cut out from your sales process and replace it with to make selling more effective.
In the early stages of implementation, it also shows you how many of your reps have adopted the software. If you see low content usage across the board, it probably means there aren’t enough people using it consistently. If that’s the case, look into why.
Don’t only look at your overall win rate. Break it down by stage to see where deals stall or drop off. This info helps you fine-tune your messaging, content, and coaching at critical points throughout the funnel.
A shorter sales cycle usually means better enablement. If reps have the right tools and buyers feel confident, decisions happen faster.
For instance, Deeto accelerates sales cycles by giving buyers instant access to peer validation. Instead of waiting weeks for a reference call, prospects hear from real users early, which eliminates doubts and speeds up the path to Closed Won.
If you’re using it properly (and using it enough), you should see a reduction in sales cycle time. If your software isn’t netting you that, it’s either an issue with team-wide adoption, the sales workflow itself, or the content you’re presenting to buyers.
Measure how long it takes new reps to become productive, on average. A strong enablement program and platform should cut this down significantly through structured onboarding and access to proven playbooks.
Track how buyers interact with shared content, emails, and calls. Tools like Deeto, Gong, and Salesloft can surface which reps are creating real interest and which touchpoints drive responses.
Whether you're building your program from scratch or leveling up an existing one, choosing the right tools and partners makes all the difference. A platform like Deeto plays a pivotal role where trust, validation, and customer voice are what set your deals apart.
But the real power comes from tying it all together: content, training, technology, process, and cross-team alignment. That’s what modern sales enablement is all about.
Discover what sales enablement is, why it matters in 2025, and how to build a strategy that empowers your sales team.
During my decade at Highspot, I had the rare opportunity to help build something big from the ground up. We scaled with intention, indexed on quality, and always put the customer at the center. We were customer-obsessed. It was at the core of everything we did. But ironically, that passion created complexity – every team trying to do the right thing for our customers, often in different ways, through different systems, with different goals.
That fragmentation, despite the best intentions, created friction. And it raised a hard question I kept coming back to: How do we create a unified experience for our customers when every team sees and engages with them differently?
I didn’t initially see this as the start of a new chapter. I saw it as a problem to solve – a challenge I was eager to take on. I wanted a system that could listen to signals across the customer journey, surface what matters most, and help teams – from marketing to product to account teams – act in harmony. To hear the full voice of the customer and act on it with clarity and precision. That’s what ultimately led me to Deeto – it almost felt like destiny.
The challenge I was trying to solve wasn’t unique to Highspot. Nearly every growth-stage company hits this point: your teams grow fast, your systems get specialized, and your customers suddenly feel like they’re talking to five different versions of the same company.
I didn’t want to lose the magic of being customer-led. I wanted to operationalize it. To build something that could connect the dots across the company – and actually reduce the burden on customers while improving the experience.
So when I came across Deeto, it hit different. This wasn’t just another tool. It was an AI-native way to make that vision real.
Deeto is an AI-native platform, purpose-built to solve the exact challenge I’ve been trying to crack for years. It doesn’t just collect feedback or highlight engagement metrics – it actively listens across every customer touchpoint, analyzes those signals, and deploys intelligent agents to activate the right actions, at the right moment, across your business.
That means it can help demand gen teams surface proof points that move pipeline. It can help product marketers ensure real product-market resonance. It can help CS teams catch and respond to churn signals early. And it gives every team – not just marketing – a direct line to the customer, powered by that customer’s actual experience, not guesswork.
That’s what drew me in. Not just the innovation, but the opportunity to help shape the future of what it means to be truly customer-led.
There’s something electric about this stage of a company. The foundation is solid, but the blueprint is still in your hands. You get to shape the culture, define the narrative, and build the systems that scale.
Deeto has something truly special – a visionary product, a tenacious team, and a shared belief that customers should truly guide strategy. And, we’re just getting started.
As CMO, I’m here to help build the next era of this category: one where customer voice isn’t a one-off quote, case study, or yet another survey response – it’s a system that powers go-to-market, informs product decisions, and unlocks growth at every stage.
That means building marketing from the ground up with an eye toward influence, not just awareness. It means operationalizing customer insights across campaigns, content, messaging, and roadmap planning. And it means championing the professionals – from marketers to enablement to product leaders – who’ve long understood that our most powerful growth lever is the customer.
If you’re reading this, you’re likely trying to solve a similar challenge. How do we better serve our customers? How do we use AI responsibly to scale empathy, not just efficiency? How do we turn customer input into actual business advantage?
My answer is this: stop treating customer insights like isolated artifacts. Start treating them like a living ecosystem. Build the systems and processes that allow your teams to hear, understand, and act – consistently and cross-functionally.
And if you’re a marketing, product, or CX leader who’s on this journey, I’d love to compare notes. That’s how we all get better.
If you’ve followed my work, you know I believe in the power of community. So this isn’t just a role change – it’s an open invitation.
If you’re a customer-led leader who’s trying to amplify the voice of your customers, simplify the chaos of siloed systems, or build a better experience across the customer lifecycle: let’s talk.
I’m here to share, learn, and build – with you.
Let’s make customer-led growth more than a mantra. Let’s make it a movement. Let’s build something that makes our customers proud.
Joining as Deeto’s New CMO: Turning customer insight into action isn’t just a goal—it’s the future of GTM.
In fact, 74% of buyers do more than half their research online before they ever speak with a rep (Forrester). They want real proof, from real customers — delivered in a way that feels helpful, not salesy.
That’s why we built Deeto Microsites to begin with. When we first launched Personal Microsites, we reimagined how sales teams build trust in competitive deals. By giving prospects curated access to customer testimonials and references in a sleek, easy-to-navigate microsite, we helped reps deliver trust at scale—at just the right moment.
But great products evolve. And today, we’re excited to introduce the next evolution of Deeto Microsites.
The new Deeto Microsites deliver a completely redesigned experience — one that helps reps stand out, and helps prospects feel supported.
This isn’t just another web page. It’s a dynamic deal companion — personalized, interactive, and always timely.
Here’s what’s new:
Whether your buyer is early-stage or ready to sign, your microsite adapts to meet them where they are.
Every prospect is different—and now, your microsite can be too. In our latest edition of Deeto Microsites, calls-to-action adapt to where the buyer is in the sales funnel:
Your buyers never feel like they’re being sold to—they feel like they’re being supported.
While customer stories are still front and center, Microsites now support external attachments too. That means you can include:
Now your reps don’t have to manage a dozen different threads and decks—everything lives in one place, tailored to each buyer, and always up to date.
Here's what your prospects will see:
Everything behind the scenes still runs on Deeto’s automation engine:
If you’re already using Deeto, upgrading to the new Microsites is simple—no workflow changes, just a better buyer experience.
And if you’re new to Deeto, now is the time to give your prospects what they actually want: social proof, relevant content, and a seamless path to value—delivered in one beautiful, always-on microsite.
Want to see Microsites in action?
Book a demo or reach out to your Deeto Customer Success Manager to activate the new experience today.
Let your references work smarter. Let your content close faster. Let your microsite move with your buyer.
Today’s B2B buyer doesn’t wait for your sales call to start evaluating.
A strong customer reference program is the secret weapon behind faster sales cycles, higher win rates, and stronger brand credibility. When prospects hear real success stories from people like them, it builds trust that no ad campaign ever could.
In this guide, you’ll learn how to build a customer reference program that’s strategic, scalable, and actually gets used by your sales and marketing teams.
A customer reference program is a structured way to showcase happy customers who are willing to vouch for your product or service. These “referenceable” customers join reference calls or take emails from potential buyers in the same industry, role, or use case.
The goal is simple: leverage real customer success stories to influence future buyers.
Think of it as social proof on steroids. Instead of relying only on stats or feature lists, you let your most satisfied users do the talking, face-to-face with your prospects.
Customer advocacy, testimonials, and references all fall under the umbrella of social proof, but they serve very different purposes.
They’re written quotes, video snippets, or logos used in marketing. They’re great for credibility on your website or in decks, but they’re one-way communication. The customer isn’t actively involved after the content is created.
They may write reviews, engage in communities, refer new prospects, or join your customer advisory board. They’re supportive, but not necessarily hands-on in your sales process. Your reference program is just one aspect of your broader customer advocacy program.
These are customers who agree to speak directly with your prospects, usually 1:1. They share their experience on sales calls with prospects similar to them. It’s personal. It’s contextual. And it can be the tipping point that pushes a deal across the line.
A well-run reference program creates a flywheel. Sales reps close more new business, marketing gets better stories, customers feel heard, and your product improves faster. It’s a strategic growth lever across multiple teams.
Prospects trust your customers more than your sales deck. A reference call with someone who’s been in their shoes can move a deal from stalled to signed. It builds confidence, reduces perceived risk, and speeds up decision-making.
Testimonials are good. But real-time customer validation? That’s powerful. Reference programs give your marketing team access to real voices, not just polished quotes. This adds weight to campaigns, case studies, and events.
When you invite customers to share their success, they feel valued. Being a reference reinforces their positive experience and turns satisfied users into long-term advocates. It’s a subtle, effective retention tool.
Putting your best customers front and center builds community. References show that your company isn’t just about features or price. It’s about real results, delivered consistently.
Referenceable customers are, in many cases, your most engaged users. Tapping into their feedback gives your product team direct insight into what works, what doesn’t, and what to build next.
Before you recruit your first reference customer, you need a solid plan. A customer reference program is a cross-functional engine that supports your entire go-to-market strategy. This is where you set the tone. Without prep, you’ll scramble to find references on a deal-by-deal basis.
What are you trying to achieve with a reference program? Is your goal to support enterprise sales? Increase conversion rates on late-stage deals? Bring a new product to market by highlighting a few power users?
Set clear, measurable KPIs like:
Your program should tie directly to what matters most to the business. Whether that’s driving more revenue, shortening sales cycles, or increasing customer retention, make sure your reference program maps to key company priorities.
Not every happy customer makes a great reference. You want people who have seen measurable success with your product, reflect your target industries, roles, and use cases, and are invested in your partnership and willing to engage. They should also be articulate and confident speaking with others.
Create a framework to qualify potential references. Ask:
Map out your different buyer personas and what their decision-making processes look like. Find references that match not only the type of company you’re after, but also the specific buying group members involved in the final decision.
Your program lives across teams. Sales, marketing, product, and customer success all play a role.
Get buy-in early. Set expectations. And make it easy for everyone to contribute.
Not all customers are reference-ready (or even want to participate to begin with). That’s okay. The key is knowing who to tap, when to ask, and how to match them to the right prospects. Then, you’ll be able to zero in on the best-fit advocates for your program.
When you’re building a reference pool, remember that reference customers share a few common traits:
Once you have that info, the easiest place to start is with Net Promoter Score (NPS) data. This is how you identify your promoters — those who rate you 9 or 10 out of 10. Combine that with product usage metrics, CSAT, and customer health scores to narrow in on your most engaged, satisfied users.
Look for the sweet spot: high satisfaction + strong results + strategic value.
Since you probably have multiple different types of customers, segment your reference pool based on their own use cases, roles, and industries (this is something you can do with Deeto). That way, when they’re connected with prospects, the conversation feels completely relevant to the prospect’s exact buying needs.
Even your happiest customers won’t volunteer to be a reference unless you ask (and ask the right way). How and when you approach them makes all the difference.
The best time to ask is when the customer is feeling the most successful. This typically happens right after a major win or milestone. It can also happen following a successful onboarding or implementation, glowing feedback, or a renewal, upsell, or expansion.
Point is, you want to strike while the momentum is high. That’s when enthusiasm turns into immediate action.
Now… getting that “yes” is equal parts strategic. Frame the ask as recognition, not a request for free labor. Let them know you see them as a leader or role model for others in their industry.
Example: "You’ve achieved INCREDIBLE results with Deeto, and we’d love to spotlight your success. Would you be open to connecting with other leaders who are exploring similar solutions?"
People are more likely to say yes when they feel valued and empowered.
Now that you've identified and recruited reference customers, it's finally time to build the system that keeps everything running smoothly. Structure is what turns a few helpful users into a strategic, scalable asset for your business.
Not every customer wants (or needs) to be on calls. Offering a range of participation options allows you to tap into different comfort levels and strengths.
Broadly speaking, there are six types of reference contributions:
Give customers the ability to set their own preferences within your customer advocacy platform so they only take on what they’re comfortable with.
The magic happens when you match the right reference with the right prospect. Here’s what to align on:
A dedicated platform will give you the ability to add searchable, structured data points like these. That’ll let you filter and match at scale. Or, in Deeto’s case, our smart-matching AI does it for you automatically.
Managing references manually in spreadsheets or Slack threads breaks fast. You need a system designed for speed, scale, and control.
This is where Deeto shines. It’s an end-to-end customer reference and advocacy platform built for modern B2B teams.
With Deeto, you can:
Unlike generic CRMs and static spreadsheets, it’s purpose-built for advocacy. That means you’ll be able to operationalize your program at every step, and nobody from your CS team will be sending out invites individually.
If you want your reference program to thrive, you can’t treat it like a one-way street. The highest-ROI programs we’ve seen from our own users are built on a foundation of reinforcement. That means rewarding participation and recognizing your advocates in ways that feel meaningful to them.
It’s also worth mentioning that the companies getting the most out of Deeto aren’t just checking a box. They’ve made customer advocacy part of their culture.
They reinforce it with internal playbooks on how to appreciate advocates (using the things they’ve mapped in the steps above) and assigning dedicated team members to focus on advocate engagement. And they use Deeto’s analytics platform to report on which advocates are making the biggest impact.
The next challenge is scale. Manually managing every request, match, and follow-up might work in the early days, but it breaks fast as your team grows and deal volume increases.
The first step here is knowing when to scale. You’ll feel the signs:
You can avoid many of these things altogether by setting up the right tech stack from the outset. Automation just means making the manual parts frictionless. You can
At that point, you’ve gone from reactive to proactive and your team can fulfill requests instantly.
You need to know what’s working, what’s not, and how your efforts are influencing revenue, customer satisfaction, and team efficiency. This will all be available within your dedicated customer reference platform.
Here are the most important metrics to monitor:
You should also monitor content outcomes like traffic, engagement, and influenced pipeline. Chances are, you’re using UGC to drive deal closure and using social proof to drive web conversions.
Numbers only tell part of the story, though. You also need qualitative feedback from both the people requesting references and the advocates themselves.
Ask sales reps:
Ask advocates:
This feedback helps you refine your program, improve the experience for everyone involved, and show leadership that your program is not just a feel-good initiative.
Even the best-intentioned reference programs fall flat if you overlook a few key pitfalls. The most common mistakes we see at Deeto are asking too soon or too often, ignoring approval processes, failing to offer value in return, and not training sellers on how to properly use references.
Timing matters. If you ask a customer to serve as a reference before they’ve seen meaningful results, it feels rushed and risks damaging trust. On the flip side, leaning too heavily on a small group of advocates leads to burnout and disengagement.
Fix: Wait until customers hit a clear success milestone before making the ask. Then, rotate your references to avoid overuse and keep the experience fresh for everyone.
Especially in enterprise sales, public references often require internal signoff from legal, PR, or leadership. If you skip this step, you risk headaches down the line or getting pulled from published materials.
Fix: Build approval workflows into your reference program. Track what's been signed off for what type of use (calls, emails, public case studies) and always get written confirmation.
If your reference program feels like a one-way street, your advocates will eventually stop showing up. Customers need a reason to stay engaged beyond being “nice.”
Fix: Offer tangible value, whether it’s exclusive access, visibility, perks, or simply recognition. Show them that their time and input matter.
You can have the best customer reference program in the world, but if your sales team doesn’t know how to use it, it won’t move the needle.
Fix: Train your reps on when to request a reference, how to frame it with prospects, and how to follow up afterward. Give them tools (like Deeto) to request and match references automatically, so there’s less room for error.
Building a customer reference program from scratch is one thing. Running it at scale across teams, markets, and hundreds of deals is a whole other. That’s why you need Deeto.
With Deeto, you can:
Whether you're just starting out or scaling a mature program, Deeto gives you the structure, automation, and visibility to make your customer reference program a true growth engine.
Want to see how it works? Request a demo to see it in action.
Learn how to build a powerful customer reference program that boosts trust, drives sales, and scales customer activation
Customer feedback isn’t just a support ticket or a survey score. What it really is is a direct line to what your market actually wants.
Get it right, and you can use it to improve your product, optimize your messaging, boost every type of conversion, and even shorten your sales cycle.
The key? Knowing which types of feedback to pay attention to and how to turn those insights into action.
Customer feedback is any insight a user shares about their experience with your product, service, or brand. It comes in several different forms, from direct complaints and survey scores to offhand comments in support tickets or social media posts. It’s raw, unfiltered data from the people who use your product or service daily.
Every piece of customer feedback is a window into how your customers think, what they need, and where you’re falling short. It validates what you’re doing right and surfaces gaps you didn’t know existed. That’s why it’s so important.
It’s also one of the fastest ways to grow organically. When you listen closely, you can:
The real benefit of feedback isn’t in having a pile of survey results, it’s in making meaningful changes based on what customers say. Whether that’s fixing a broken feature, simplifying a confusing process, or reshaping your support team’s tone, action is what builds trust.
That means:
When you do this, it gives you a competitive edge. Customers stick around and tell others about you when they see their input leads to change. That’s something no competitor can take from you.
Most companies treat feedback like a bug tracker. Useful, but reactive. The smarter play is to use it to shape strategy, not just patch holes. When you put 2 and 2 together by looking at patterns across channels, customer feedback enables you to make smarter bets on where to build, how to serve, and what story to tell.
Your roadmap shouldn’t come only from your internal wishlist. Feedback helps you build what the market is already asking for.
But don’t chase every request. Instead:
The key here, though, is to treat feedback as a starting point. Customers surface problems but they don’t always know the best solution, which is why the biggest mistake you can make is assuming it means “build this exact feature.”
That’s why you need to ask “What’s behind this request?” If a user says, “We need a dashboard,” what are they trying to track? What’s hard to see right now? Is this about visibility, control, or speed?
When customers complain about slow responses or confusing workflows, those are points of friction that quietly kill your retention. Support-related feedback gives you a peek into how users actually experience your business in the wild.
It shows you:
Feedback can help you improve the support experience itself as well. Send a quick survey after every resolved ticket asking about tone, speed, and helpfulness. Look for patterns across agents, times of day, or issue types. You’ll spot weak links fast, and you’ll know what “great” actually looks like from the customer’s point of view.
Brand is perception, and for those who are already your customers, perception is shaped by experience. Feedback highlights the gap between what you intend to communicate and what actually lands.
It shows you:
Instead of guessing what your brand stands for, use feedback to map reality back to your strategy. If customers consistently describe you in a way that doesn’t match your positioning, adjust. Either the experience is off or the messaging is.
In this way, customer feedback is a branding calibration tool. It tells you where to amplify, where to clean up, and where to focus on engaging your audience.
But it doesn’t stop there. Your customers are your marketing. When they leave a glowing review, post a screenshot on LinkedIn, or tell someone else about your product, that’s branding in motion. Customer feedback helps you identify your champions and gives you the raw material to turn them into case studies, testimonials, and UGC.
To get insights you can actually use, you need to meet your customers where they are, time it right, and make it easy to be honest.
Use in-app surveys for real-time product feedback, post-support surveys for service insights, and email or CRM-based check-ins for deeper qualitative input. Social listening and review sites can also surface unfiltered opinions.
The best times to ask are after key moments like after onboarding, support resolution, and major product updates. That’s when it’s clearest in the customer’s head and therefore most actionable for your team.
Collecting feedback is only half the battle. To turn it into action, you need systems that help you organize, analyze, and scale what you’re hearing.
Deeto.AI is built for customer-led growth; it helps you centralize all your feedback in one place. And with our new Imported Contributions feature, it pulls in feedback from external sources like G2, survey tools, and support chats, so you never miss a valuable insight just because it lives outside your forms.
To make sense of what you're collecting, you need structure:
Once feedback is sorted, you can actually analyze it. Quantitative feedback like NPS, CSAT, and frequency of specific complaints is the easiest place to start. Take that insight and identify trends and patterns over time. What’s rising? What’s resolved? What’s linked to churn or conversions?
Then, visualize it. Dashboards and heatmaps make it easier to spot priorities at a glance and communicate them across teams.
The most successful companies treat feedback like a roadmap instead of a report card. It guides everything from product improvements and feature development to UX/UI changes, customer support process enhancements, pricing or policy adjustments, and even internal training and enablement updates.
If users consistently ask for better customization and more metrics, that might mean building configurable dashboards.
If users keep missing a key button or drop off mid-flow, that’s not user error. Small tweaks like changing button placement or adding in-app guidance can reduce friction and cut support tickets.
If people say they can’t stand repeating themselves across channels, consider integrating your helpdesk with your CRM so agents have context from the start. Or if “slow response times” are trending, set up auto-triage or expand your support hours.
If feedback shows your free trial is too short for users to see value, consider extending it or adding onboarding support during the trial window. On the flip side, if people are confused by your pricing tiers, it’s probably time to simplify your plans or improve the way they’re presented.
If feedback reveals inconsistent experiences across sales reps or support agents, that’s a signal to tighten internal playbooks or run targeted training. Even feedback about tone or attitude can be turned into roleplay exercises or coaching opportunities.
You might not realize it, but your customers play a foundational rule in several types of marketing collateral. Case studies are the obvious ones, but you can drive web conversions with all sorts of social proof content. Stats and testimonials on your commercial pages. User stories to reinforce your articles. The list goes on and on.
Deeto makes it easy to collect, organize, and activate customer feedback at scale. And our new Imported Contributions feature lets you bring in external reviews, surveys, social mentions, and success stories from any source, then turn them into usable social proof assets inside your sales and marketing motions.
Loyalty comes from feeling seen. When users take the time to give you feedback — good or bad — they’re opening the door for you to build that emotional connection. The nuance most businesses miss is that it’s not necessarily about fixing everything instantly, but rather about making customers feel like they’re part of the journey.
If you want to turn feedback into loyalty, start here:
Don’t wait for a feature launch to acknowledge the feedback they’ve left. Even a short, personal reply like “Thanks, this is on our radar and we’re working on it” builds trust. Use automated flows (email, in-app messages, chatbots) to close the loop at scale without sounding robotic.
Most companies are so focused on acquiring users, they forget to make their current ones feel like insiders.
Spot a user who left a thoughtful comment or uncovered a bug? Shout them out in release notes. Give them early access. Send a thank-you. It doesn’t have to cost anything. Just show them they matter.
If someone leaves positive feedback after onboarding, trigger a loyalty sequence: invite them to your referral program or ask them to share their story. If someone flags a frustrating issue, route them into a proactive check-in workflow. Maybe even offer white-glove support.
This is where AI helps. With tools like Deeto or CRM-connected triggers, you can scale this without hiring a team of 50.
The customers who love your product the most are already your best marketing channel. You just need to give them the tools and structure to step up.
Start by identifying your promoters. Use NPS or other sentiment signals to find your superfans. The moment someone gives you a 9 or 10, there’s your cue. From there, invite them to join your customer advocacy program.
With Deeto, that’s easy. Customers self-onboard through a simple guided flow and set their preferences, whether they want to leave a written testimonial, hop on the occasional reference call, or just provide feedback for internal use. It’s advocacy on their terms, which means you get higher participation and better content.
Once you’ve built that pool of advocates, repurpose that feedback into different kinds of content across all your marketing channels:
When future buyers see people like them getting real results, trust goes up and friction goes down, so your goal is to get as much credible content as possible.
If you don’t execute the above correctly, though, you’ll increase churn, misalignment, and wasted spend. Not to mention, you’ll waste your customers’ time.
Here are the landmines to avoid if you want to build a feedback engine that actually drives results:
Not every comment deserves a roadmap slot. Prioritize input from power users, high-value accounts, and repeat themes across a significant portion of your ICP. If you chase every one-off suggestion, you’ll end up with a Frankenstein product that serves no one well. That’s the opposite of product-market fit.
One person says “your onboarding is terrible,” and you immediately redesign the whole flow. That’s a panic move. Always validate feedback patterns before allocating resources. Look for data to back it up, like conversion drop-offs, activation gaps, and ticket spikes.
Timing matters. Ask too early and people don’t have enough context. Ask too late and they might’ve lost interest. The sweet spot is right after a clear outcome: completed onboarding, resolved support issue, or new feature used.
If your product team has no idea what sales or support is hearing and vice versa, they won’t actually know how to act on the data they’re getting. Integrate feedback loops across your CRM, helpdesk, product analytics, and marketing ops.
Yes, AI and workflows help you scale. But if every response feels templated, you’re killing the relationship before it has a chance to deepen. Nowadays, most people can spot AI-generated responses from a mile away.
You can automate while still being authentic if you use it primarily for basic tasks like instant-response triggers, content segmentation and distribution, and feedback analysis. But don’t inject it into the complex sales and CS processes that necessitate the 1:1 interaction.
This one’s a silent killer. If customers give thoughtful input and hear nothing back? You’ve lost trust—and probably future feedback too. Always follow up, even if it’s just to say “we heard you, and here’s what we’re doing.”
Deeto is a cut above the rest because it takes an advocate-first approach. It’s built for companies that don’t just want to collect feedback, but want to turn their best customers into growth engines.
With Deeto, you can:
It’s one of the only end-to-end customer marketing and advocacy platforms designed to help you unlock the full power of your user base.
Want to see it in action? Request a demo to see how it works.
Turn customer feedback into action. Learn how to gain insights and drive engagement from every response.
If you're still basing campaigns on gut instinct and internal brainstorming sessions, you're completely missing what marketing's about. Modern marketing doesn’t start with your product. It starts with your customer.
Customer-led marketing flips the traditional playbook. It replaces "trust me, our product is great" with irrefutable proof that it is.
In this article, I'll break down what customer-led marketing is, why it works, and how B2B brands can use it to drive real growth.
First, a quick definition:
Customer-led marketing is a strategy that puts your customers at the center of your growth engine — not just as buyers, but as advocates. It amplifies their voice, stories, and influence across your marketing through referrals, reviews, case studies, and user-generated content.
Successful marketing is all about relevance. A customer-led approach delivers it right from the source.
Buyers today are overwhelmed with noise and short on patience. They tune out anything that doesn’t speak directly to their needs. Customer-led marketing cuts through the noise by anchoring your strategy in what your audience actually cares about.
Most importantly, it's a core aspect of your broader customer-led growth (CLG) strategy. Feedback from your customers also allows you to constantly improve and iterate on your offering, and your sales team can use it to seal the deal with potential customers.
In customer-led marketing, the Voice of the Customer is the message. Instead of just talking about your value, you let your customers do it for you through testimonials, reviews, social posts, community engagement, and word-of-mouth.
The best B2B brands build systems to:
When your buyers hear from someone who looks like them, faces the same challenges, and has already found success with your product, it hits differently. It’s more believable. More persuasive. More scalable.
To activate customer advocacy at scale, you need to know who your best customers are, what makes them successful, and how they’re already spreading the word.
That means going beyond surface-level analytics. You’re digging into:
Once you know who’s already leaving reviews, sending you new leads, and talking about you on socials, you can double down on what’s working and create systems to repeat it.
Different customers engage in different ways. Some love being featured in case studies, others prefer a short quote or a behind-the-scenes referral. As you build your customer advocacy program, it needs to flex based on their preferences, communication styles, and comfort levels.
That’s the first layer of personalization: how you invite customers to participate.
The second is how you deploy their stories.
Not all social proof is equally effective for every audience. Insights from an enterprise IT director won’t resonate with a solo founder of a creative agency, even if both love your product.
To make customer marketing work:
The more relevant the voice, the more persuasive the message.
When prospects see real customers sharing results, naming specific challenges, or publicly vouching for your team, it builds instant credibility.
But again, not all proof is created equal. To maximize trust, your advocacy assets should:
Customers who advocate for you also become more invested in your success. They’re less likely to churn, more likely to refer others, and more open to feedback loops.
That’s where the full potential of customer-led growth kicks in. You’re not just using your customers to sell, you’re growing with them. You're improving your product and experience based on their input.
When you turn customers into advocates, you unlock compounding returns across your entire go-to-market engine. Not to mention, putting them at the center of your marketing is a lot easier than guessing what messaging and tactics will drive conversions.
Here’s what that looks like:
A recently published study in the Journal of Brand Management proved something we've all known for years: that customer advocacy significantly enhances brand loyalty.
When you invite your users to share their story, give feedback, or participate in your growth, they build a deeper emotional connection with your brand. That translates into longer lifespans and higher CLV.
By spotlighting real users in your content, campaigns, and community, you create opportunities for organic engagement. Happy customers become marketers themselves, amplifying your reach and credibility in ways no paid ad can replicate.
With Deeto, it's even easier for them to share their experiences. It's both business- and customer-facing, so your customers self-onboard, set their contribution preferences, and leave feedback in a guided user flow.
Customer-led marketing naturally feeds into better product decisions. The same customers who advocate also surface the most valuable opportunities for improvement. Their feedback helps you prioritize features, enhance onboarding, and close experience gaps.
People trust people, not brands.
In Forrester’s 2023 B2B Brand and Communications Survey, over 90% of B2B buyers said they "completely" or "somewhat" trust peers in their industry, and 85% trust customers of vendors in their industry. By contrast, only 29% trust claims from the vendors themselves.
So when your messaging comes from customers, it converts better. You waste less time creating content that doesn’t resonate and more time doubling down on what actually drives pipeline. Every quote, case study, and referral becomes an asset that pays off again and again.
Maybe it goes without saying, but customer-led marketing isn't something you can just bolt on. Here’s how to turn the philosophy into an actual strategy:
Gather feedback across every touchpoint:
Then, analyze it for themes, patterns, and hidden insights.
Deeto makes this first step a lot easier by helping you capture Voice of the Customer data and auto-translating it into usable insights.
Use your feedback and behavioral data to pinpoint what actually matters to your customers: their goals, pain points, buying triggers, and success milestones. Then group those patterns into personas that reflect the reality of your audience, not a marketer’s imagination.
These personas should guide your messaging, campaigns, and even what kind of advocates you spotlight in certain areas.
The most trustworthy marketing comes from your customers, not your brand. Invite them to share their stories on social, leave reviews, create video testimonials, or post about their experience. Make it easy and rewarding to participate.
This turns each of your advocates into a distribution channel, helping you scale authenticity without adding a dime to your ad spend.
When you have a steady stream of user-generated content, you can (in fact, you should) repurpose it in your own marketing efforts. In addition to strengthening your messaging, doing this creates a positive feedback loop, where customers are more willing to publish their own content in the future because they see you're amplifying their voices.
Want to see an example? Here are three companies that use social proof to drive web conversions.
Use the feedback you collect not just for content, but for product and experience improvements. That could mean adjusting your onboarding, fixing a broken workflow, or rolling out a feature your top users are asking for.
Deeto’s AI-powered analysis helps you automatically spot trends in customer sentiment, so you don't have to sift through hundreds of reviews or feedback forms to find them.
This isn’t just a marketing play. Everyone — from product to sales to support — should be tuned into what customers are saying and how they’re contributing to growth.
When the whole company thinks like your customers, marketing becomes a natural extension of your relationship with them.
Customer-led marketing sounds simple: put your customers at the center. In practice, though? It’s a lot more complex.
Here are some of the biggest challenges we see companies face, and how to overcome them without derailing your strategy:
Sometimes, just a small percentage of customers are willing to share publicly. There are a few common reasons for this, but it's especially true in B2B where approvals, legal constraints, and privacy concerns slow everything down.
The fix: Lower the barrier to entry. Not every advocate needs to be a full case study. Start small — a quote, a social comment, a 15-minute reference call. Build lightweight paths to participation so you're not over-relying on a handful of vocal champions.
Brands frequently overuse a few go-to stories or personas, which can make their content feel repetitive or irrelevant to new buyers. If your customer advocacy strategy doesn't reflect a broader base of customers, you'll alienate potential new buyers who don't see themselves reflected in your current advocates.
The fix: Build a diverse portfolio of advocates. Segment stories by industry, use case, company size, or job title. Map advocacy assets to the full buyer journey. A short-form win for top-of-funnel, a technical deep dive for decision-makers, and a video testimonial for post-sale trust.
Marketing might be all-in on customer-led strategy, but product, sales, and customer success are off doing their own thing. That disconnect limits your ability to gather feedback or use it effectively.
The fix: Operationalize cross-team collaboration. Make customer insights a shared resource. Schedule regular syncs to discuss advocate wins, feedback trends, and messaging that’s working. Create feedback loops where CS and sales actively feed marketing, and see the benefits reflected in their own KPIs.
You gather tons of customer feedback… and then nothing happens. It sits in spreadsheets or survey tools, untouched. Meanwhile, your customers wonder if you’re actually listening.
Customer-led doesn’t mean customer-controlled. But it does mean being responsive and transparent about what you’re doing with their input.
The fix: Use AI-powered tools (like Deeto) to synthesize feedback in real time. Prioritize trends that come from your most successful or high-impact customers. Then — and this is critical — close the loop. Let customers know what you’ve changed based on what they said.
Advocacy isn’t always easy to tie directly to revenue, so it can get deprioritized in favor of more “trackable” tactics like paid ads.
The fix: Start by defining what success looks like. That could be referral volume, influence on pipeline, reduced churn, or shorter sales cycles. Then build advocacy into your attribution models, tracking how often advocates appear in deals, how many customers engage with proof content, or how feedback informs conversion-boosting changes.
You can’t just sit down and make customer-led content the way you would an ad or a blog post. You’re relying on external people — all of whom have their own schedules, priorities, and approval processes — to contribute.
That makes scalability one of the biggest friction points in customer-led marketing. Without the right systems, you end up with a handful of stale assets and a strategy that runs out of steam.
The fix: Use purpose-built customer marketing software to automate what used to be manual.
Deeto centralizes your customer-led marketing assets, streamlines content collection through self-service workflows, and scales output using generative AI and smart distribution.
That means:
Essentially, it turns the otherwise haphazard process of gathering and sharing customer insights into a structured, efficient, and measurable strategy that drives repeatable results for your business.
Request a demo to see how it works.
What is customer-led marketing? Learn its definition, benefits, and how to implement a strategy that drives engagement.
In B2B, your long-term success depends on how well you build and maintain trust with your customers. You aren’t just making one-off sales. That means keeping communication open, adding value at every stage, and showing up when it counts.
This is where customer relationship marketing comes in. It’s not just about marketing to people, it’s about marketing with them in mind, long after the initial sale.
In this guide, I’ll give you my seven best marketing strategies to strengthen customer relationships and keep them engaged for the long haul.
A customer relationship strategy is essentially your game plan for building long-term, loyal connections with your customers. It focuses on how you’ll nurture relationships during and after the sale through communication, support, education, and added value.
The goals: retention, trust, and brand advocacy.
In B2B especially, where deals are high-stakes and long-lasting, relationship marketing helps you stay top of mind, reduce churn, and turn satisfied customers into repeat buyers or even champions of your brand.
Think of it as shifting from “How do I sell to them?” to “How do I support them so well they never want to leave?”
Customer expectations have evolved. They want more than just a product, they want a partner. A strong customer relationship strategy helps you deliver on that expectation and unlock real business value in return.
It costs 5-7x less less to keep a customer than to win a new one. A solid relationship strategy helps you stay engaged, proactive, and relevant. That leads customers to stick around longer.
When you consistently deliver value, your customers are more likely to upgrade, expand, or renew. That means more revenue per account without increasing your sales effort.
Happy, loyal customers reduce your need for aggressive acquisition spend. You’ll spend less time filling the funnel and more time growing the value of the base you already have. You’ll also have better reviews and more referrals, both of which reduce your average acquisiion cost.
Great relationships turn customers into champions. Whether it’s referrals, reviews, testimonials, or even customer references, your best marketing comes from the people you’ve already helped succeed.
In most SaaS categories, switching costs are only getting lower and features are only becoming more commoditized. One thing your competitors can’t replicate, though, is the one-to-one relationship you’ve built with a customer. Relationship marketing gives you staying power.
The relationships you have with your customers evolve as your product, market, and user base mature. And while growth introduces complexity, it also opens the door to deeper, more strategic engagement.
If you’re selling or rolling out AI, you're not just offering a tool. What you’re really doing is asking customers to trust an opaque system to make decisions for them. The opportunity: turn that fear of adoption into confidence through transparency.
Show your work. Offer “explainability” features, share real-world use cases, and give your customer success team the ammo they need to educate, not just support. The best companies turn AI from a black box into a competitive differentiator by bringing customers into the loop, not keeping them out of it.
In a subscription model, the sale is never really over. Every billing cycle is a new opportunity to prove your worth.
Automate the boring stuff — billing reminders, usage summaries, renewal notices — but don’t automate away the relationship. Use product usage data to trigger human check-ins. If someone’s slowly using your platform less and less or hitting their limit, that’s your cue to step in with tailored guidance or an upsell offer that actually makes sense.
You’re already sitting on a goldmine of customer data. Usage patterns, support tickets, and feedback loops are all at your disposal. Most companies leave it untouched (or at least don’t do as much as they could with it).
The smart ones connect the dots. If a customer hasn’t touched a new feature, queue up a guided tour. If they’ve opened three support tickets this month, escalate their success plan. Proactive outreach rooted in behavior is what turns your relationship from reactive to irreplaceable.
The bigger you get, the easier it is to treat people like numbers. That’s where you lose them.
But scale doesn’t have to mean impersonal. Build segmentation that goes beyond industry and job title; group users by goals, engagement level, or specific feature adoption. Then serve each cohort with relevant content, personalized onboarding, and targeted success playbooks.
You can also use AI to facilitate personalization at scale. Create triggers for when customers view certain content, use certain aspects of your product, and respond to certain campaigns. And use an AI-powered platform like Deeto to collect and analyze UGC and customer insights.
Every strong customer relationship strategy is built on three key pillars:
You can’t build a relationship with someone you don’t understand. And in B2B, where buyer journeys are long, layered, and involve an average of 13 different decision-makers, “understanding” goes way beyond name, job title, and industry.
You need profiles rooted in real behavior, including why they buy, how they buy, and what success looks like for them after they buy. You’ll have to interview customers, analyze journey data, and loop in your sales and success teams to capture additional insights. Consider decision influence, internal politics, procurement blockers, and what drives urgency on their end.
Your CRM, product analytics, customer support logs, and VoC data are all pieces of the puzzle. When you connect them, patterns emerge: what successful customers do early on, where drop-offs happen, and how different segments behave over time. Use that to tailor onboarding, predict churn risk, personalize communication, and even inform future product development.
Deeto helps turn this segmentation into action. By identifying your best-fit customers and surfacing their success stories in real time, Deeto enables peer-driven content, referrals, and insights you can’t get from analytics alone. It bridges the gap between knowing who your customers are and activating them as part of your growth strategy.
Strong relationships are built through ongoing, meaningful communication. Your messaging needs to be intentional, personalized, and delivered in the right context, at the right time.
Start by developing a multi-channel communication strategy. Customer relationship marketing is all about meeting your customers where they are and creating a seamless experience across all your digital touchpoints:
And message personalization is no longer optional. A generic blast might get you an open, but it won’t build trust. Use your purchase history, feature usage, and industry trends data to tailor your messaging. Even small personalization tweaks (like referencing recent activity or highlighting a relevant use case) make a huge difference in perceived value.
Content marketing plays a key role here. But instead of writing about your product, show customers how to be more successful with it. Share playbooks, customer success stories, and best practices rooted in your expertise.
This is where Deeto shines because it turns your most successful customers into credible voices who can tell your story more persuasively than any sales deck (and gives you the tools to reupurpose their feedback for marketing). When prospects and customers hear from real users solving real problems, they’re more likely to stay engaged.
What sets you apart in this category is proactive support. That could mean flagging an issue before the customer notices, offering solutions based on their specific setup, or looping in the right expert before escalation is needed.
Self-service also matters. A well-organized knowledge base, video walkthroughs, and AI-driven chat give customers the resources to solve problems on their own. But don’t hide behind automation; real humans should still be easy to reach when it counts. Self-service just acts as a filter for the basic stuff.
In my experience, the best support teams always partner with success teams. They learn from issues instead of just solving them. Trends in support tickets can inform product improvements, trigger customer education efforts, or spark outreach from your account managers.
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Once you’ve built the foundation by understanding your customers, communicating consistently, and supporting them well, you can finally amplify those efforts. These seven relationship marketing strategies help you deepen loyalty, drive repeat business, and turn satisfied customers into your strongest growth engine.
I’ve already touched on this one a bit, but let’s dive a little deeper. True personalization is about delivering the right message, experience, or resource to the right customer at exactly the right time, and AI is what makes that scale possible.
Use a tool like Mixpanel, or your own product analytics to capture behavioral data from logins, feature usage, support tickets, webinar attendance, and NPS scores. AI can process these signals to update customer profiles in real time.
From there, you can trigger precise messaging:
And the beauty of AI is it learns. Feed it outcome data like who churned, who expanded, and who referred, then let it refine your targeting logic over time.
A feedback loop closes the gap between what your customers say, what you do about it, and how you communicate that back to them. To build one, embed feedback opportunities throughout the customer journey:
You can use Deeto to make feedback collection feel natural and timely.
Route all feedback to a single source of truth — your CRM, product board, or customer engagement platform (like Deeto, using our new Imported Contributions feature). Tag it by category (e.g., feature requests, UX issues, support gaps) so you can spot patterns fast.
Act on what you learn, then close the loop with communication back to them (“We heard you. Here’s what we improved.”). That’s where it becomes a relationship marketing strategy.
You don’t just get loyalty, you earn and reinforce it. And customer activation is the first step in that process.
Now… you can’t expect loyalty from a customer who’s barely touched your product. Activation means helping them reach their first “win” quickly. To show users the right market content, you first have to identify when customers are stuck or disengaged, then intervene by surfacing help content, triggering a check-in from CS, or guiding them toward unused features.
Once you’ve activated your base, loyalty and activation programs help lock in value and use your customers for organic growth. But you have to engage them.
You can reward repeat behavior (renewals, feature usage, or referral marketing) with exclusive perks like priority support, early access, discounts, and invites to beta groups. But the best loyalty strategies aren’t always transactional. They’re about recognition. A customer who feels appreciated is far more likely to stay and advocate for you.
Your customers don’t automatically realize the full value of your product just because they’ve signed a contract. Marketing has a critical role to play in making that value obvious, visible, and repeatable.
That’s why every company needs to create success-driven content. Your product team builds features, but your marketing team translates those into real-world outcomes. Use customer stories, tactical how-to content, and value-focused playbooks to show how others are winning, and make it easy for customers to replicate that success.
Think:
Then, use segmentation and automation to deliver the right content at the right time. If a customer just activated a feature, queue up a short tutorial. If they’ve been quiet for weeks, send a case study to reignite interest.
You’ll help your success team market internally, but this kind of behavior-based marketing supports them and keeps the product’s value front and center without needing a CSM on every account.
AI can analyze behavior patterns like declining usage, slow response to outreach, and drop-offs in engagement, then flag customers who are likely to churn before they actually do it. But here’s where marketing steps in:
It also surfaces accounts that are ready to expand based on signals like feature usage, team growth, and product limitations they’re reaching. Rather than hand that list straight to CS or account managers, smart customer relationship marketers run nurturing plays:
Omnichannel engagement means orchestrating touchpoints across the platforms your customers already use, in ways that feel coordinated and relevant. It’s the most critical strategy in your entire relationship marketing playbook because if you’re not showing up where your customers actually are, you’re not building a relationship.
Most B2B customers expect email as the baseline. That’s your foundation for updates, onboarding, and routine engagement. But you’ve also got to consider…
Pro tip: Your customer marketing and advocacy efforts should be just as personalized. Not every customer wants to participate in a case study or get on a reference call. Use Deeto to match contribution to comfort across your entire customer base.
If there’s any one thing you should be getting from this article, it’s that content isn’t just for lead gen. For customer relationship marketing content, the key is to stop thinking about it as a traffic play, and start thinking of it as a trust-building strategy.
Create resources that help them do their job better, get more out of your product, and look good to their boss.
And remember that consistency is what builds trust. A single killer ebook won’t drive long-term engagement. A steady cadence of relevant content delivered via email, shared on social, and embedded in your product is what keeps the relationship active and value-focused.
Tracking the right KPIs helps you understand not just how satisfied your customers are, but how engaged, loyal, and valuable they are over time.
Here are the key metrics to keep an eye on:
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Deeto helps you capitalize on loyalty by making it easy for happy customers to leave reviews, refer peers, and share their success stories exactly how they want to. That’s why it’s the clear-cut winner for customer advocacy.
Ready to see it in action? Request a demo and discover how Deeto turns customer love into growth.
Explore 7 effective customer relationship marketing strategies to boost loyalty, engagement, and long-term growth.
Today is a milestone moment for Deeto. We’re thrilled to announce our $12.5 million Series A, led by Jump Capital with participation from UpWest, TAL Ventures, Mertor, TAU Ventures and a group of forward-thinking partners who share our belief: that the most powerful growth engine isn’t your product, pitch, or pipeline — it’s your customer.
At Deeto, we’re on a mission to turn authentic customer voice into structured, scalable, and revenue-driving insights. And now, with fresh capital and expanding momentum, we’re doubling down on building the future of how businesses earn trust, convert buyers, and inform innovation.
Why Now: Why Authentic Truth Has Become the New GTM Currency
Buyers have changed. They don’t want vendor-sourced promises. They want voices they can trust. They want to learn from people who’ve done it before them — on their own terms, in their own time.
But while buyer behavior has evolved, most go-to-market systems and processes haven’t. Static case studies, manual reference processes, siloed single point-in-time NPS scores, and customer stories buried in decks just aren’t enough anymore.
What today’s buyers need is the real truth, delivered in real time.
That’s why Deeto exists. We’ve built the only AI-native platform that helps companies activate the voice of their customers across every stage of the buyer and customer journey. And we’re only getting started.
What We Do: Turn Customer Voice into a Growth Engine
Deeto transforms how businesses collect, manage, and activate customer voice. Using our platform, companies like Atlassian, Dropbox, Klaviyo, Bloomreach, and 6Sense are able to:
The result?
What's Next: A Sneak Peak at Deeto 2.0
With our Series A, we’re accelerating into our next chapter: Deeto 2.0.
Deeto 2.0 isn’t just a new version of our platform — it’s a reimagined foundation for how companies scale trust, truth, and relationships in a post-AI, post-hype world. We’re moving from proof points to customer intelligence infrastructure.
To support this evolution, we’re introducing a new layer to our platform: Deeto AI Agents — purpose-built intelligence that helps teams go from insight to action without adding headcount.
These agents aren’t just automation for automation’s sake. They’re about scaling what’s real — the voices, insights, and stories that actually influence how businesses grow.
In a world where AI-generated content is flooding every channel, the only voice that cuts through is the one that’s real. The lived experience of your customers isn’t just a nice-to-have. It’s your most defensible advantage.
With this funding and momentum, Deeto is here to make that advantage accessible, scalable, and felt — everywhere it matters.
Stay tuned for more on the Deeto 2.0 front.
To our customers, partners, and new believers: thank you for trusting us to build something bold. If you’re ready to turn your customer voice into a competitive edge, reach out or follow us as we shape what’s next.
The future is customer-led. Powered by Deeto.
We're building the infrastructure to turn customer voice into a dynamic engine for trust, growth, and innovation.
Your customers receive hundreds of marketing messages every day. Most of them get ignored, deleted, or forgotten within seconds.
But some messages break through the noise. They spark conversations, build relationships, and turn prospects into loyal advocates.
The difference? Customer engagement marketing.
Instead of broadcasting one-way messages, engagement marketing creates two-way conversations. It focuses on building meaningful connections that keep your audience coming back for more.
Customer engagement marketing is an approach that focuses on creating meaningful interactions between your brand and your customers. Instead of pushing generic messages, you invite customers to participate in conversations, experiences, and relationships.
You build these connections through interactive content, personalized communications, and community-building initiatives. This turns marketing from a one-time transaction into an ongoing relationship.
Winning a customer is just the beginning. The real growth happens after the sale, when you turn customers into loyal users, advocates, and repeat buyers.
That’s the role of customer engagement marketing. It’s how you nurture relationships, deliver ongoing value, and deepen trust after someone’s already using your product.
There are a few reasons to invest in engagement-first customer marketing, specifically:
Engagement marketing transforms customers from passive recipients into active brand advocates. When you consistently provide value and foster genuine connections, customers develop emotional attachments to your brand.
These relationships run deeper than transactional exchanges. Engaged customers become invested in your success because they see you as a partner, not just a vendor.
They're more likely to recommend your services, defend your brand against competitors, and give you the benefit of the doubt when challenges arise.
Customer marketing is one of the best levers for new customer acquisition. In fact, more than 90% of today’s B2B buyers trust peers in their industry, while fewer than 1 in 3 trust company sales reps.
The faster you can activate more of your customer base, the more deals you’ll close, which is why a personalized, engagement-first approach is so critical here.
At the same time, engagement marketing is a solid retention lever because buyers have more options, shorter attention spans, and higher expectations than ever before. In most categories, product features are somewhat to entirely commoditized, so your main differentiators are (a) the customer experience you deliver and (b) your direct relationship with each customer.
Acquisition costs continue to rise across industries (2-12% in 2024 alone). Keeping existing customers costs several times less than finding new ones.
Engagement marketing strengthens the bonds between you and your current customers. You stay top of mind when they face new challenges. You position yourself as their go-to resource for solutions. And they don’t even think about exploring alternatives.
When customers are loyal, they’re more likely to upgrade services, purchase additional products, and renew contracts. Not to mention, they’re 31% more likely to pay a higher price.
When customers feel valued and understood, they view your products as investments rather than expenses and see the long-term benefits of maintaining the relationship. Meanwhile, you generate more revenue from each customer relationship while reducing the pressure to constantly onboard new accounts.
Although Google keeps pushing the timeline back, third-party cookies are definitely disappearing. Privacy regulations are tightening. Traditional tracking methods are becoming obsolete. Those trends aren’t going to revert.
Engagement marketing is the alternative path forward. Instead of relying on external data, you build direct relationships with customers who willingly share information. Customers engaging with your content and communities give you first-party data, which is more accurate, relevant, and actionable than cookie-based insights.
Traditional marketing follows a broadcast model. You create messages and push them out to large audiences through channels like email blasts, display ads, and cold outreach.
Engagement marketing flips this dynamic by creating opportunities for two-way conversations. Customers become active participants who shape the experience.
With traditional marketing tactics, you’re treating customers as passive recipients. You talk at them, hoping something sticks. Success gets measured by impressions, clicks, and immediate conversions.
Instead of interrupting people with your message, engagement marketing is about providing value that draws them in. You focus on building relationships that generate long-term results rather than quick wins.
When you implement engagement marketing effectively, you create a win-win scenario. Your business achieves better results while your customers receive superior experiences.
The benefits compound over time. Each positive interaction builds on the last, creating momentum that drives sustainable growth.
Engaged customers convert at higher rates and spend more per transaction. They trust your recommendations because you've consistently provided value. When they're ready to buy, you're their first choice.
Satisfied customers become vocal advocates. They share positive experiences with peers, leave favorable reviews, and refer new prospects. Organic word-of-mouth marketing is more credible and cost-effective than traditional advertising.
Active engagement generates rich behavioral and Voice of the Customer (VoC) data. You learn what content resonates, which channels work best, and what product-related challenges your audience faces. These insights inform product development, marketing strategies, sales workflows, and business decisions.
While competitors focus on features and pricing, you differentiate through relationships. Engaged customers are less likely to switch providers because they value the connection beyond your core product or service.
Customers receive content, recommendations, and communications tailored to their specific needs and interests. This relevance saves them time and helps them make better decisions.
Regular engagement demonstrates that you care about their success, not just their wallet. This emotional connection builds trust and loyalty that transcends business transactions.
Engagement marketing creates cohesive experiences across all touchpoints. Customers can easily find information, get support, and take action without friction or confusion.
Building a successful engagement marketing strategy requires you to focus on several core elements at once. These four pillars work together to create meaningful connections that drive results.
Master these fundamentals, and you'll have the foundation for sustainable customer relationships that fuel long-term growth.
Personalization transforms generic experiences into tailored journeys that feel crafted specifically for each individual. Your existing customers have already shown trust in your brand, now you need to honor that trust with relevant, meaningful interactions.
You can start by:
Pro tip: Use a platform like Deeto to personalize your customer advocacy experience as well. Customers onboard themselves, choose their communication and contribution preferences (e.g., testimonial vs. case study vs. reference calls), then the platform connects them with advocacy opportunities that align with those preferences.
Customers want real, consistent communication from a brand they trust. The way you communicate through content, campaigns, and conversations should reflect your company’s values and your commitment to your customers’ success.
You can master authenticity by…
Feedback loops are the “engagement” half of customer engagement marketing. This is how you create an open dialogue with your customers, then implement the marketing and product changes they’re looking for. If you want users to actively participate in your brand, you need to participate with them.
To intentionally create opportunities for dialogue:
You can also repurpose customer feedback into additional marketing content, like social proof for your website or UGC for your socials.
“Continuous value delivery” means using what you learn from your customers to keep helping them succeed long after the initial sale. If they’re hitting adoption roadblocks, you address them. If they’re asking for more advanced use cases, you show them the way. It’s an ongoing cycle of listening, improving, and delivering more value over time.
To them, this solidifies that your product and your team will keep growing with them, which turns them into long-term advocates and partners.
The pillars we’ve just covered give you the foundation. Now, it’s time to bring your engagement marketing to life through the tactics you use every day.
The goal is simple: keep delivering value, deepen relationships, and create moments that make your customers want to stay connected with your brand.
Here are some of the most effective customer engagement marketing strategies to help you do just that:
Your customers interact with your brand across email, in-app, social, events, and tons of others. They expect a seamless experience, no matter where they engage.
An omnichannel strategy ensures your messaging, tone, and value delivery stay consistent everywhere. This builds trust and makes it easier for customers to stay connected with you on their terms.
Pro tip: Map your customer touchpoints and identify gaps or inconsistencies. Then unify your messaging and personalization across channels.
Static content only goes so far. If you want to boost engagement, make your content interactive.
Think interactive product tours, quizzes, assessments, calculators, and clickable onboarding guides. These experiences pull customers in, encourage exploration, and drive stronger adoption and retention.
You can even use interactive content to guide customers toward the next step in their journey, whether that’s discovering a new feature or realizing the ROI of what they already use.
Communities (online forums, Slack groups, in-person events) give your customers a space to connect with each other, share ideas, and build loyalty to your brand, not just your product.
To win in the “community” category, facilitate peer-to-peer connections on your website, highlight top contributors, and stay active in the conversation to show you’re invested in the community’s success.
Your customers are your best marketers. Encourage them to share their stories, use cases, or creative ways they leverage your product. Then amplify that content across your marketing channels. It builds trust and inspires other customers to engage more deeply.
Find out how Deeto makes UGC easy to create, submit, and distribute.
Referral programs turn your happiest customers into advocates, while loyalty programs incentivize continued engagement and repeat purchases. Design a simple, clear program with rewards your customers actually want, and use a customer engagement platform (like Deeto) to make it easy for them to participate.
We touched on this earlier, but it’s worth reinforcing here. Beyond one-off surveys, create a consistent system for capturing customer input, sharing what you learned, and visibly acting on it. This shows customers that their voice matters and builds deeper trust.
To maximize the impact of customer engagement, close the loop publicly when you implement customer-driven changes. This way, feedback turns into a visible, positive story.
Real-time chat (live chat, in-app messaging) and AI-powered assistants help you meet customers where they are. It’s useful for answering FAQs, guiding them through onboarding, and suggesting next steps. Use it proactively to support feature adoption and reduce friction points in addition to reactive support.
Gamification taps into basic human motivators: progress, achievement, and competition. Adding game-like elements to your product experience (badges, progress tracking, leaderboards, milestones) encourages them to keep advocating and deepen their product usage.
Deeto helps companies turn their happy customers into advocates who can influence prospects through trusted peer recommendations.
The core idea is to embed customer voices into your marketing and sales processes, making it easier for new prospects to trust and convert while simultaneously deepening your relationship with existing customers.
This covers all four engagement marketing pillars flawlessly:
Engagement marketing looks different in B2B and B2C because the customer journey, expectations, and relationship dynamics are fundamentally different. But the core goal is the same: build deeper, lasting relationships with your existing customers.
Longer relationships, deeper trust required.
B2B buying cycles are a lot longer (several months), and products normally require ongoing customer success. Engagement marketing in B2B focuses on turning customers into long-term partners and advocates.
Common strategies include:
The main priority is to increase trust, reduce churn, and turn customers into high-value advocates who influence new buyers.
Faster cycles, emotional loyalty wins.
B2C brands generally have larger customer bases with lower CLV and shorter buying cycles. Engagement marketing here focuses more on emotional loyalty, lifestyle alignment, and repeat purchases.
Common strategies include:
The goal is to keep customers coming back and to amplify word of mouth through shareable experiences.
Now… great marketing of any kind is about execution. And to execute well, you need the right tools.
The right platforms can help you personalize interactions, automate engagement at scale, and turn your customers into advocates. They also give you the data and feedback loops you need to keep improving.
These are the four essential categories of tools to support your engagement marketing efforts:
Customer engagement platforms give you a centralized way to manage interactions across the entire customer lifecycle. They help you track product usage, trigger personalized messaging based on behavior, and orchestrate campaigns that drive retention and expansion.
Look for one that integrates tightly with your CRM and product data, so you can act on real-time customer signals.
Modern CRM systems like Salesforce, HubSpot, and Pipedrive allow you to track customer interactions post-sale, segment your customer base, and coordinate personalized outreach across teams (marketing, success, support).
Your CRM should integrate with practically every other touchpoint, so you can build a holistic profile of each customer. Enrich your CRM with product usage and support data to drive more relevant engagement at every stage.
Automation is what makes engagement marketing scalable.
With tools like marketing automation platforms (Marketo, HubSpot, Customer.io), you can create personalized journeys based on customer behavior — onboarding flows, feature adoption nudges, win-back campaigns, and dozens of others.
Of course, you have to balance automation with authenticity. The goal is to scale relevant, helpful engagement, not generic messages.
Your customers’ voices carry more weight than your marketing ever will. That’s why social proof and referral platforms are so powerful.
Deeto helps you operationalize advocacy. It turns customer reviews, testimonials, referrals, and success stories into usable sales and marketing assets that drive further engagement and growth, both for program participants and the prospects in your pipeline.
To get the most out of these tools, don’t just collect social proof. Make sure to weave it into your marketing, onboarding, and sales processes to continuously reinforce trust and drive product value.
Deeto helps you turn your best customers into your most powerful marketing engine, all while deepening engagement and loyalty among your existing customer base.
By making it easy to capture authentic customer stories, drive referrals, and embed social proof across your entire customer journey, Deeto keeps your brand human and your customers actively involved.
It’s a simple way to amplify the impact of everything you do in engagement marketing.
Want to see Deeto in action? Request a demo today.
Discover what customer engagement marketing is, why it matters, and explore strategies with practical use cases.
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