Revitalizing Customer Advocacy with Alteryx and Base


Alteryx is a leading data analytics company that specializes in simplifying and streamlining the process of preparing, blending, and analyzing data. Founded in 1997, Alteryx provides a powerful, user-friendly platform that empowers data analysts and business users to derive actionable insights from complex data sets. The company's tools are designed to improve data-driven decision-making through advanced analytics, data visualization, and predictive modeling, fostering a culture of self-service analytics within organizations.
Irvine, CA
Advocacy Portal, References, CRM

Larger deal size than average when using an advocate on reference calls


Ask Completion Rate


Avg. Asks/ Member


Luis Gonzalez, the Manager of Global Customer Advocacy at Alteryx, leads a dynamic customer advocacy program aimed at fostering engagement and loyalty among Alteryx's global customer base. Facing the challenge of reviving stagnant onboarding stories and nurturing a vast network of advocates, Luis sought a comprehensive solution to automate reference management, streamline advocacy efforts, and provide engaging nurture campaigns. Leveraging Base, Alteryx's innovative customer marketing platform, Luis transformed the customer advocacy landscape, driving increased engagement and impactful outcomes. 

Business Challenge and Solution

Alteryx faced two significant challenges in its customer advocacy initiatives:

  • Stagnant Onboarding Stories: The HR and onboarding team at Alteryx sought to rejuvenate their onboarding process by revitalizing outdated stories shared with new associates.

  • Manual Advocacy Management: The existing process relied heavily on manual efforts, including Excel spreadsheets and emails, to manage customer references and advocacy initiatives, hindering scalability and effectiveness.

Luis recognized the potential of Base as a transformative solution for Alteryx's customer advocacy efforts. By leveraging Base's comprehensive functionality, Alteryx achieved the following:

  • Automated Reference Management: Base enabled Alteryx to automate reference management processes, empowering the team to efficiently identify and engage advocates at scale with just one click.

  • Centralized Advocacy Platform: Base provided a centralized platform for managing advocacy activities, allowing Alteryx to nurture advocates across various regions and time zones seamlessly.

  • Engaging Nurture Campaigns: With Base's intuitive interface, Alteryx created engaging nurture campaigns tailored to the preferences of its advocates, driving increased engagement and participation.

  • Data-Driven Insights: Base's robust analytics capabilities allowed Alteryx to gain valuable insights into customer behavior, preferences, and the impact of advocacy initiatives on business outcomes.


Implementing Base yielded significant results for Alteryx's customer advocacy program:

  • Increased Engagement: Alteryx witnessed a notable increase in advocate engagement following the implementation of Base, with advocates actively participating in nurture campaigns and advocacy activities. Alteryx currently has an impressive 25% completion rate on Asks. 
  • Streamlined Processes: Base streamlined reference management and advocacy processes, reducing manual efforts and improving operational efficiency. 
  • Enhanced Onboarding Experience: By leveraging Base's capabilities, Alteryx successfully revitalized its onboarding process, delivering impactful stories and experiences to new associates.
  • Business Impact: Alteryx achieved its overarching goal of aligning advocacy efforts with business objectives, driving product adoption, upsell/cross-sell opportunities, and brand advocacy. They were even able to find that their deal size when it comes to having an advocate on reference calls was close to 500% higher than the companies average deal size. 

"From a customer marketing perspective, Base is the first of its kind in helping customer marketing & advocacy practitioners bundle reference management, advocacy management, & marketing as well as customer marketing."

Luis Gonzalez

Manager of Global Customer Advocacy

Through its partnership with Base, Alteryx successfully transformed its customer advocacy program, driving increased engagement, operational efficiency, and business impact. By leveraging Base's innovative features and capabilities, Alteryx has positioned itself as a leader in customer advocacy, delivering unparalleled experiences to its global customer base.