Name: Shelby Allen | Customer Marketing Summit | New York
Start: 2025-03-11T04:00:00.000Z
End: 2025-03-12T04:00:00.000Z
Location: Convene 360 Madison Avenue

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Shelby

Allen

Senior Director of Customer Advocacy

Workiva

Shelby is a dedicated advocate for Workiva’s customers, passionate about elevating and celebrating their successes across multiple platforms. With deep expertise in managing Customer Advisory Boards, she brings together key clients to influence product strategy and foster long-term loyalty. Shelby has also built a strong customer reference program, equipping sales teams with impactful case studies and testimonials that demonstrate Workiva's value. In addition, she drives engagement on peer review sites, promoting authentic feedback and cultivating a community of advocates to enhance Workiva’s reputation. Through a dynamic awards program, Shelby recognizes and celebrates customers who excel within their industries. Every initiative she leads is designed to highlight the achievements of Workiva’s standout clients, ensuring their contributions are recognized and celebrated widely.

02 December 2025 11:30 - 12:00

Scaling customer advocacy: Building advocacy programs that drive business outcomes

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.