Unveiling the TOP100 Influencers in Customer Marketing And Advocacy

The TOP100 Influencers in Customer Marketing and Advocacy celebrates the practitioners, strategists, and thought leaders who are defining Customer-Led Growth. See the full list of finalists and learn what makes their work the benchmark for the category.

Celebrating customer-centric triumphs

In its third annual iteration, the TOP100 honors the trailblazers and visionaries shaping the landscape of Customer Marketing and Advocacy (CMA). See the 2024 finalists on the TOP100 CMA 2024 Finalists page, or browse the archive of 2023 finalists and 2025 finalists.

"Over the past decade, our journey in customer marketing has been a testament to resilience, innovation, and the unwavering commitment to customer-led growth. It's time to celebrate the trailblazers and visionaries who have propelled our industry forward. Each success story, whether in enhanced customer experiences, advocacy, revenue generation, retention, or beyond, is a triumph for our community." — Kalina Bryant, Chief Evangelist, Base

The essence of Customer-Led Growth

In the ever-evolving business landscape, a transformative force has emerged — Customer-Led Growth (CLG). This strategic framework transcends traditional paradigms, placing the customer at the heart of every decision.

The financial case is no longer theoretical. McKinsey's analysis of 100+ B2B SaaS companies found that companies with sophisticated value-realization and adoption journeys produce NRR about 7 percentage points higher than peers with basic practices, and 62% of B2B companies now prioritize upsell and cross-sell as a core growth strategy. Best-in-class B2B SaaS firms generate more than 50% of new ARR from expansion. CLG is the discipline that turns those statistics into revenue.

The impact of Customer Advocacy and Marketing pioneers

In modern business strategy, Customer-Led Growth is not a mere buzzword; it's a seismic evolution. Emphasizing key metrics — Acquisition, Retention, and Expansion — it puts the customer at the core. Marketing Pioneers are now more critical than ever.

They drive the programs that turn satisfied customers into active advocates, references, and reviewers — and that work is the quiet engine behind modern B2B buyer trust. According to TrustRadius (2024), 56% of B2B buyers consult existing users before purchasing — 71% for enterprise deals, and G2 reports that 85% of software buyers trust online reviews as much as a personal recommendation (Gartner SMB Software Buying Behaviors Survey).

What makes a TOP100 honoree

The TOP100 recognizes practitioners who:

• Push boundaries with innovative programs across advocacy, references, reviews and social proof, and community
• Drive measurable results in retention, expansion, and pipeline influence
• Mentor peers and contribute to the public playbook of the CMA discipline
• Elevate customer voice into strategic business decisions

To see the disciplines and playbooks behind their work, explore our Guide to Customer Marketing, the pillar on Customer-Led Growth, and the article on the seven habits of a highly effective customer marketer.

Nominate for next year

Want to celebrate a peer — or put your own work forward? Nominations for each year's TOP100 open on the official Obsession Summit hub, and recent nomination cycles are documented in our post Celebrating Excellence: 2025 TOP100 CMA nominations.

Frequently asked questions

What are the TOP100 CMA Awards?

The TOP100 is Base's annual recognition of the 100 most influential practitioners in Customer Marketing and Advocacy — people driving measurable impact through innovation, mentorship, and Customer-Led Growth.

Who selects the honorees?

Nominations are peer- and self-submitted, then reviewed against criteria covering innovative strategy, measurable business impact, and contribution to the CMA community.

Where can I see the full list of finalists?

The 2024 finalists page, 2023 finalists page, and 2025 finalists page list every honoree. Finalists are also celebrated at the annual Obsession Summit.