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Learn key terms across customer marketing, advocacy, and expansion powered by AI.
Account Expansion is the process of increasing revenue from existing customers through upsell, cross-sell, or add-on solutions. It focuses on growing account value after the initial sale by identifying new needs and opportunities.
In practice, Base.ai uses AI-driven insights to predict expansion potential, helping teams target the right accounts with personalized campaigns that drive growth efficiently.
Advocacy Marketing is a customer marketing strategy that turns satisfied customers into active brand promoters. It leverages testimonials, case studies, references, and reviews to influence new buyers.
Base.ai automates advocacy programs by identifying ideal advocates, managing requests, and tracking impact — transforming customer enthusiasm into measurable business results.
An AI Agent for Customer Marketing is an autonomous system that performs marketing or customer success tasks using artificial intelligence.
In Base.ai, AI Agents execute workflows like customer segmentation, upsell prediction, and sentiment monitoring — working alongside human teams to improve efficiency and personalize engagement at scale.
An AI Customer Marketing Platform is a software system that uses artificial intelligence to unify, analyze, and activate post-sale customer data.
Base.ai is an example of such a platform — combining data, automation, and AI to power upsell, retention, advocacy, and community engagement within a single ecosystem.
AI Customer Lifecycle Marketing applies artificial intelligence to manage and optimize every stage of the customer journey after purchase — from onboarding to renewal and expansion.
Base.ai uses AI to detect key lifecycle moments, trigger personalized communications, and measure retention health. It ensures customers receive the right message at the right time, improving satisfaction and loyalty.
An Automation Workflow is a defined sequence of actions triggered automatically by data or behavior changes.
In Base.ai, workflows handle tasks like renewing advocates, triggering upsell campaigns, or updating customer health scores — allowing marketing and success teams to scale engagement without manual effort.
B2B Referral Marketing encourages existing business customers to refer new clients through incentives or rewards. It’s built on trust between professionals and companies.
Base.ai enables teams to automate referral tracking, outreach, and reward management — making word-of-mouth measurable and scalable in enterprise environments.
Buyer Advocacy is when existing customers share authentic experiences to influence potential buyers. It’s a key pillar of customer-led growth.
Base.ai simplifies buyer advocacy by identifying high-impact advocates, collecting testimonials, and publishing proof across multiple channels, including G2 and social media.
A Community Management Platform helps organizations build, engage, and grow online customer communities. It fosters connection, collaboration, and brand loyalty.
Base.ai integrates community insights with its broader customer data ecosystem, enabling teams to identify engagement trends, reward contributions, and connect advocates to business goals.
Customer Advocacy Software helps companies identify, engage, and reward customers who actively promote their brand.
Base.ai provides a unified environment to manage references, case studies, and advocacy campaigns with built-in analytics that measure advocacy’s impact on pipeline and revenue.
Customer Lifecycle Automation uses AI and triggers to deliver personalized experiences across the post-sale journey.
In Base.ai, automations respond to customer milestones — such as onboarding, product adoption, or contract renewal — to increase retention and drive expansion efficiently.
Customer Intelligence is the collection and analysis of behavioral, transactional, and engagement data to understand customers deeply.
Base.ai transforms scattered data into actionable intelligence that supports personalized campaigns, upsell identification, and advocacy activation.
Cross-Sell is the practice of recommending related or complementary products to existing customers. It focuses on delivering additional value while increasing account revenue.
Base.ai detects behavioral and product usage signals that suggest cross-sell opportunities, enabling teams to automate outreach and deliver timely, relevant offers.
Customer 360 is the unified, living view of every interaction, insight, and metric connected to your customers. It replaces fragmented data silos with one intelligent layer of truth.
Why it matters:
Within Base, it fuels personalization, prediction, and performance — ensuring every decision is made with complete context.
Customer-Led Growth is a business strategy where existing customers drive expansion through advocacy, retention, and referrals. Base.ai powers CLG by connecting customer data, automating advocacy programs, and surfacing insights that identify growth opportunities. It transforms customers into an active channel for sustainable revenue growth.
A Customer Reference Platform manages the process of sourcing, organizing, and activating customer references for sales and marketing.
Base.ai streamlines reference requests, tracks usage, and automates matching advocates to prospects — saving time and ensuring every story is used strategically.
Customer Retention Marketing focuses on keeping existing customers engaged and renewing over time. It uses proactive communication, data analysis, and loyalty programs to maintain strong relationships.
Base.ai’s AI-powered retention tools predict churn risk, trigger personalized campaigns, and surface engagement insights to improve customer lifetime value.
Data-Driven Marketing is the practice of making marketing decisions based on analytics, not intuition.
Base.ai connects customer, product, and engagement data into one source of truth — enabling automated actions and measurable outcomes across the entire post-sale lifecycle.
Engagement Automation uses AI to maintain consistent, context-aware communication with customers at scale.
In Base.ai, engagement automation adjusts campaigns based on behavior, sentiment, and milestones — ensuring every message is timely and relevant.
Expansion Marketing focuses on growing revenue within the existing customer base through upsell, cross-sell, and add-on campaigns.
Base.ai uses predictive intelligence to identify accounts most likely to expand, automating the process of nurturing them with targeted messaging.
Feedback Intelligence is the use of AI to analyze customer feedback from multiple channels — including surveys, reviews, and social posts.
Base.ai processes this unstructured data to detect sentiment, product opportunities, and emerging risks, giving teams early insight into customer experience trends.
Frictionless Advocacy describes the seamless activation of customer advocates without adding manual steps for marketing teams or customers.
Base.ai automates advocate identification, content collection, and impact tracking, allowing brands to scale advocacy programs effortlessly.
GTM Orchestration is the alignment of marketing, customer success, and sales teams around shared customer data and coordinated actions.
Base.ai supports GTM orchestration by connecting customer insights, advocacy programs, and retention workflows in one platform. This ensures every post-sale activity — from onboarding to renewal — works together toward measurable growth.
A Growth Loop is a self-reinforcing system where one customer action generates data or advocacy that fuels the next stage of growth.
Base.ai helps teams design growth loops by linking customer success, community engagement, and social proof into a continuous cycle of retention and acquisition. This creates compounding momentum over time.
Health Scoring evaluates customer accounts based on engagement, usage, satisfaction, and sentiment data.
Base.ai calculates dynamic health scores to identify which accounts are thriving, at risk, or ready for expansion. These insights drive proactive campaigns and stronger retention strategies.
Human-in-the-Loop AI is an AI system design that combines automation with human judgment.
In Base.ai, AI agents manage data and workflows automatically, while marketers and CSMs review, approve, or personalize key moments like advocacy selection or upsell recommendations. This keeps AI reliable and brand-aligned.
B2B Influencer Marketing leverages trusted industry voices — such as analysts, practitioners, or existing customers — to amplify brand reach and credibility.
Base.ai enables companies to identify and activate influencers within their own customer base, turning satisfied users and advocates into authentic brand storytellers who influence new buyers.
An Intent Signal is any measurable action that suggests a customer or account is interested in a product, feature, or service.
Base.ai detects and aggregates intent signals from sources such as product usage, G2 activity, or community engagement to predict upsell or advocacy opportunities and trigger automated workflows.
Journey Automation uses AI to deliver personalized messages and actions throughout the customer lifecycle — from onboarding to advocacy.
In Base.ai, journey automation connects behavior tracking, segmentation, and campaign execution, ensuring each customer receives timely, relevant engagement at every stage.
Key Account Marketing focuses on building long-term relationships with high-value customer accounts through personalized communication and strategic engagement.
Base.ai equips marketing teams with insights and automation tools to nurture key accounts, identify expansion opportunities, and coordinate advocacy efforts with precision.
A Knowledge Hub is a centralized space where customer marketing teams store, access, and share program data, content, and insights.
Base.ai’s platform serves as a knowledge hub for customer intelligence — connecting references, success stories, and campaign results so teams can collaborate and learn continuously.
The Lead-to-Advocate Journey tracks how a customer progresses from initial purchase to becoming a brand champion.
Base.ai visualizes and automates this journey, helping teams identify the milestones that turn users into advocates. This approach transforms customer success into a repeatable growth process.
A B2B Loyalty Program rewards existing customers for continued engagement, referrals, and advocacy.
Base.ai allows companies to design AI-driven loyalty systems that recognize participation in activities like reviews, references, and event contributions. These programs strengthen retention and build community trust.
Customer Lifetime Value (LTV) measures the total revenue a customer generates during their relationship with a company.
Base.ai connects behavioral and financial data to calculate LTV and identify the factors that increase it — such as advocacy participation or expansion success. Understanding LTV helps teams focus resources on high-value customers.
Machine Learning in Marketing refers to the use of algorithms that learn from data to predict customer behavior and optimize engagement.
Base.ai applies machine learning to analyze customer interactions, detect churn or expansion signals, and personalize outreach. This helps teams move from reactive campaigns to proactive, data-driven growth.
Marketing Automation for Customer Retention uses triggered campaigns and workflows to keep customers engaged post-sale.
In Base.ai, automation ensures timely touchpoints based on lifecycle milestones, sentiment shifts, or product usage, helping prevent churn and strengthen long-term relationships.
A Marketing Co-Pilot is an AI assistant that supports marketers in creating, analyzing, and optimizing campaigns.
Base.ai’s Co-Pilot interprets natural-language prompts to generate insights, build automations, or recommend next-best actions, making customer marketing faster and more intuitive.
Micro-Advocacy refers to small but impactful customer actions — such as sharing a post, writing a review, or endorsing a feature.
Base.ai tracks and rewards micro-advocacy automatically, turning everyday engagement into measurable influence that supports awareness and trust-building.
A Nurture Campaign is an automated series of personalized communications that guide customers toward deeper engagement and product adoption.
Base.ai enables teams to build nurture flows triggered by behavior, lifecycle stage, or AI-detected opportunity, ensuring customers stay connected and informed throughout their journey.
Predictive Retention uses AI models to forecast which customers are most likely to renew, expand, or churn.
Base.ai’s predictive retention capabilities alert teams early when customer health declines and recommend automated recovery or re-engagement workflows, improving overall retention rates.
A B2B Referral Program incentivizes existing customers or partners to refer new business.
Base.ai automates referral tracking, reward management, and advocate recognition, turning trusted relationships into a measurable channel for customer acquisition and growth.
Relationship Marketing focuses on building long-term connections with customers through consistent, meaningful engagement.
Base.ai strengthens relationship marketing by consolidating all customer touchpoints into one AI-driven system that enables teams to maintain proactive, personalized communication over time.
Renewal Marketing involves campaigns and actions that encourage customers to continue their contracts or subscriptions.
Base.ai automates renewal reminders, identifies at-risk accounts, and recommends tailored incentives based on customer data — making retention both predictable and scalable.
Retention Automation uses data and AI to automatically identify churn risks and launch corrective actions.
Base.ai continuously monitors engagement and sentiment, triggering workflows to re-engage inactive users, escalate issues, or deliver personalized retention campaigns.
Review Management is the process of collecting, monitoring, and amplifying customer feedback on public platforms like G2.
Base.ai integrates with reviews sites to automatically request, track, and showcase authentic reviews, helping brands strengthen credibility and social proof.
Revenue Expansion is the growth of revenue from existing customers through renewals, upgrades, and add-on purchases.
Base.ai’s AI-driven insights and automations help teams identify expansion-ready accounts, align sales and marketing outreach, and measure the ROI of customer marketing initiatives.
Reward Automation is the use of workflows to automatically issue incentives for advocacy, referrals, or participation.
In Base.ai, reward automation simplifies program management by linking customer activity to recognition — such as gift cards, points, or exclusive access — encouraging ongoing engagement.
Segmentation is the process of dividing customers into groups based on shared characteristics such as behavior, lifecycle stage, or engagement level.
Base.ai enables dynamic segmentation that updates automatically as customer data changes, allowing teams to target campaigns and programs with greater accuracy and relevance.
Sentiment Analysis interprets customer emotions from written or spoken feedback to understand satisfaction and intent.
Base.ai uses sentiment signals from surveys, calls, and reviews to highlight risks, spot advocates, and personalize communications that reflect each customer’s experience.
Signal Intelligence involves collecting and interpreting customer behavior data — such as engagement trends or product usage — to identify opportunities or risks.
Base.ai continuously monitors signals across systems to detect when a customer is ready for an upsell, renewal, or advocacy action, enabling teams to act faster and smarter.
Social Proof refers to evidence from existing customers — such as testimonials, reviews, or success stories — that influences potential buyers.
Base.ai automates the capture, organization, and distribution of social proof across campaigns, empowering brands to build trust and credibility through authentic customer voices.
Success Automation uses workflows to proactively support customers and ensure they reach key milestones after onboarding.
Base.ai automates success playbooks such as renewal reminders, health score updates, and advocacy invitations, giving teams the ability to scale personalized success management across hundreds of accounts.
Survey Automation simplifies collecting and analyzing customer feedback by sending surveys at the right lifecycle moments.
Base.ai automatically delivers surveys after major events — like onboarding or feature adoption — and routes insights into retention or advocacy workflows to drive continuous improvement.
Testimonial Management is the process of gathering, approving, and publishing customer success stories that demonstrate value.
Base.ai streamlines testimonial requests, tracks usage across marketing assets, and measures performance so teams can turn customer voices into high-impact marketing content.
Upsell is the practice of encouraging customers to upgrade or purchase more advanced versions of a product or service.
Base.ai identifies upsell-ready accounts through engagement trends, usage data, and sentiment analysis, then triggers automated campaigns to deliver personalized offers that increase revenue per customer.
User Engagement measures how actively customers interact with a product, community, or marketing programs.
Base.ai tracks engagement metrics in real time and connects them to retention, advocacy, and expansion workflows — helping teams understand and act on the moments that matter most.
Voice of the Customer refers to the collection and analysis of customer opinions, preferences, and experiences.
Base.ai captures VoC data from reviews, surveys, and interactions, translating it into actionable insights that guide product, marketing, and customer success strategies.
Workflow Automation connects data, triggers, and actions to execute marketing and customer programs automatically.
Base.ai allows teams to design and manage workflows that activate campaigns, update records, and send notifications in response to real-time customer events, eliminating manual work.
Zero-Party Data is information that customers willingly share with a company, such as preferences or goals.
Base.ai collects and stores zero-party data securely to personalize campaigns, advocacy requests, and content experiences while maintaining customer trust and privacy.
Zero-Touch Automation is a fully autonomous process that operates without manual intervention once configured.
In Base.ai, zero-touch automations run behind the scenes to detect customer activity, trigger outreach, and update data — allowing teams to scale customer marketing programs effortlessly.