In a B2B world flooded with AI-generated noise, one truth stands out: your best growth engine is still your customers.
But turning happy users into active advocates? That takes strategy—and a human-first approach.
In this conversation, these experts unpack exactly how to do it.
Daniel and Taylor have built community and advocacy programs that drove millions of impressions, referrals, and pipeline for fast-growing companies like Chili Piper and Apollo.
Watch the video above for all the details!
Make sure to follow them on LinkedIn:
Below is a recap of 12 real-world tactics pulled directly from their conversation.
1. Prioritize Authentic Community Over AI Content
“If AI is an infusion of insanely high-velocity inauthentic content, community marketing is an infusion of insanely high-velocity authentic content.” – Daniel
AI can flood the market with content, but authenticity cuts through faster than ever. Focus on building real customer communities that generate stories, feedback, and loyalty you can’t fake. Community-first brands will always outlast AI-first brands.
2. Use AI for Scaling Operations, Not Relationships
“You can’t train an LLM to look for a special moment unless you already know what that moment is.” – Taylor
AI can help automate repetitive tasks like reporting or NPS follow-ups, but it can’t replace the intuition needed to build relationships. Use AI to free up your team’s time — so they can spend more of it connecting with customers as real people.
3. Leverage the Authenticity Gap as a Competitive Advantage
“Authenticity stands out more now than it did six months ago.” – Daniel
Audiences are becoming better at spotting inauthentic content. This shift works in your favor — human stories, real photos, honest videos are the new premium content. In a sea of AI polish, the unpolished truth is magnetic.
4. Move Beyond Scripted Advocacy
“Takeovers where you copy and paste seven posts aren’t performing anymore.” – Taylor
Mass-blasted advocacy programs feel robotic and are losing trust. Instead, empower advocates to speak in their own voices. Offer loose frameworks, not scripts. The magic happens when real customers tell real stories, their way.
5. Invest in the Person, Not Just the User
“We helped SDRs get promoted. That had nothing to do with Apollo’s product, but it created lasting loyalty.” – Taylor
Your customers’ goals go far beyond your product. If you invest in their broader career or life goals, you become a true partner. Help your customers grow—and they’ll help your brand grow, too.
6. Tap Emotional Drivers Like Recognition and Belonging
“People want security, recognition, and belonging — not just product features.” – Daniel
Buying decisions (and loyalty) are emotional. Recognizing a customer publicly, connecting them with peers, or celebrating milestones builds emotional loyalty that no feature comparison chart can beat. Serve emotional needs first, and business needs will follow.
7. Use Small, Consistent Touchpoints to Build Big Relationships
“Leave real comments on their posts—it only takes a minute, but it builds connection over time.” – Taylor
Relationship-building doesn’t have to be overwhelming. A few thoughtful, personal interactions each week (on LinkedIn, by email, at events) create a compounding effect. It’s better to make 50 small deposits into customer trust than one flashy campaign.
8. Spot Early Advocates and Steward Them
“If someone leaves a G2 review without being asked, that’s gold. Double down immediately.” – Daniel
Unsolicited positive actions — like leaving a review, making a referral, or tagging your brand — are flashing green lights. These customers are raising their hands. Don’t waste the signal—reach out, thank them, and offer them the next opportunity to advocate.
9. Create a Clear Advocacy Ladder
“Start small — social mentions, G2 reviews — and help customers naturally move up to case studies, events, and CABs.” – Taylor
Not every customer is ready for a case study tomorrow. Build a progression: small asks first (like a quote), then bigger opportunities (like video testimonials or advisory boards). Respect their pace, but guide them upward.
10. Launch a Customer Advisory Board to Drive Referrals
“We built a CAB and within three months, it generated $44K in closed deals.” – Taylor
A well-run CAB isn’t just a vanity exercise. By investing in customer relationships beyond the transactional, you activate your best evangelists. CABs turn customers into insiders—and insiders advocate without being asked.
11. Track Causal Impact, Not Just CRM Attribution
“Less myopic attribution, more causal relationships like demo flow, website traffic, and expansion rates.” – Daniel
Advocacy isn’t always directly trackable with UTMs. Focus on upstream signals: are your demos up? Are referrals growing? Is sentiment improving? Trust the leading indicators, not just last-click data.
12. Zoom Out: Build Advocacy with a Full Journey in Mind
“Zoom out and ask: what happens after a customer leaves a review? What’s the next step?” – Taylor
Most companies think advocacy ends when a customer submits a testimonial. Wrong. That’s just the beginning. Think in journeys, not transactions — each advocacy action should naturally lead to a deeper connection.
Time to create (or update) your customer advocacy plan
Customer advocacy isn’t random — it’s a system.
It starts with relationships. It grows through small actions. And it flourishes when you align your strategy with what humans truly want.
Connect with Daniel and Taylor to learn more about building your customer advocacy programs.
Want to make capturing customer stories effortless?
At TeraLeap, we specialize in uncovering and showcasing authentic video stories that build trust — and accelerate sales.
Book a short discovery call and let’s turn your best customers into your biggest growth engine.
