Customer Advocacy is one of the most powerful (and underutilized) assets a company can have. Whether you're building a program from scratch, refreshing one that's lost momentum, or looking to level up what you already have, this four-part playbook series will guide you through every stage of the journey.
Dive in at whatever stage makes sense for you, or work through all four parts to build a program that's strategic, scalable, and built to last.
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About This Series
This playbook series was created by Champion in collaboration with Heather Foeh Consulting. Heather brings 19 years of experience in customer-facing leadership roles across customer marketing, customer success, and community building at companies including Eloqua, Oracle, Workfront, Adobe, and 6sense.
Champion is an AI-powered customer advocacy platform that helps B2B companies identify, activate, and mobilize their most passionate customers. Our mission is to make trust the most powerful engine for business growth — using the voices and relationships of your happiest customers to make business more human.
Explore the Series
Part 1: What is an Advocacy Program?
Before you can build a great Advocacy program, you need to understand what one truly is — and what it isn't. This playbook lays the foundation: moving beyond reactive, last-minute requests to something strategic, measurable, and aligned to your organization's goals. You'll learn how a well-run Advocacy program supports revenue, retention, marketing, and product strategy — and how to articulate those goals in a way that resonates with your executives.
Part 2: Launching an Advocacy Program
You've got the foundation in place — now it's time to build. This playbook gives you a roadmap for launching from scratch. From crafting a compelling program name, to finding the right advocates, to getting internal teams on board, you'll learn everything you need to know to launch with confidence.
Part 3: Setting Up Your Activation Form
The intake form is the virtual handshake at the start of every Advocate relationship — and the data you collect there is the fuel for your entire program. This playbook walks you through how to structure your form, what participation options to include, how many questions is too many, and the small details that make a big difference in Advocate experience.
Part 4: Engaging Your Advocates
Getting Advocates to sign up is only half the battle. This playbook focuses on what keeps a program truly thriving: meaningful, consistent engagement. You'll learn how to strike while the iron is hot, plan quarterly activities, spread the love across your full Advocate pool, and build the kind of one-on-one relationships that make advocates say yes — every time.
Ready to Go Deeper?
