The Customer Marketing and Advocacy (CMA) field is brimming with opportunities to make a meaningful impact by fostering relationships, amplifying customer voices, and driving customer-led growth.

CMAs serve as the bridge between customers and internal teams, advocating for customer needs, collecting feedback, and using these insights to shape strategies that benefit both the customer and the business. 

“CMA drives real impact by fostering meaningful customer advocacy programs that not only enhance trust and loyalty but also generate tangible business outcomes, such as increased retention, references, and revenue growth.” Pascale Royal, Marketing Director at F5

“A true Customer Marketing and Advocacy influencer stands out by building genuine relationships, amplifying customer voices with authenticity, and turning advocacy into a strategic advantage that drives trust and credibility.” Christopher Irwin-Dudek, VP Marketing Communications at NICE

This dual role requires empathy, strong communication skills, and a deep understanding of the customer journey. If you're looking to elevate your influence in this niche industry, here are actionable steps to help you stand out, raise awareness both internally and externally, and establish yourself as a thought leader.

“A standout CMA influencer is someone who seamlessly bridges the gap between customer insights and actionable marketing strategies, amplifying both brand and customer success through authentic storytelling and measurable impact.” Pascale Royal, Marketing Director at F5 

“Customer Marketing and Advocacy create real impact by transforming satisfied customers into powerful storytellers, accelerating trust, driving demand, and influencing buying decisions more effectively than any traditional marketing channel.” Christopher Irwin-Dudek, VP Marketing Communications at NICE

To rise above the noise and become a recognized thought leader, follow these 10 actionable strategies:

Winning prestigious awards can help solidify your reputation as a leader in the CMA space. Aim for industry-recognized accolades such as:

• TOP100 CMA Awards by Base
• CAP Awards by Captivate Collective
• Customer Marketing Awards by the Customer Marketing Alliance

These awards not only validate your expertise but also provide excellent networking opportunities with fellow professionals.

Sharing your knowledge is a great way to give back to the community while building your reputation as an expert. Here are some ways to mentor:

• Participate in Slack groups and online communities: Offer advice and host AMA (Ask Me Anything) sessions.
• Office hours: Dedicate time to one-on-one or group mentoring sessions.
• Community mentorship programs: Partner with established networks to guide up-and-coming professionals.

• Educational Videos: Produce short, actionable videos covering key CMA topics, offering valuable takeaways in an engaging format.
• Blogs and Articles: Share your unique insights on industry trends, best practices, and personal experiences to position yourself as a thought leader.
• Webinars: Host or participate in webinars to explore trending topics, share case studies, and foster meaningful discussions with your audience.

By delivering consistent, high-quality content, you'll not only build credibility but also strengthen your connection with your community.

Stay active in industry conversations by commenting on, sharing, and sparking discussions around trending topics. Engage with posts on LinkedIn, participate in online forums, and write thought-provoking comments that show your expertise.

5. Speak at Industry Events
Take the stage at industry conferences and summits to share your knowledge. Speaking opportunities provide a platform to:

• Share your success stories and strategies.
• Build credibility as a subject matter expert.
• Network with industry peers.

Look into events such as:

• Obsession by Base
• Customer Marketing Summit by the Customer Marketing Alliance
• Talk Advocacy sessions by Captivate Collective

6. Build Connections
Connecting with others in the CMA field can open doors to collaborations, partnerships, and new opportunities. Engage with peers, industry leaders, and influencers via LinkedIn, industry forums, or community meetups. Remember, relationships are at the heart of this industry.

7. Master Customer Storytelling
Customer storytelling is at the core of CMA. Elevate your ability to:

• Showcase customer success stories through blogs, videos, or case studies.
• Create compelling narratives that inspire trust and drive advocacy.

8. Become a Data-Driven Advocate
Leverage metrics to measure and communicate the impact of your advocacy programs. Track customer participation, influence on the pipeline, and ROI to demonstrate value to stakeholders and customers alike.

9. Focus on Executive Engagement
Elevate your impact by designing programs tailored to VP-level and above personas. Create exclusive events, like executive roundtables or peer-to-peer sessions, to deepen relationships with senior leaders.

10. Focus on Your Strengths
While there are numerous ways to gain recognition, it’s essential to prioritize and focus on what aligns best with your strengths and passions. For example:

• If you’re comfortable on camera, create video content.
• If you enjoy writing, prioritize blogs and articles.
• If you’re an experienced speaker, double down on event participation.

Remember, you don’t have to do it all—focus on what aligns with your strengths and where you can deliver the most value.

“Be relentless about understanding your customers' needs and aspirations—authenticity and genuine collaboration are the cornerstones of lasting advocacy and influence.” Pascale Royal, Marketing Director at F5 

“One of the most exciting trends in customer marketing right now is empowering customers to share their own stories—in their own voice—through video, written content, or reviews. In an age where so much content is AI-generated, buyers are craving authenticity and the genuine voice of real customers. Customer marketers are uniquely positioned to bring those stories to life and amplify the impact of that authenticity like never before.” Katlin Hess, Director of Customer Marketing, G2

By embracing these strategies, you can confidently carve out your niche in the CMA industry and become a trusted, influential leader. Stay authentic, continuously seek growth, and make a meaningful impact. When you let your expertise and passion guide you, success will naturally follow.

Leslie's top tip for aspiring CMA stars is to “focus on continuous learning and adaptation. Stay informed about the latest marketing trends and technologies, including the integration of AI tools. Additionally, always be on the lookout for stretch assignments within your company. These opportunities allow you to step outside your comfort zone, develop new skills, and demonstrate your potential. By tackling challenging projects, you not only expand your expertise but also showcase your ability to innovate and lead initiatives that can significantly impact the organization.” Leslie Barrett, Director, Customer Marketing, Tipalti

Christopher’s top tip for aspiring Customer Marketing and Advocacy stars: “Focus on nurturing authentic connections—when you champion your customers' success, they will naturally champion yours.” Christopher Irwin-Dudek, VP Marketing Communications at NICE

For more tips on how to elevate your professional presence and stand out in the world of Customer Marketing and Advocacy, watch the “Raising Your Personal Brand: How to Stand Out in Customer Marketing” webinar with Leslie, Katlin, Chris, and Pascale.