Coming up next –¬† Mary Poppen & Sandy Yu¬† Optimizing B2B SaaS Revenue: Mastering Upselling & Cross-Selling Strategies

Customer Advocacy – Maranda Dziekonski & Sandy Yu With Host – Vincent Manlapaz


A Essential & Must Listen for B2B leaders launching Customer Advocacy programs.

Mano, Co-founder, AppEQ.AI


During this webinar, Sandy Yu and Maranda Dziekonski, Customer Success and Account Management experts from the SF Bay Area, engaged with professionals worldwide. The session buzzed with discussions, noteworthy questions, and LinkedIn connections. Questions ranged from distinguishing Customer Advocacy and Voice of the Customer to securing case studies from privacy-conscious corporate clients. The importance of exceptional customer experiences and nurturing internal advocacy commitment emerged as a recurrent theme.

The webinar offered a gateway to address shared challenges, promoting collaboration in the professional community. It concluded with an invitation to connect on LinkedIn, emphasizing the strength of professional networks and the growth opportunities in Customer Success and Account Management.

Listen to the podcast

5 Key Takeaways

Brand Imprint: Authenticity is paramount in today’s B2B landscape. As Maranda Dziekonski aptly puts it, showcasing “a real customer [who] used our product to achieve these metrics” not only builds trust but also helps potential partners envision a successful collaboration. It’s about nurturing a genuine connection by giving customers a transparent insight into your operations.

Scouting Advocates: The foundation of a robust advocacy program lies in understanding your customer segments. Maranda emphasizes the significance of this by stating, “every segmentation within your organization generally is going to have a different customer journey.” It’s about recognizing potential advocates based on their growth trajectory, demographics, and the value they bring to the table.

Harmonizing Goals: Aligning the aspirations of your advocates with your organizational objectives is crucial. Sandy Yu’s perspective sheds light on this: “Start with your goal… How do we help increase their visibility? How do we help them get a promotion?” It’s about crafting advocacy efforts that resonate with both the company’s and the advocate’s aspirations, ensuring mutual benefits.

Reference Resonance: Managing reference requests is more than just a procedural task; it’s about fostering enthusiasm among advocates. Maranda’s approach is clear: “make sure we have a standard operating procedure… that we have it tracked.” It underscores the importance of team alignment and the meticulous management of reference requests to maintain advocate enthusiasm.

Individual Identities: Every advocate has a unique story, a distinct journey. Recognizing and celebrating this individuality is vital. Sandy Yu captures this essence by urging organizations to “think of them as an individual person… How do we get them to where they want to go?” It’s about supporting each advocate’s journey to recognition and success, acknowledging their unique contributions.

These insights, from discussions with Maranda Dziekonski, Sandy Yu, and our participants, offer a wealth of collective wisdom to help you shape your advocacy narrative.

Success EQ - Customer Advocacy

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Table of Contents

Picture of Archana Prajapati

Archana Prajapati

Turning Insights into Revenue with Customer Success Teams ūüöÄ Founding Member

What is AppEQ? 


AppEQ is a lightweight customer data activation plugin that brings customer data like product usage data/trends right at CSM’s fingertips , on their existing applications like Inbox/CRM /CSP /HelpDesk. We integrate data directly from product analytics like Pendo, Mixpanel, Amplitude and CRM like Salesforce, Hubspot etc.¬†

Our capability to bring this within your existing applications through our in-app widgets  leads to much higher adoption  and implementation time of 1 week or less

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Every Enterprise requirements are different. Understand how Customer Data and Insights Activation can help drive more revenue through a personalized demo with Shashwat


What is Insights & Data Activation?

Insights & Data Activation connects data from various sources and creates a unified profile. It uncovers valuable insights and opportunities in customer interactions through platforms like CRM, helpdesk, CSP, spreadsheets.

AppEQ works seamlessly with your existing operational tools,
so your team doesn't need to learn a new system

Unified View‚Äč

Data Integration empowers companies to improving customer experience and retention. By connecting customer profile and interactions across all touchpoints in different systems, organizations can proactively identify at-risk customers and sell more with intelligent insights aligned to customers interest.

Improved Customer Retention‚Äč

Deeper customer insights, proactive churn prevention, exceptional experiences for long-term success.

Increased Revenue Opportunities‚Äč

Leverage customer data to identify upsell/cross-sell opportunities and maximize revenue growth

Streamlined Workflows

Streamline operations and proactively address customer needs with real-time in-app data insights in existing workflow.

Culture of Data-Driven Decisions

Empower data-driven decisions for customer success with clear customer insights and interactive dashboards.