Celebrating Customer-Led Growth: Customer-Obsessed Awards at The Obsession Summit

In 2024, the customer marketing industry has reached new heights, redefining how businesses engage, retain, and empower their customers. This year, we’ve seen companies adopt innovative approaches to advocacy, integrate cutting-edge technologies, and achieve measurable business outcomes through customer-led strategies.

From pioneering advocacy hubs and ambassador programs to driving executive engagement and creating holistic customer experiences, the industry is shifting from traditional marketing efforts to strategies that place customers at the center of every decision. These efforts not only drive revenue but also foster loyalty, build communities, and amplify brand credibility through authentic customer stories.

To honor the trailblazers in this transformative field, the Customer-Obsessed Awards awards celebrate the exceptional teams—our CLGPioneers—who are not just meeting expectations but are redefining what’s possible in customer marketing. Their innovative ideas, outstanding programs, and tangible results serve as a guiding light for the industry. Here’s a recap of this year’s winners and their extraordinary contributions.

Docebo: Pioneering Advocacy with the Champions Hub

Docebo’s Customer Advocacy team, one of this year’s celebrated CLGPioneers, earned their award for the exceptional Champions Hub, launched in June 2023. By shifting from execution to strategic goal-setting, the program delivered extraordinary outcomes:

• 70% engagement rate in the Champions Hub.
• 113% of their target for registered Champions.
• Year-over-year growth in key metrics:
  • 79% increase in registered Champions.
  • 56% more references fulfilled.
  • 55% growth in the reference pool.
  • 85% boost in NPS Promoters.

With impressive revenue impact and churn reduction, Docebo’s Champions Hub exemplifies innovation in advocacy. Their recognition at #Obsession24 SF highlights their role as a true industry trailblazer.

Temenos: A Decade of Advocacy Excellence

As a recognized CLGPioneer, Temenos celebrated 10 years of their Ambassador Program, which continues to set the standard for customer engagement. Key achievements in 2023 included:

• 180% increase in ambassador engagement through a new portal integration.
• 121% of new reference KPIs achieved.
• 150 reference calls supporting 24% of all closed deals.
• A 28% rise in customer success story engagement.

Temenos’ unwavering focus on collaboration and innovation solidifies their legacy as a leader in customer advocacy.

Sage: Empowering Sales Through Advocacy

Sage’s Reference Program earned its spot among the CLGPioneers by transforming customer advocacy into tangible business results:

• $8M in closed deals in North America alone.
• An 81% expansion of their reference pool.
• Significant influence on opportunities worth tens of millions globally.

By equipping sales teams with authentic customer stories, Sage has demonstrated how advocacy can drive revenue and retention simultaneously.

HubSpot: Integrating Advocacy for Impact

HubSpot’s unified approach to advocacy programs, including HubFans and Community Champions, has made them standout CLGPioneers. Their results speak volumes:

• 8,000% increase in program applicants.
• Over $300,000 saved via ticket deflection.
• $400K in retention-influenced revenue since June 2024.

Their innovations, such as the INBOUND Correspondents program, underline the power of advocacy in enhancing customer relationships and cross-functional collaboration.

Apptio: Growing Advocacy for Greater Returns

Apptio’s focus on alignment and strategic growth earned them recognition as a CLGPioneer. Highlights of their program include:

• 137% growth in membership with 83% engagement.
• 46% increase in expansion targets.
• A 50% increase in customer story assets and a 28% larger reference pool.

Their commitment to driving growth and retention showcases the immense potential of customer advocacy.

Splunk: Executive Engagement at Scale

Splunk’s comprehensive Executive Program made them deserving CLGPioneers this year. Key results include:

• 200% YoY growth in executive engagement.
• A 345% increase in executive meetings.
• 40+ customer accounts onboarded into the Executive Sponsor Program.

Their achievements highlight the impact of strategic executive engagement on business outcomes.

ScienceLogic: Comprehensive Programs with Impact

ScienceLogic’s impressive range of initiatives earned them recognition as CLGPioneers. Their program highlights include:

• Over $3M in pipeline generation via Account-Based Experience (ABX).
• A 93% satisfaction rate with their executive advisory boards.
• Leadership placement on Gartner Peer Insights within six months.

Their holistic approach, aligned with company objectives, continues to deliver outstanding results across multiple KPIs.

NICE: Innovation Across the Board

NICE’s customer marketing team exemplifies excellence, earning them the CLGPioneer title. Highlights of their achievements include:

• $100M in revenue influence.
• 500% growth in Advocates.
• 75K+ customer activities completed with 60%+ engagement.

Launching five programs in just 14 months, NICE’s commitment to innovation and rapid execution makes their accomplishments truly remarkable.

Conclusion

The 2024 Customer-Obsessed Awards spotlight the transformative power of customer advocacy. Our CLGPioneers have not only redefined customer-led growth but also inspired the broader community with their exceptional achievements. From groundbreaking hubs and ambassador programs to strategic executive engagement, these winners are setting the standard for what’s possible in customer marketing. Congratulations to all the winners for leading the way in this dynamic and evolving industry!