PHASE 3:
COMMUNITY ENGAGEMENT
STRATEGY
Building a customer advocacy group begins by sourcing multiple areas, including trusted referrals from colleagues who have close relationships and can vouch for a candidate’s technical knowledge, expertise, and advocacy potential.
Assembling a thriving customer advocacy group involves coordinating multiple parallel workstreams, which include building a persona and journey mapping database, defining recruitment and engagement strategies, establishing clear branding and positioning, and planning for a successful program launch.
To keep a community actively engaged, it’s essential to maintain a consistent editorial calendar featuring company and product updates, industry insights, discussion topics, polls, and surveys. Hosting community virtual meetings on current topics and use cases also fosters meaningful discussion and sustained participation.
Once community engagement is underway, identifying advocates to form a customer advisory committee is a natural next step, offering product and sales teams a valuable feedback loop to validate product strategy and support launch readiness.