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Modern customer marketing talks a lot about advocacy (reviews, referrals, references). But advocacy is an outcome  not a strategy. The real work sits much deeper: understanding the emotional drivers that shape how B2B buyers perceive value, make decisions, and stay loyal long after the contract is signed. At its core, customer marketing is an exercise in applied psychology. The teams who excel aren’t simply launching programs; they’re engineering experiences that create trust

For many customer marketers, especially those running the function as a team of one, planning can feel like a constant battle. You are responsible for a wide range of critical activities, from customer onboarding and advocacy programs to case studies and renewal campaigns. This constant juggling act often leads to reactive, tactical work instead of strategic, high-impact initiatives. You know what needs to be done, but getting the resources and buy-in to do it right is anothe