Do I still need to offer swag and gift cards in my advocacy programme?

Advise that they can be part of the mix, but they should be positioned as a 'thank you', not the primary reason to participate. Use them for smaller, transactional asks, but lean on intrinsic motivators for deeper engagement.

How do I find out what my customer advocates actually value?

The answer is simple: ask them. Run a survey, but more importantly, conduct 1-on-1 interviews with your most engaged customers. Ask about their career goals and what would be most valuable to them.

How do I get buy-in from my product team to give advocates special access?

Frame it as a win-win. The product team gets high-quality, consistent feedback from engaged, expert users, which is far more valuable than random survey responses. Start with a small pilot group of 5 advocates and 1 product manager to prove the concept.

What's in it for Them? A Better Customer Advocate Value Prop

Stop bribing your customer advocates with gift cards. Learn how to build a value proposition focused on their career growth, networking and personal brand.

Published: 3 June 2026
Topics: customer advocacy, customer marketing, b2b saas, advocate program, value proposition

A customer advocate value proposition is the sum of the benefits a customer receives for participating in your advocacy programme. It moves beyond transactional rewards like gift cards to offer intrinsic motivators like career development, exclusive access to your team, and enhanced professional status, creating a true partnership.

You just asked your best customer for a G2 review. You offered them a £25 gift card. They said yes. You think you've won. You haven't. You've just taught your most passionate user that their public endorsement is worth the price of a takeaway pizza.

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

What is a Customer Advocate Value Proposition?

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