Over the last decade, we've seen B2B customer advocacy programming rise from a one-hit wonder to a top hits collection of portfolio programs with advocate communities, CABs, executive engagement and referral, reference and review programs all on the playlist. The development of these programs has many organizations on their feet and clapping their hands to the value they're receiving. But VIP customer programs have also inadvertently created a separate advocate journey, an off-beat solo from the day-to-day customer experience. It's time to spin a new track in the advocacy playbook by offering nurture and engagement opportunities to every customer - strumming the right notes, in the right place, at the right volume to get all your customers grooving along. In this session, long-time advocacy legends Deena Zenyk and Liz Richardson will drop a new album on Lifecycle Advocacy, the intersection of customer marketing and customer advocacy. In this new era tour, they'll drop some sick beats around a new layer of advocacy strategy, Composed in perfect sync with the customer journey, lifecycle advocacy lays down a platinum record vision for tapping into and measuring the holistic value of customer currency.