CAP Certification Series: Summer Session

Sharpen your competitive edge in customer advocacy alongside your peers with the CAP Certification series this summer. This comprehensive, three-day course features Captivate’s proven customer advocacy methodologies and best practices, from creating measurable business impacts to executing world-class advocacy programs. Whether you’re just getting started with customer advocacy, or charting a course to mature your practice, the CAP certification series invites practitioners of all experience levels to join their peers in exploring actionable new ideas, sharing real-world examples and benefiting from Captivate’s expert insights to take your programming and portfolio building to the next level.

What you'll dive into:

Day 1: Business Impact Module

In this module, you’ll delve into how up-leveling your advocacy programs approach in the following three key indicators of advocacy practice maturity can directly benefit your business:

• Advocacy Outcomes: There are outcomes for advocates, and outcomes for the business. Both are equally important. Learning how to identify and report that value back into the organization is more important than ever for customer marketers looking to prove the power of advocacy.
• Advocate Program or Portfolio Brand - Your advocacy brand is how your members perceive your program. Is your program elite or inclusive? Innovative or informative? Your program brand identity - both visually and in messaging - should reflect back to your members who they aspire to be in their association with your company.
• Internal Alignment - The more awareness there is about customer advocacy and the potential it holds for your colleagues and your business, the better. Learn how to proactively identify and report on cross-departmental program goals until your program profile grows and coworkers from across the business are knocking on your door.

Day 2: Program Execution Module

This module is all about exploring foundational strategies for building or enhancing your advocacy program, focusing on enhancing program operations across three key indicators of advocacy maturity:

• Budget - An essential element of operational excellence is your budget. What you spend versus the value you drive for the business provides a framework for tracking and evaluating the impact of your program, and helps you make better decisions about how, when and where to allocate resources and best manage your program.
• Technology - From existing tools and channels to dedicated platforms, there are many different combinations of technologies that can be used to support a customer advocacy program or portfolio. We’ll discuss how the tools you use can - and should - be put in place to support your overall advocacy strategy. Ultimately, decisions about tools must take into account where and how often your customers prefer to interact with your company.
• Resourcing - Should you have one part-time employee or a global team of several advocacy professionals? It’s a common question. The answer? Resourcing and business value go hand-in-hand; the headcount needed to support an advocacy program or portfolio has a direct correlation to the outcomes advocacy can drive for the business.

Day 3: Advocate Experience Module

Last one, best one—at least we think so. This module is all about the advocate. Who they are, what they want, and how you deliver on your customer advocacy value proposition are all key factors in designing and delivering a top-notch advocate experience.

• Relevance - The success or failure of most customer advocacy strategies comes down to one factor: Relevance. The ideal piece of content, the perfect opportunity, and the most remarkable experience will only deliver the desired results when presented to the right person at the right time in the right place.
• Benefits - Whether transactional or transformational, aspirational or experiential, Benefits are key levers in customer advocacy used to motivate members, intrinsically and extrinsically. As a program matures, the benefits being offered must evolve as well. This may result in additional investment of time and money to deliver more complex, experiential or personally valuable benefits to members.
• Engagement - From hand-raisers to change-makers, advocate activation takes many forms, and can differ based on persona and tenure. Engagement is your measure of interaction with customer advocates; How often you are crossing paths around opportunities, experiences, education and information.

How you’ll learn:

In this live, virtual workshop series, we’ll hone in on one module each day, with three areas of alignment for each module. Register for one, two, or all three days, but of course we’ll be offering a discount for multi-day registrations 😉

How you'll benefit from this course and certification:

There is no shortage of educational options in the contemporary CMA space. A variety of free and paid options, offered by software companies, individuals, and agencies present practitioners with more choice today than ever before.

As the world of customer marketing and advocacy continues to evolve and B2B programs become commonplace, this certification course helps practitioners stay ahead of the game with the latest strategies and best practices. You’ll leave equipped with the knowledge to significantly impact your career and your organization.

About the CAP Certification series:

The Customer Advocacy in Practice (CAP) Workshop & Certification series by Captivate Collective is designed to advance your understanding and application of customer advocacy within the B2B space. As organizations increasingly seek to link advocate experiences with tangible business outcomes, this certification provides essential, innovative insights into developing standout customer engagement practices.

Whether you’re just getting started with customer advocacy, or charting a course for where to take your more mature practice, this certification series provides practitioners of all experience levels with actionable ideas, real-world examples and expert insights to take your program or portfolio to the next level. Built on our Customer Advocacy Maturity Model framework, the CAP Certification series features three distinct learning modules:

• Module 1: Business Impact

• Module 2: Advocate Experience

• Module 3: Program Execution