Reference programs, customer advisory board programs, and user events are powerful tools for scaling customer advocacy and strengthening relationships with key stakeholders. These programs grow and change as you enter new markets, increase market penetration, and adapt to larger macro-economic trends and circumstances. This session will cover how to: - Design and launch CABs that foster long-term engagement - Identify and elevate reference customers, and measure their impact - Scale advocacy programs to global markets and diverse customer segments - Amplify customer success stories to drive brand advocacy Whether you're starting your first advocacy program or are looking to enhance your existing portfolio of programs, this session will provide actionable steps to build sustainable programs that drive meaningful business outcomes.