For customer marketing · Strategy & quality control
See every advocate in every account, before you ever ask.
Your best advocates get every ask, and the rest never hear from you. Echo, Orca's Customer Intelligence Agent, finds the rest in your CRM, and your rules decide who gets asked, how often and for what.
Lands in · Slack · Teams · Salesforce
Echo · The three checks
Frank G.Gainsight
“Easiest renewal I've signed all year. Happy to say that anywhere.”Gainsight · NPS survey · Wednesday
Platform, three years in
Every day, health green
NPS 10 on Wednesday's survey
Renewal in 7 months
Ask Frank to join
Yogi B.The Pod
“We rolled this out to every region last quarter. Happy to talk to anyone evaluating it.”The Pod · new post · this morning
Two products
Live in every region
Offered to talk, in The Pod
Consent on file
Add Yogi to the pool
“We retired the tool our engineers kept patching. Both teams were live in a month.”Gong · quarterly review · 14:09
Platform, renewed this year
Every week, across three teams
Will say so
Said it on today's call
Never asked · No open cases · Send consent request
The job today
The same few customers get every ask.
The rest of your pool is right there: healthy, willing, rested and never asked.
Dana R. · Harborlight · Mickey M. · Meridian Health · Owen L. · Arclight
A customer marketer's week
Without Orca · #customer-marketing · Phil S. · 9:14 AM
Anyone have a healthcare customer who'd take a reference call this week?
👀 · 3 · No replies
Shooting an ask into a Slack channel and hoping someone responds.
Asks this quarter · Dana R. · Mickey M. · Owen L. · Everyone else
Leaning on the same few advocates way too much.
healthcare quote · No match
Spending strategy time hunting for advocates, quotes and approvals.
Closed won this quarter
Not being able to tie revenue back to people.
“Customer advocacy in the past at Huntress … we had a few good stakeholders … And we found ourselves leaning on them way too much once a customer was known as like, hey, they're a good reference. We overutilize them.”
Dakota Shanes, Sales Acceleration, Huntress
What changes
The same job, with Echo doing the legwork.
You keep the strategy and the final say. Echo finds the people, checks the rules, pulls the quotes and logs the results.
The same week, with Echo
Best match for Tech Support Inc.
Same industry, same buyer
3x faster reference matching for late-stage opportunities
A rep asks from the deal. Echo ranks the matches, and you approve one.
Regulars · New this week · Resting between asks
40% advocate pool growth, program-wide
Echo finds new advocates in calls, scores and usage. Caps keep your regulars rested.
Case study draft · In your brand
“What used to take over a week now happens in a day, and we're just getting started.”
John Scallon · Approve · Slack · Teams
Echo brings you the customer's quote and the draft in your brand, ready to approve.
Tech Support Inc. · Closed won · Thurman M. · Reference call, credited · Win rate · With an advocate · Without
2x win rate on deals with an advocate touchpoint versus without
Every match logs to the deal, so your CRO sees win rate with and without advocates.
“It's surfacing some of this without me needing to prompt it. That's so helpful, especially as a team of one.”
Morgan Wright, Customer Advocacy Manager, Salesloft
See the whole program: booking, rewards and The Pod
Who it is for
Customer marketing is more than one job.
Pick your seat to see what changes for it.
Reference program leadYou run the requests.
For the reference program lead
“Reps keep sending rogue requests, and I hear about them from the customer.”
Request to booked call
Reps who use the program
Every reference on the record
Reps request from the opportunity, in Slack or Teams.
Echo ranks the advocates who fit the deal and explains each pick.
Asks made outside the program get logged to the opportunity, so the customer gets credit.
Reference request · From the opportunity
Reggie J. · Tech Support Inc.
“Who else our size runs this across support and success?”
Thurman M. · Northwind
Same industry, same buyer · Good to use
96 Harry C. · Bluepeak
Same rollout, same CRM · Good to use
91 Mickey M. · Meridian Health
Resting for 45 more days · Ask first
88 Not asked in 90 days
Content and product marketingYou need the story.
For content and product marketing
“Every case study needs CS and sales in the same room, so it takes weeks.”
Stories in market
Proof that matches the pitch
Customer sign-off
Story moments reach you the day they happen, not at the next QBR.
Content Studio turns them into a case study, a win wire or a QBR slide.
You search the pool by persona, industry, use case and product.
Northwind story · Same day
“We moved off our on-prem system in one quarter. I'll walk anyone through how we did it.”
Thurman M. · customer call11:20 AM
Webinar speaker · Quote, with timestamp · QBR slide
Story moment on the call
11:20 AM · Webinar invite drafted · 1:05 PM · Customer sign-off requested · Today
On the webinar lineup
Next
Marketing leaderYou defend the budget.
For the marketing leader
“I can show activity. I can't show what it did for revenue.”
Pipeline influenced · The program's budget
Each closed-won deal shows the advocates and stories that helped win it.
Gaps in the pool show up by segment, before a deal finds them.
Orca is the proof-and-outcomes layer of your go-to-market, not another advocacy tool.
Program report · In your CRM
2x with advocates, 1x without
Win rate across Orca customers, on deals with an advocate touchpoint versus without.
Tech Support Inc. · closed won
Thurman M. · reference call
Credited
Bluestem Labs expansion · closed won
Cedar Ridge Care · case study
For the advocacy manager
In your words
“Everyone's holding nuggets about our happiest customers. None of it lives in one place.”
Measured on · A healthy pool
Advocates who say yes again
Asks filled fast
What changes for you
Echo surfaces champions new to you, with the evidence attached.
You see who is ready, resting or on hold before anyone asks.
You approve nominations and asks in Slack or Teams.
Your pool today · Every account · Ready to ask · Resting · On hold · New this week
Willis R., Frank G. and Yogi B. joined this week
Use cases
Eight plays, from the first quote to the QBR.
Each one starts with a moment your systems already capture and ends with one click from you.
02Protect3 plays
The playbook · Protect
Mon 1:00 PM
A reference, matched without wearing anyone out
A rep asks for a customer like their prospect, right from the opportunity.
Returns a ranked shortlist with why each one fits, leaving out anyone at their cap, resting or in an open escalation.
Approve the match. The advocate gets a link to pick a time.
Workiva took reference requests from over a week down to 1.9 days.
Wed 4:05 PM
A rogue reference, put on the record
Re: intro to Northwind
Reggie J. to Thurman M. and a prospect
Outside the program
Logged to Tech Support Inc. · credit to Thurman M.
A rep introduces a prospect to a customer over email, outside the program.
Catches it and logs it to the opportunity, so the customer gets credit and you see every ask they have taken.
Review it on the opportunity. Everything is already there.
Advocates stop getting overused out of sight.
Wed 11:00 AM
A thank-you for every yes
Thurman M. · reference call, marked used
Points added
Willis R. · case study, approved
The rep marks the reference call used.
Orca
Adds points for that kind of ask, at the value you set, and shows them on the advocate's profile in The Pod.
Pick the thank-you. It goes out through the gifting tool you already use.
Advocates feel the thanks, and their record shows everything they have done for you.
03Capture2 plays
The playbook · Capture
Thu 11:30 AM
A case study, started from one quote
Quarterly review · Bluestem Labs · 22:41 · The challenge · In their words
“Our support team runs every escalation through it now.”
The outcome
Waiting for customer sign-off
A customer describes a result worth a story on a call.
Flags the story moment that day and starts a case study draft with the customer's words already in it.
Review the draft and ask the customer for sign-off.
Case studies and speakers get sourced in hours instead of weeks.
Fri 4:40 PM
A win wire, the day the deal closes
#wins · App · 4:40 PM
Tech Support Inc. signed. Northwind's story opened the evaluation, and Thurman's call closed it.
How it was won
opened the evaluation
reference call, closed it
🎉 · 9 · 👏 4 Saved to the library
An opportunity moves to closed won.
Drafts the win wire with the advocates and stories that helped, and saves it to the library.
Post it to the team channel.
Every closed-won deal gives the next rep their proof.
04Prove1 play
The playbook · Prove
Mon 9:00 AM
The program's number, ready for the QBR
Advocacy program report · This quarter
Requests filled, by week
Closed won, advocates attached
Bluestem Labs expansion · Willis R.
Pool coverage by segment
Healthcare · Strong · Financial services · Building · Public sector · Gap
Leadership wants the program's number for Thursday's QBR.
Already has every request, match and asset on the opportunity, so the report runs in your CRM.
Open the dashboard.
You prove advocacy's impact at the QBR instead of estimating it.
The playbook · Find
Tue 10:42 AM
A new advocate, found on a call
“Happy to walk anyone through how we rolled it out.”
Nora K. · Northwind · Gong10:42
A customer praises you on a recorded call.
Pulls the quote, checks they own and use the product, and drafts a consent request.
Approve the invite in Slack.
Your pool grows from conversations your team already has.
Thu 9:20 AM
A promoter, recruited while the score is fresh
Frank G. · Harborlight
NPS survey · Gainsight · never asked
Daily user · Health green · When
An NPS 10 comes in from a first-time promoter.
Checks they use the product every day, then drafts the ask for the CSM who owns the relationship.
Send it, or let the CSM send it.
Promoters join the pool the same week they give you a 10.
Proof
The next budget conversation is about what the program contributed, not what it cost.
“We really needed a tool to automate advocate request, fulfillment, and tracking processes, and Orca has done exactly that. The main value of Orca for me is the amount of time that I have been able to save, tracking, and fulfilling reference requests for our sales team.”
Sarah Howell, Senior Customer Marketing Manager, Advocacy
$5.9M influenced revenue since 2023
194% of the influenced-revenue goal
1.9 days
from request to reference, down from over a week
Questions
What customer marketers ask before they say yes.
Straight answers about your advocates, your reps and the number.
Will this burn out our best advocates faster?
It does the opposite. Orca caps how often each advocate is asked and enforces cooldowns, and nothing reaches a customer without sign-off from the person who owns that relationship.
Will Echo find advocates beyond the ones our CSMs already know?
Yes, that is the point. Echo reads the calls, NPS and usage you already capture and brings you new candidates, with what they said or did to earn a look.
We have no formal program yet. Is that a problem?
It is a fine place to start. Echo finds advocates in the calls and data you already have, so you build the pool first and the program follows.
We already have an advocacy tool. Why switch?
Most teams we meet do. The usual gap is that sellers never open it. Orca pushes proof to sellers where they already work, and it runs the whole advocate relationship, not only delivery. We have moved teams off legacy advocacy platforms and spreadsheets.
Do reps have to change how they ask for references?
No. They ask from the opportunity, in Slack or in Teams. No new tab, no new habit.
Will the program's return ever show up?
Yes, in your CRM. Win rate with and without advocates, and closed-won deals with advocates attached, come straight out of your reports. Nothing to rebuild before the QBR.
What will our Salesforce admin and security team ask?
Orca installs in Salesforce as a managed package, so advocate and reference records live in your org. Echo's call processing runs outside Salesforce. Policies, subprocessors and the SOC 2 Type II report are at trust.orcaforce.co. Why CRM-native
Your next advocates are already in your CRM.
Thirty minutes, your org, your contacts scored live.