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Last updated: May 15, 2026

Attendir for customer marketing teams

Run user conferences, customer advisory boards, and reference events on a single platform. Each customer attendee gets a branded sharing card; advocacy activity is tracked per customer; the data feeds your reference program, NRR contribution, and case study pipeline.

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What customer marketing owns in B2B SaaS

Customer marketing owns the post-sale lifecycle: advocacy programs, references, case studies, customer advisory boards (CABs), user conferences, and customer-led content. In B2B SaaS the function reports to the VP marketing or chief customer officer and is measured on net revenue retention contribution, reference availability, and advocate engagement scores. It is one of the fastest-growing marketing functions in 2026 — and the most under-tooled.

Three event types customer marketing actually runs

Customer Advisory Boards (CABs)

10–15 senior customer advocates invited to a closed, multi-day session. Budget: €22K–55K. Goal: product input, advocacy enablement, account expansion. Attendir handles invite flow, RSVP, agenda landing page, and post-event amplification.

User Conferences

Flagship annual gathering of 1,000–3,000 customers. The single biggest advocacy moment of the year. Attendir multiplies organic reach: every customer attendee posts a branded share card, lifting downstream reach by 10–20×.

Reference & Roundtable Events

Small invite-only sessions where customers share their stories with prospects. 20–40 people, half customer, half prospect. Attendir tracks which customer advocates showed up and which prospects converted post-event.

The customer marketing metrics Attendir feeds

Customer marketing has been stuck reporting on soft proxies (event attendance, NPS, satisfaction surveys). The 2026 shift is toward attributable advocacy metrics that connect to NRR and reference availability. Attendir feeds three of them directly.

1

Advocate share rate

% of customer attendees who posted publicly post-event.

2

Advocacy reach

Cumulative LinkedIn impressions driven by customer shares.

3

Reference conversion

Customer attendees who became active references in 90 days.

Related reading for customer marketers

The Customer Advisory Board (CAB) Playbook

Agenda template, budget, selection criteria, and ROI for B2B SaaS CABs.

The Attendee Advocacy Business Case

How to budget for and justify an advocacy program in 2026.

What is Attendee Advocacy?

The category definition, distinct from MGM, influencer marketing, and referral.

The Event Referral Program Guide

Designing the incentive structure for customer-led referrals.

Frequently Asked Questions

What does a customer marketing team do?
Customer marketing owns the post-sale lifecycle: advocacy programs, references, case studies, customer advisory boards (CABs), user conferences, and customer-led content. In B2B SaaS, the function typically reports to the VP marketing or chief customer officer and is measured on net revenue retention contribution, reference availability, and advocate engagement scores.
How does Attendir help customer marketing teams?
Attendir gives customer marketing a single tool to operate user conferences, CABs, and reference events. Each customer attendee gets a branded sharing card to post on LinkedIn; advocacy activity is tracked per customer; the data feeds your advocacy program scoring. The same per-advocate attribution that field marketing uses for pipeline shows customer marketing who is actually advocating publicly.
Can Attendir be used for a Customer Advisory Board (CAB)?
Yes. CABs are typically 10–15 senior customer advocates invited to a closed, multi-day session. Attendir handles the invite flow, RSVP tracking, agenda landing page, post-event share cards, and ongoing advocacy attribution. See our Customer Advisory Board Playbook for the full framework, agenda template, budget benchmarks, and ROI measurement approach.
How does this fit with our existing advocacy platform?
Attendir is event-centric, not a general advocacy hub. If you use Influitive, Captivate.ai, or SlapFive for ongoing advocate engagement, Attendir handles the event-specific layer (registration, sharing, on-site, post-event amplification) and exports advocate activity as enrichment data into your advocacy platform. Many customer marketing teams run both.
What metrics does customer marketing track with Attendir?
Three customer marketing metrics that Attendir feeds directly: advocate share rate (% of customer attendees who shared post-event), advocacy reach (cumulative LinkedIn impressions driven by customer shares), and reference conversion (customer attendees who became active references in the next 90 days). These plug into the broader NRR and advocacy-program scoring framework.

Run your next CAB or user conference on Attendir

Single platform for invites, agenda, RSVP, advocacy, and reporting. Free 7-day trial — no credit card required.

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