The programs Customer Marketing already owns — reviews, customer stories, references, communities, and advocacy — are now helping shape how future buyers discover, evaluate, and trust your company.
For years, Customer Marketing has focused on retention, advocacy, and customer satisfaction. Those responsibilities still matter. But something bigger has happened.
The programs you already own now travel far beyond the customer base. Reviews, stories, references, communities, advocacy, and customer conversations increasingly shape how buyers research and evaluate companies before Sales ever enters the room.
Brand messaging can create awareness. Customer voices create credibility.
Modern buyers form opinions across AI, reviews, peers, customer stories, communities, and third-party sources.
Your customer base isn't only something to retain. It's an underused source of future demand.
CMA Soulmate helps B2B companies build a stronger, more connected customer advocacy ecosystem designed for the way buyers discover and evaluate companies now.
Find the customers who already believe in you and are most likely to become credible advocates.
Create intentional opportunities for advocates to participate in ways that feel authentic and valuable.
Expand customer influence across the channels and third-party environments modern buyers trust.
Connect customer advocacy to meaningful business outcomes and give leadership a clearer view of impact.
This isn't theory. It's the evolution of more than a decade spent building Customer Marketing & Advocacy programs inside B2B SaaS companies.
A customer advocacy strategy turned customer enthusiasm into measurable third-party trust and revenue influence.
Customer Marketing became a measurable business function spanning reviews, community, stories, advisory programs, and advocacy.
For more than a decade, I've helped B2B SaaS companies transform happy customers into advocates through reviews, customer stories, communities, customer advisory boards, reference programs, and executive engagement.
Back then, the goal was customer loyalty and sales enablement.
Today, those same programs do something much bigger. They influence how future buyers discover, evaluate, and trust your company.
The Buyer Discovery Engine™ brings those proven strategies together for the modern buying journey.
Before we build your engine, we assess how effectively your current Customer Marketing ecosystem supports modern buyer discovery — and where you're leaving influence on the table.
A clear view of how well your current Customer Marketing ecosystem supports modern buyer discovery.
Leslie Barrett has spent more than a decade building Customer Marketing & Advocacy programs for B2B SaaS companies — turning customer relationships into reviews, stories, references, community, advocacy, and measurable business growth.
See where your customer advocacy ecosystem is already building trust — and where it could become a much stronger driver of buyer discovery.