Platform
Solutions
Editor's note (2026): This post documents Crowdvocate's 2022 rebrand to Base. Since then, Base has continued building the category-defining Customer-Led Growth platform and has since acquired EverAfter AI to build the Engagement OS for CLG. See the latest on the Base platform and customer stories.
Crowdvocate Raises $15M in Funding and Announces Rebrand to Support its Strategic Vision of Creating the Customer-Led Growth (CLG) Category in B2B
Now known as Base, the company is building the industry's first CLG ecosystem for customer-led marketers, sales, and product professionals to grow in.
San Francisco — June 16, 2022 — Crowdvocate, pioneer of B2B customer marketing, announced today that it has raised $15M from Wing VC and Vertex Ventures Israel, and will now be called Base. The rebrand reflects the company's Customer-Led Growth vision, where engaging with customers for revenue influence — effectively and at scale — becomes the new foundation upon which B2B companies build their futures.
Founded in 2018 by co-founders Gal Biran (CEO) and Gal Briner (CTO), Base is inspired by the data-driven understanding that existing customers are the number one revenue stream for SaaS companies, and by the untapped potential of automation in scaling customer marketing programs targeting those customers.
"In just 3 years, Base has landed some of the industry's biggest brands, including HubSpot, Gainsight, Twilio, Gong, NICE, and SimilarWeb, and helped them transform their marketing organizations into full-blown growth engines with unprecedented impact on customer Lifetime Value, Net Dollar Retention, and acquisition," says Jake Flomenberg, Partner at Wing VC.
Gal Biran, CEO, comments from the first industry conference dedicated to CLG — Obsession Summit, powered by Base: "When rooted deeply within a company's culture and systems, Customer-Led Growth holds the power to change the way B2B leaders define and achieve growth. We 5x'd our ARR in just 12 months, and this round will support our plans to triple our customer base over the next 18 months. A feat we know that only a Customer-Led Growth approach can help us accomplish."
The move from Crowdvocate to Base signaled more than a name change. It marked the emergence of Customer-Led Growth as a distinct category — a discipline with its own playbook, metrics, and tooling. For context on how CLG differs from product-led and sales-led approaches, see our pillar guide on what Customer-Led Growth is.
Today, Base's CLG ecosystem spans three pillars: an end-to-end Customer Marketing platform, the CLG Campus academy, and a global professional community anchored by the Obsession Summit.
Base is leading the evolution of B2B marketing by building a Customer-Led Growth (CLG) ecosystem for customer marketing professionals to grow in, including an end-to-end Customer Marketing platform, the first CLG academy, and a global professional community. With integrations, automations, insights, and education, Base helps you refocus your efforts on your company's most valuable assets — its relationships with its customers. Armed with the tools and knowledge to achieve a well-engaged customer base, at scale, some of the world's best marketing teams use Base to go from impacting Demand to impacting Growth, including HubSpot, Gainsight, Twilio, Gong, NICE, NetApp, Calendly, Similarweb, Trustpilot, Radware, and Zscaler. See the full list of Base customers.
The official press release is available on PRNewswire.
The customer programs your team is still running by hand — and what they look like when AI is doing the lifting across onboarding, referrals, and advocacy.
CS holds the signal. Marketing holds the channels. A shared customer experience hub turns onboarding, QBRs, and renewal into one operating model that drives NRR.
We read 520 nominations for the TOP 100 CLG '26. Five patterns kept appearing across the dataset, and they are not the ones the industry was talking about a year ago.
See how Base helps you build advocacy programs that drive growth.
Book a demo