How to Turn Audiences Into Advocates

Stop treating every customer like a case study. According to our Evidence Gap report, 56% of marketers struggle to get direct access to customers. Why? My guess is that it’s because we’re always asking for a case study. And if customers don’t want to do one… things get awkward. Fast. But the problem runs deeper. We quickly wear out our best advocates because we use and overuse them once we find one. We're asking for too much all the time. Case studies, references, testimonials, you name it. And then we wonder why they stop responding. So, we're flipping the script and focusing on providing value instead of just taking it. Here’s what’s working for our marketing team right now: 1. Quarterly CAB meetings + a CAB Slack channel Using CAB meetings to help our customers solve real problems, not just UserEvidence-specific ones. The Slack channel keeps conversations going between meetings without putting us front and center. 2. Positioning customers as SMEs Featuring them in our content (like podcasts, video interviews, and events) builds their brands while showing off their expertise. It’s a simple way to give customers the mic and let them do the talking for us. 3. Marketing roadshow dinners Beyond connecting with our ICP, the real value is hearing directly from customers (what they love and especially what they don’t love) in a relaxed, no-pressure environment. 4. Prioritizing surveys over case studies Instead of asking for “the big thing” every time, we use surveys to gather proof at scale and include optional questions to identify potential advocates for future asks. This change in thinking has helped us build trust with customers, form real relationships, and create advocates who genuinely want to be associated with our brand.

Connecting People Through Shared Passion One of the sessions I attended last week was "Unleashing Brand Fandom: Turning Fans into Brand Advocates." Fans don’t just consume anymore—they advocate. Viral moments aren’t accidents. Ok, fine, sometimes they are...But why they happen isn't. They happen when people connect with something that they feel compelled to share it. This is where brands need to lean in—listening, observing, and understanding what truly resonates with their audience. Now, more than ever, fans are shaping brands. It’s no longer just about delivering a product or service—it’s about fostering a community. Brands must be clear on their values, stay authentic, and create emotional connections. That’s why there has been a massive shift toward entertainment-first content.  Brands like Liquid Death, Duolingo, and anything Ryan Reynolds touches have mastered this. Blending humor, storytelling, and culture. Creating experiences that fans want to engage with and share. A great example from the session was the Sonic the Hedgehog movie. After an intense fan backlash (or as my kids put it, "it looked super creepy!"), the studio did something unprecedented: they listened. They completely redesigned Sonic’s character, and the result was a massive box office hit. For older brands, this can be even trickier. Look at Star Wars. It’s a delicate balancing act—honoring the legacy audience while thinking about the next generation. Sometimes, they get it right, like with The Mandalorian. Other times, they miss like with The Rise of Skywalker, which...struggled. This isn't just about B2C audiences, B2B audiences can do this too! 4 Steps to Turn Your Biggest Fans Into Brand Advocates 1-Empower Fans to Participate Create opportunities for your audience to shape your brand. Whether it’s through feedback loops (like Sonic’s redesign) or user-generated content campaigns, involve them in the journey. 2-Create Content They Want to Share Brands that prioritize entertainment (like Liquid Death or Duolingo on TikTok) see higher engagement because their content feels real. If it’s not fun, emotional, or insightful, it won’t spread. 3-Foster a Community, Not Just a Following Fans want to belong to something bigger than themselves. Build spaces where they can connect—not just with your brand, but with each other. Think of how brands like LEGO and Disney have built thriving fan communities. 4-Stay Authentic and Consistent People get behind brands they trust. Stick to your values, be transparent, and always deliver on your promise. If you change direction too often, you risk losing the advocates who believed in you from the start. When you create real emotional connections, fans don’t just support your brand—they become your brand. What B2B brands do you think have mastered brand fandom? ---------------------- Hi, I'm Jay Designing experiences for events that drive ROI for our clients. #business #branding #sales #marketing #eventprofs

A client recently said, “Our pricing has always been our biggest advantage, but it’s no longer driving results. What happened?” Here’s the reality: The market shifted. Your customers changed. But your strategy? Stayed the same. We hit the reset button, redefined their approach, and made a few key changes and boom: engagement shot up, brand loyalty skyrocketed, and sales exceeded expectations. All without a single price drop. Here’s the truth: Competing solely on price leads to a dead end. To truly stand out, your brand must offer more than just affordability. It has to be unforgettable. I call this the “Magnetic Brand Strategy.” It’s about building a brand people choose, not for the price tag, but for the connection it sparks. Here’s how you can create a brand that pulls people in: 🔸 Create Surprise Moments • Add unexpected details or experiences that catch customers off guard in a positive way. • Whether it’s a surprise gift, a thank-you note, or an unexpected feature in your product, these moments create buzz. The Results: Surprise moments build excitement and make your brand memorable, encouraging word-of-mouth marketing. 🔸 Partner with Unexpected Brands • Look for opportunities to collaborate with brands outside your industry to create something unique and unexpected. • Think limited edition products, special promotions, or events that bring something new to the table. The Results: Unconventional partnerships introduce your brand to new audiences and keep your offerings fresh and exciting. 🔸 Hyper-Personalization is Key • Move beyond general customer segmentation. Offer tailor-made experiences or exclusive offers based on individual behaviors. • Personalized touches make customers feel recognized and valued. The Results: Hyper-personalization strengthens customer loyalty and creates a stronger emotional connection to your brand. 🔸 Turn Your Employees into Brand Ambassadors • Encourage your team to represent your brand online and offline, not just as employees, but as passionate advocates. • By sharing personal experiences and enthusiasm, your team humanizes your brand and extends its reach. The Results: Customers trust people more than brands, so turning your employees into advocates builds authenticity and trust. 🔸 Build a Sense of Belonging • Build online groups, host special events, or add interactive features to your website. • When customers feel like they belong, they’re more likely to stay loyal and recommend your brand to others. The Results: A community-centered brand encourages long-term loyalty and gives your customers a reason to advocate for you. The market doesn’t care about your price tag anymore. What they care about is how your brand makes them feel—and how it fits into their lives. What’s the one thing you’re doing today to make your brand unforgettable? ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.