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Shaping an Advocacy Program To Fuel Acquisition Efforts

As a new player in an otherwise legacy market, Observe.AI had a unique opportunity to leverage its raving customer fans to validate their approach

Industry

Industry

Contact Center
Contact Center
Contact Center

Headquarters

Headquarters

San Francisco, CA
San Francisco, CA
San Francisco, CA

Tech

Tech

Conversation Intelligence
Conversation Intelligence
Conversation Intelligence
Conversation Intelligence

Company size

Company size

Series C
Series C

Challenge

Observe.AI, a CCaaS point solution, was a brand new player doing something new (bridging Quality Assurance with Speech Analytics) in a very crowded space. The company hit its first $1M ARR, but we needed a way to accelerate growth, build brand presence and stand out. Turns out, we had a huge untapped differentiator: our raving customer fans.

Solution


As the third marketing hire at a seed stage company, I knew we needed to shift the focus of our go-to-market strategy to what really mattered: our customers’ success stories. The were driving powerful results across sales, efficiency, and fraud prevention through better call insights. I started by identifying the most impactful customer wins and turning them into clear, relatable narratives that highlighted real ROI and outcomes.

From there, I worked closely with our executives, sales, and marketing teams to make sure everyone—from leadership to frontline sellers—was equipped to tell these stories in a way that resonated. I also became the go-to person for bringing the customer’s voice to life, whether that meant hosting panels, moderating events, or championing their perspectives internally.

To make sure this wasn’t just a one-off effort, I built repeatable processes that scaled as we grew. This foundation helped us move confidently from Series A to Series C, always keeping the customer at the center of how we told our story and drove growth.

The customer advocacy program consisted of a number of key initiatives:

  • Disruptors Interview Series, in which customers shared specific approaches to common QA challenges

  • Customer Exchange Sessions, in which customers applying similar use cases came together to learn from each other

  • Advocacy activations in partnership with CS across several key points in the customer journey

  • G2 review program

  • Customer reference program

Check out more of how I built this program on this Testimonial Hero episode on High-Impact B2B Customer Marketing Strategies >>

I built a customer advocacy program that became a $3M base of loyal advocates, driving trust and credibility in the market. To make this even more impactful, I designed a reference-selling motion that directly influenced 23% in annual revenue by enabling our sales team to leverage happy customers at key points in the buyer journey.

At the same time, I focused on amplifying our voice on review platforms, helping us triple our G2 presence and achieve a 4.7 out of 5 rating, strengthening our reputation and helping accelerate deals.

Observe.AI's growth trajectory went from $1M ARR when I first joined to $28M in ARR three years later. The company was in the 5% of fastest growing AI startups in Silicon Valley during my tenure.

24%

ARR influenced

ARR influenced

32%

of customers enrolled in advocacy program

of customers enrolled in advocacy program

Tell a story that clicks in the mind of your buyer.

Skyline Marketing © 2024

Tell a story that clicks in the mind of your buyer.

Skyline Marketing © 2024

Tell a story that clicks in the mind of your buyer.

Skyline Marketing © 2024

Tell a story that clicks in the mind of your buyer.

Skyline Marketing © 2024