Customer marketing can’t run on dashboards alone. It has to run on signals.

Danielle Beeken, Customer marketing + Community Leader, formerly Global Director Customer Marketing and Advocacy at Culture Amp, breaks down how the best teams spot intent before it shows up in NPS or renewal risk. Instead of blasting the same advocacy asks to everyone, Danielle shares how to read behavior, relationship, and community signals to know who’s ready, what to ask, and when to act.

From identifying expansion readiness to building multiple champions inside an account, this episode is a practical playbook for moving from campaign-based advocacy to customer moments that actually convert.

What you’ll learn:

• How to replace “big advocacy campaigns” with signal-based customer moments
• How community creates peer proof (and why it’s the fastest path to trust)
• Why relying on a single “superfan” champion is risky, and how to build a wider circle of advocates

Episode Outline:

(00:00) Meet Danielle Beeken

(01:20) Danielle’s path from sales to customer-led growth

(03:36) Storytelling that makes customers the hero

(05:38) Turning community into advocacy (the right way)

(09:11) Bringing community insights into the business

(13:11) The “energy shift” that tells you it’s time

(13:59) From usage to impact: sparking expansion and advocacy

(14:22) Making customer success your advocacy multiplier

(16:02) Winning over every stakeholder in the account

(22:11) Danielle’s field-tested takeaways for customer marketers