How Does Eloqua Support Advocacy Programs?
Turn happy customers into your most effective channel. Use Eloqua to identify advocates, automate reference recruitment, power referral journeys, and surface social proof—while respecting subscriptions and frequency caps.
Eloqua supports advocacy by unifying signals (NPS, product usage, wins, community activity) into segments (promoters, power users, referenceable customers) that feed sequences (review/ratings asks, referral flows, reference calls, UGC spotlights). With Program Canvas, you can enroll, qualify, reward, and route advocates to CSMs or partner teams while tracking outcomes in CRM.
Core Eloqua Capabilities for Advocacy
Eloqua Advocacy Playbook
Identify promoters, invite them into programs, and recognize contributions—without over-messaging or manual wrangling.
Define → Instrument → Segment → Invite → Orchestrate → Reward → Measure
- Define advocacy motions & KPIs: Reviews, referrals, references, UGC, community. Target review volume, referral starts, sourced/referred revenue.
- Instrument data: Sync NPS/CSAT and product usage into Custom Objects; capture review site handles; generate referral codes.
- Segment advocates: Shared filters (NPS ≥9, usage tier, case CSAT ≥4.5, event speaker). Exclude restricted industries or accounts in escalation.
- Invite & qualify: Progressive forms and preference center collect opt-ins, areas of expertise, languages, compliance acknowledgements.
- Orchestrate with Program Canvas: Decision steps route to review ask, reference pool, or referral journey; pause if support severity ≥2.
- Reward & recognize: Trigger points, badges, swag, or donations; send fulfillment tasks to ops; update advocate level.
- Measure impact: Track reviews posted, references completed, referrals accepted, sourced/assisted pipeline; run holdouts where possible.
Advocacy Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Signals & Data | One-off NPS exports | Synced NPS/CSAT + usage COs; review/referral IDs stored | Ops/IT | Data freshness, match rate |
| Segmentation | Static lists | Shared filters for promoters, power users, reference pool | Marketing Ops | Eligible advocate coverage |
| Orchestration | Manual outreach | Program Canvas routing + Campaign Canvas cadences | Lifecycle/CS Ops | Conversion to action (review/referral) |
| Recognition | Ad hoc gifts | Tiered rewards, automated fulfillment tasks, badge emails | Advocacy/Marketing | Repeat participation rate |
| Compliance & Governance | Untracked incentives | Documented disclosures, region rules, frequency caps | Legal/Marketing Ops | Policy adherence, complaint rate |
| Attribution | Vanity metrics | Referral/review IDs tied to CRM opps and revenue | RevOps/Analytics | Advocacy-sourced/assisted revenue |
Client Snapshot: From Promoters to Pipeline
A B2B tech company synced NPS and product usage to Eloqua, launched review and referral journeys, and automated rewards. Outcome: growth in high‑quality reviews and a steady stream of referred opportunities. Explore related outcomes: Comcast Business · Broadridge
Combine Eloqua orchestration with RM6™ governance and map advocate touchpoints to The Loop™ to scale social proof and referrals.
Frequently Asked Questions about Eloqua Advocacy
Scale Advocacy with Eloqua
We’ll connect NPS and usage signals, build advocate cohorts, and launch compliant review, referral, and reference programs.
Expert Eloqua Consulting Check the Revenue Marketing Transformation