How many super-users should be in the programme?

Start small. The power of a programme like this comes from its exclusivity and the high quality of interaction. A pilot with 10–15 deeply engaged users is infinitely more valuable than an open-enrolment programme with 100 passive ones. You want to build personal relationships with each champion. Keep the group small enough that your product managers can know them by name. The feeling of being part of a select, influential group is a core part of the appeal.

How do I pitch this idea to my leadership?

Frame it as a strategic asset, not a cost centre. This is not a 'customer delight' initiative; it is a force multiplier for the entire business. For the Product team, it is a high-signal intelligence engine that de-risks the roadmap. For Marketing, it is a source of authentic stories, quotes, and content. For Customer Success, it is a scalable support system where experts help other users. The key is to create a compelling value proposition for customer advocates that also delivers massive ROI to the business.

What if a super-user starts giving negative feedback publicly?

This is a feature, not a bug. Your most passionate advocates are also your most honest critics. Their candid feedback is a gift. When they raise a concern publicly, thank them for their honesty and for caring enough to speak up. Acknowledge the validity of their point. Then, take the detailed conversation to the private channel to dig deeper. Showing your entire customer base that you can handle criticism with grace and transparency builds more trust than a thousand positive reviews.

Design a B2B Super-User Programme That's Not About Swag

Your best users want influence, not another hoodie. Design a B2B super-user programme based on intrinsic motivators like product access and peer status.

Published: 3 June 2026
Topics: super user programme, customer marketing, customer advocacy, product feedback, b2b saas, power users

By Francisco Opazo · Reviewed by the Led by Community editorial team

A successful B2B super-user programme prioritises intrinsic motivators over merchandise. Instead of offering swag, give your top customers exclusive access to your product team, public recognition that builds their status, and genuine opportunities to co-create the product roadmap. This approach attracts champions who are motivated by influence, not freebies.

The box of branded hoodies just arrived. You feel a brief flicker of excitement. Then, the slow dread. You are about to bribe your most valuable customers with cheap cotton in exchange for their priceless expertise. There is a better way.

What is a B2B Super-User Programme?

This is a preview. The full piece is free for members (3 reads a day) and unlimited with Premium.

Read the full piece on Led by Community (free account, 3 reads a day)