Name: Crystal Anderson | Customer Marketing Summit | San Francisco
Start: 2025-09-10T07:00:00.000Z
End: 2025-09-11T07:00:00.000Z
Location: Hyatt Regency San Francisco Airport

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Crystal

Anderson

Enterprise Advocacy Programs Manager

Canva

Crystal Anderson is a seasoned marketing leader with over 15 years of experience spanning global marketing strategy, customer lifecycle programs, and enterprise advocacy. She specializes in building and scaling customer marketing initiatives that forge meaningful human connections and amplify brand impact. In her current role leading B2B Enterprise Customer Advocacy at Canva, Crystal is spearheading the launch of Canva’s first-ever advocacy program for its Enterprise customers. She’s designing a global, scalable strategy to turn power users into brand champions – driving deeper engagement, accelerating pipeline, and showcasing authentic customer success stories. From C- suite roundtables to customer panels and advocacy-driven content, her work blends strategic storytelling with measurable business outcomes. Throughout her career, Crystal has worn many hats – community builder, content strategist, product feedback champion, and cross-functional collaborator. She thrives at the intersection of customer voice and business value, helping leading brands unlock the power of advocacy to drive growth, loyalty, and connection.

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11 September 2025 11:30 - 12:00

From advocates to advisors: Building a unified customer marketing function from the ground up

What does it take to build a powerful, scalable customer marketing engine from scratch—one that drives advocacy, elevates advisory relationships, and proves measurable business impact? In this joint session, Customer Marketing experts Brian Chang and Crystal Anderson share how they’ve each built customer marketing functions that not only engage champions but also influence product, pipeline, and positioning. This dynamic discussion will cover: ● Frameworks for identifying, activating, and scaling customer advocates ● How to transition advocates into strategic advisors ● Lessons from building a CAB and advocacy program from scratch: recruiting, structuring, and proving ROI ● How to leverage AI tools and platforms (recommendations based on use cases) ● How to take advantage of the Customer Marketing community (hint: CMA Slack) ● Real-life lessons learned—what we learned during our career hiatus, what we’d do again (and what we wouldn’t) Whether you’re just getting started or scaling a mature customer marketing function, you’ll leave with practical, battle-tested tactics to build programs that drive real impact across your organization.