What you'll learn:
- Define champion users and apply AAARR/NPS to map advocacy in the customer journey
- Identify high-potential champions using usage data, time-to-value, feedback, and CRM signals
- Design onboarding and early engagement that drive “aha” moments and future referrals
- Build community and co-marketing programs that activate champions into visible advocates
- Create referral, loyalty, and recognition systems that scale advocacy without feeling transactional
- Measure advocacy ROI via sentiment, retention, referrals, and revenue influence dashboards
Imagine customers who don’t just like your product—they champion it. They recommend it in Slack, defend it in meetings, create content, invite teammates, and bring you warm leads you can’t buy with ads.
That’s the power of converting users into champions—and it’s one of the most overlooked growth engines in modern product, customer success, and marketing.
Consider the impact:
- 92% of consumers trust word-of-mouth more than advertising.
- Word-of-mouth can drive up to 5x more sales than paid media.
- A 5% lift in retention can increase profits by 25% to 95%.
So the question is: are you intentionally building for advocacy—or hoping it happens by accident?
In this course, you’ll learn a practical, end-to-end playbook for identifying potential champions early, nurturing them through key moments in the customer journey, and operationalizing advocacy so it becomes repeatable and measurable.
You’ll learn how to:
- Distinguish satisfaction vs. loyalty vs. advocacy (and why only advocacy scales growth)
- Use frameworks like AAARR and signals like NPS to find promoter segments
- Identify champions using product analytics, time-to-value, collaboration behaviors, and CRM/customer success data
- Design onboarding that drives early “aha” moments and sets the stage for future advocacy
- Build communities that deepen belonging and turn power users into leaders
- Partner with champions on co-marketing (case studies, webinars, podcasts, testimonials) without creating friction
- Design referral and loyalty programs that are simple, aligned with your product, and timed to moments of success
- Create recognition and rewards systems that keep champions engaged long-term
- Measure ROI with metrics across sentiment, retention, referrals, and revenue influence
- Embed advocacy into cross-functional workflows with executive sponsorship and shared ownership
Whether you’re building a SaaS product, managing customer lifecycle programs, or leading growth initiatives, this course will help you turn your happiest users into a scalable advantage—one that reduces CAC, increases retention, improves product feedback, and fuels organic pipeline.
If you’re ready to stop treating advocacy as a “nice-to-have” and start treating it as a system you can build, measure, and scale—this course is for you.
