Build a review request and advocacy nurture system

Create a simple ladder of advocacy asks: private feedback, G2 review, testimonial, quote approval, reference call, webinar, case study, or advisory board invite. Define which customer signals qualify for each ask, such as high NPS, renewal, successful onboarding, expansion, power usage, or positive CSM note.

Use HubSpot to create customer segments based on health score, lifecycle stage, renewal status, product usage if available, CS notes, NPS, and recent support sentiment. Exclude customers with open escalations, renewal risk, unresolved support issues, or sensitive account context.

Use Claude to classify customers into the right advocacy path based on relationship strength and evidence. For each customer, recommend the ask type, channel, sender, timing, and personalization angle. Add the recommended path to Airtable for CSM approval.

Classify customers into advocacy ask paths.

Customer list:
{{customer_list_with_signals}}

Advocacy ladder:
{{advocacy_ladder}}

Exclusion rules:
{{exclusion_rules}}

For each customer, output:
1. Recommended ask type
2. Why this ask fits
3. Recommended sender
4. Timing
5. Personalization angle
6. Risk notes
7. Approval needed
8. Backup ask if customer declines

Be conservative. Do not recommend public asks for risky accounts.

Use Claude to write outreach templates for each ask type. Create versions for CSM-sent email, marketing-sent email, LinkedIn DM, and Slack/internal note. Keep the ask specific, low-pressure, and easy to complete. For G2 reviews, include clear instructions but do not script the review content.

Write advocacy outreach templates for these ask types.

Ask types:
{{ask_types}}

Customer context examples:
{{customer_context_examples}}

Brand voice:
{{brand_voice}}

Create templates for:
1. G2 review request
2. Testimonial request
3. Quote approval
4. Reference call invite
5. Case study interest ask
6. CSM internal note

Rules:
- Low-pressure
- Honest
- Easy to complete
- Do not script review content
- Include opt-out language where appropriate

Send the recommended asks to CSMs or account owners in Slack. Require approval, hold, or revise before any customer outreach. Update Airtable with approval status and notes. This protects sensitive relationships and prevents poorly timed asks.

Launch approved outreach in HubSpot. Send review requests to G2, testimonial asks to Senja, and custom asks via the CSM or account owner. Track sent date, response, review submitted, testimonial captured, declined, no response, and follow-up needed.

Monthly, review which segments responded, which asks worked, which senders performed best, and where customers declined. Update the advocacy ladder and templates based on real response patterns.