Customer advocacy has always been about celebrating your biggest champions—but in 2025, it’s clear that the landscape is changing fast. Here are the eight key insights, challenges, and strategies as unveiled by our 2025 Advocate Marketing Global Survey.
- From siloes to synergy
Customer advocacy is scaling across every market segment and weaving deeper into sales. While most programs still sit under marketing, cross-functional fluency is now critical. With rising complexity, smart teams are leaning on data and automation to scale without losing the human touch. Partnerships are rebounding—though harder to manage, over half of programs now include alliances to boost reach and credibility. Externally branded programs are growing, and advocate tiering is on the rise. But it’s not just about big names—true influence comes from engaged advocates, not just the ones with the big logos.
- Advocacy everywhere
The 2025 survey confirms it: advocacy is now a true team effort. Sales, events, and management top the sourcing list, but the average program now taps into five or more channels—proof that advocacy is no longer only marketing’s domain. Integration is growing too, with advocacy woven into ABM, various types of advisory board, exec sponsor programs, and communities. Internally, executive backing and clear KPIs still drive success, while tailored incentives—cash, recognition, or perks—keep teams engaged. Globally, regional nuance matters. Some programs now reward customers too, with thoughtful, localized touches. The future of advocacy? Connected, personalized, and powered by people and data.
- Tight teams + tight budgets = smarter advocacy
In 2025, customer advocacy is running lean—but smarter. Most programs operate with just 1–2 FTEs, even in large orgs, as headcount growth stalls. Budgets are tight too: 61% report flat funding, 24% face cuts. Yet agility wins. Over half (56%) now tap specialist agencies to scale efficiently, moving away from generic PR support in favour of tailored expertise. With internal recognition slipping—only 7% say their role has grown in importance—advocacy pros are focused on proving value. Automation, streamlined workflows, and impact tracking are the new essentials. The message is clear: to thrive, advocacy must tie every move to revenue, retention, or reach.
- Formats, channels and tech: advocacy gets smarter
Advocacy teams are producing more content than ever—eight asset types per program is the norm, with 85% using video as their crown jewel. Blogs, web pages, and customer-created content are catching up fast, proving buyers crave real stories told in diverse, user-friendly formats. Promotion is going omnichannel: LinkedIn (95%) and websites (87%) lead, but YouTube is booming (78%), and regional channels are on the rise. Localization is growing, yet only 4% go beyond four languages—a missed global opportunity. Accessibility is gaining traction, and with teams tracking nine KPIs across four platforms, success hinges on one thing: connecting story, tech, and ROI.
- AI in advocacy: from hype to helpful
No longer a novelty, almost half of advocacy programs now use AI at least monthly. While adoption is still in the early stages, momentum is building. Teams are increasingly experimenting with AI for content and production efficiencies. Satisfaction is solid (43% say it’s “really good”), but few are calling it magic. The smartest programs are treating AI like a useful assistant: great for scaling output and freeing up time, but no replacement for human insight and authenticity.
- References: still a white-glove game—for now
Most advocacy programs (69%) still favour a high-touch, internal concierge model for managing customer references—only 11% rely on pure self-service. As teams shrink and tech improves, scalable hybrid models are gaining traction. Sales and marketing usually share access, but revenue-critical deals often get first dibs.
- Diversity & credentials: progress, or PR?
Customer advocacy pros are cautiously optimistic about diversity—though that’s yet to translate into action. While few strongly disagree that teams and stories are representative, most responses land in the middle. Real progress means moving from good intentions to tracked KPIs. The same goes for professional credentials: nearly 70% want certification, but few have it. Experience still rules, but as advocacy matures, global leaders must build pathways for representation and professionalization.
- Hybrid’s here to stay—events on advocates’ terms
In-person advocacy events are back—but not for everyone. Half of programs are leaning in, while others face budget blocks or prefer virtual. The sweet spot? Hybrid. Advocacy pros crave community, shared learning, and practical content—whether at flagship summits, local meetups, or digital workshops.
Looking Ahead
Advocacy is no longer a tactical afterthought—it’s a strategic lever for trust, credibility, and growth. Today’s advocacy pros juggle roles as marketers, community builders, analysts, and technologists. AI is emerging, but human creativity still leads. The call for training and certification is growing louder, signalling a maturing discipline built on smarter strategy, deeper integration, and a resilient, evolving community that’s ready for what’s next.
