customer-advocacy
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PeerSpot sells the part the software demo leaves out
The enterprise review company turns deployment stories into buying advice - and a business selling customer evidence. Its next address is the cloud marketplace checkout.
Deeto wants your happiest customers to do the talking
The company began by making customer references easier to arrange. Now it is betting that the same voices can help sales, marketing and product teams make better decisions.
Eastwick sold the agency. Then its founder ran the buyer.
For 25 years, Eastwick helped technology companies explain themselves. Its own most revealing story is how a fiercely independent agency decided to sell - and what it carried into Hotwire.
Big Sky Communications and the art of asking a customer twice
A good customer story can help sell software. Big Sky Communications builds the relationships, routines, and restraint needed to keep those stories coming.
Liz Shulof Has Spent a Career Making Complicated Technology Mean Something
Before she marketed the infinite power of logs, Liz Shulof spent 13 years turning a remote-support company and three acquisitions into one security story. Her career is a study in how patient relationships become corporate strategy.
Brian Gladstein Learned to Sell Security by Following the Customer
An MIT-trained engineer followed a product marketer into customer meetings and found his real craft: turning technical complexity into stories people can use. Two decades later, that habit still shapes how he builds brands, teams and trust in cybersecurity.
Bo Bandy Has Spent a Career Turning Customer Chatter Into Business Proof
Before customer feedback became an AI product category, Bo Bandy was asking the less glamorous question: did any of it change revenue? Her route from ReadyTalk advocate programs to Alchemer’s C-suite is a case study in making the customer’s voice useful.
Jamey Vumback Put Word-of-Mouth on the Payroll
A disputed solar referral gave Jamey Vumback an idea: turn a handshake habit into accountable software. A decade later, his argument remains disarmingly practical - trust works better when someone remembers to track it.
Get The Referral Wants Contractors to Stop Hoping for Word of Mouth - and Start Running It Like Software
The San Diego company wraps referral links, project updates, CRM data and cash rewards into one contractor-focused system. The clever part is the software; the hard part is getting humans to use it.
Duel Tech
Duel is a London-founded B2B SaaS company that runs a Brand Advocacy Platform, helping consumer retail brands recruit, activate and scale tens of thousands of customers, creators, fans, employees and ambassadors into a measurable word-of-mouth growth channel. Founded in 2017 by adventurer-turned-entrepreneur Paul Archer and games developer Naio Tsarouchis, and certified as a B Corp, Duel powers advocacy programs for brands including Charlotte Tilbury, Lush, ELEMIS, Victoria's Secret, Abercrombie & Fitch and Pandora, and raised a $16M Series A in September 2025.
Scott Bajtos
Scott Bajtos is the Global Vice President of Adobe Customer Solutions — spanning Customer Engineering, Customer Success, and Professional Services for Adobe Experience Cloud. With over 30 years in enterprise software, he has served as Chief Customer Officer at both VMware and FinancialForce, and built customer advocacy programs at SAP, Business Objects, Marimba, and Cadence Design Systems. His philosophy is simple: helping every customer succeed and become a customer for life.
Val Geisler
Val Geisler is a lifecycle marketing strategist and VP of Partner Programs at Digioh, best known for founding Fix My Churn and creating the 'Dinner Party Strategy' — a behavior-driven email onboarding framework that has powered 209% conversion lifts for SaaS and ecommerce brands. With 12+ years at the intersection of customer empathy and marketing systems, she has built advocacy programs at Klaviyo, grown retention email to 25% of company revenue at ByHeart, and hosted the Ecommerce Marketing School podcast. Her philosophy: emails are relationships, not broadcasts.