Customer Network Activation.

A champion has said something public: a case study, a G2 review, a webinar appearance, a quote in a launch post.

1. Take the artefact, not the person. You are referencing something they chose to publish, so nothing is being spent.
2. Find the 20 to 30 people in that champion’s orbit who look like them: same function, same segment, same problem.
3. Open with the artefact and the specific thing in it, not with the relationship.

A renewal, a closed-won, a QBR that went well, or a support ticket resolved five stars. Goodwill has a half-life and these are the peaks.

1. Name the person. “Does anyone come to mind?” is work you have handed to the champion, which is why it gets deferred forever.
2. Ask across every functional layer, not only your buyer. The VP of Engineering at their company knows VPs of Engineering.
3. Send a blurb they can forward without editing a word, so the cost to them is one forward rather than one piece of writing.

A customer agrees to go on the record. That is the scarce thing, so the plan for it should exist before the call is booked.

1. Record once, cut many. A webinar becomes a panel clip, a case study, a quote card, a slide in the deck and a paragraph in the sequence.
2. Put the customer’s name and face on it, because that is the whole asset. A logo with no human attached is a logo.
3. Re-run it. The audience for a story is not the audience who saw it in week one.

Any happy user moves: the economic buyer, the champion, a power user, even the admin. The window is measured in weeks, not quarters.

1. Week one, congratulate them and attach no ask at all. None. The note exists to be a note.
2. Week three or four, ask one question: does the new company have the problem the old one had?
3. Then run the other half. Someone at the account they left is picking up their work, and that handover is a second play, not an afterthought.

A peak: an upsell completes, an NPS comes back high, a support ticket resolves five stars, a team crosses an adoption threshold.

1. Fire from the product event, not from a campaign calendar. The timing is the entire play.
2. Deduplicate before asking. The fastest way to burn an advocate is to ask twice because two systems both thought they were first.
3. Route around a no. If this person has been asked recently, the ask should go to the next strongest relationship at that account instead of not going at all.