Articles
From first principles to the latest trends. Explore lessons, new frameworks, and fresh perspectives on all things customer voice: customer marketing, advocacy, lifecycle, and trust-led growth.
How to build a customer reference program
Most B2B references start as favors: a seller calls a happy client and asks for one more call. It works until the same customers are overused. Here's how to formalize a reference program that protects advocates and proves deal impact.
Why your customer stories don't travel and how to fix it
A customer story can break when it crosses a border. Made of real names, faces, quotes, and numbers, each element carries meaning that shifts from one culture to the next.
How to write B2B customer stories buyers trust
Case studies are still one of the most useful formats in B2B marketing. Here are seven tips for writing customer stories that build trust, drive decisions, and show up in AI search.
How to repurpose customer stories across the buyer journey
As more B2B buyers choose a self-service journey, meeting them sooner and more often is the move. Repurpose a single case study deliberately, so it earns trust at every stage.
TRUST ECONOMY: Why trust became the scarcest thing in business
Trust is now a purchase deal breaker, on par with quality and value. What's driving the shift, and why customer voice is how brands earn it back in a low-trust market.
When AI recommends you, your website is 2% of the answer
A user asks an AI to recommend a B2B software vendor, and 98% of what it cites comes from sources you don't own. Here's what that new reality means, and what to do about it.
Why an agency still makes sense and what makes one work
Nothing an agency does is impossible to build in-house, so why hire one? An honest look at what makes the relationship work, the value it brings, and the red flags worth watching for.
Why Customer advocacy and PR should be B2B marketing’s new power couple
When these two forces collaborate, they can transform a single case study into compelling third-party signals that AI engines trust. Explore our 5-step framework to implement this strategy effectively.
How to track advocacy revenue without burning out your team
Knowing what to measure is only half the battle. Here's how to track advocacy's revenue impact with lightweight signals your team will actually sustain.
From "soft value" to revenue signal: how to measure customer advocacy impact
Stop asking whether advocacy closed the deal. Ask what changed when it was involved. Learn 3 credible revenue signals to measure customer advocacy impact and prove its value to leadership.
How to turn an event into a library of customer proof
An event is one of the few moments all year when your customers are in one place. Plan for it, and it becomes your chance to capture proof at scale.
Bot fatigue is real: What 5 stats reveal about brand trust in 2026
AI-driven content is eroding brand identities. When every brand soudns the same, trust thins out. The authentic voice of the customer is the answer.
SEO vs GEO: How to make your content AI-discoverable
Learn how Generative Engine Optimization (GEO) works alongside SEO to ensure your content is extracted, cited, and trusted by AI systems like ChatGPT and Perplexity.
How to repurpose one customer interview into a full content ecosystem
Most organizations use a customer interview once, then move on. Here's how to turn one conversation into an entire content ecosystem.
The unseen work: Why advocacy leaders need technical backup
Discover how operational and technical support frees advocacy leaders to focus on relationships, storytelling, and growth — instead of fixing systems and pulling reports.
9 customer advocacy gift ideas that strengthen client relationships
From charitable donations to sustainable gift boxes, discover 9 advocacy gift ideas that are personalized, compliance-friendly, and built to deepen client relationships.
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