CustomerX Con 2022

THE Conference for Customer Marketing & Advocacy Pros who drive Customer-Led Growth.

Making Heroes Everyday

September 20 – 21, 2022
Artists for Humanity EpiCenter
Boston, MA

COVID UPDATE: CustomerX Con 2022 will follow the safety guidelines and requirements in effect by the City of Boston .

CustomerX Con is THE conference and networking event for Customer Marketers who drive Customer-Led Growth.

It is the ONLY conference designed by CustomerX Pros, for CustomerX pros in:

> Customer Marketing

> Customer Experience

> Customer Advocacy

> Customer References

> Customer Engagement

> Customer Relationships

Meet the team of CustomerX pros who are determining the topics, designing the formats, and delivering the sessions:

CustomerX Con is supported by these great companies




Point of Reference
Testimonial Hero


The CustomerX Steering Committee has formulated an amazing agenda that includes main-stage presentations, break-out workshops, small group therapy discussions, and plenty of 1-on-1 networking opportunities.

Still need to convince your boss to let you attend, click here.

Monday, September 19, 2022

9:00 a.m. - 5:30 p.m.

City Winery
80 Beverly St, Boston

Session Leaders:
Deena Zenyk
Liz Richardson

This $350 workshop can be added to your CustomerX Con ticket purchase.

Optional Pre-Conference Education/Certification Day with Captivate Collective

Customer Advocacy In Practice Workshop and Certification Module 1

The Customer Advocacy In Practice Workshop and Certification series by Captivate Collective provides practitioners of all experience levels with actionable ideas, real-world examples and expert insights to take your program or portfolio to the next level. The CAP Cert Module 1: Business Impact module focuses on best practices to up-level your approach in three key areas of advocacy maturity: Advocacy Outcomes, Advocate Program or Portfolio Brand, and Internal Alignment.

As you’ve come to expect from the Captivate team, this day of learning will be any but ordinary. Hosted in a stunning event space surrounded by oak wine barrels at City Winery in Boston, this intimate educational experience will be wine themed and feature suggested “learning pairings” for building your CustomerX Con conference agenda. And, to make the day just that little bit extra, you’re invited to stay a while longer, unwind with some new friends, and take part in a sommelier-led wine tasting.

Tuesday, September 20, 2022

8:00 a.m. - 8:30 a.m.

Breakfast & Registration

8:30 a.m. - 9:00 a.m.

Session Leaders:
Jeff Ernst
Dana Alvarenga

Opening Session: What is Customer-Led Growth? And how to make it YOUR Superpower.

Do you want to become a Customer-Led Growth (CLG) Superhero? Then you’ve come to the right conference. We will start with our famous, energizing Family Feud networking game. We’ll share surprising insights from The State of The Customer Marketing & Advocacy Profession 2022 research, and what they mean for you and the Superpowers you need to become a Customer-Led Growth Superhero. And as always, we’ll share more examples of how Customer Marketing pros just like you are driving Customer-Led Growth Initiatives across their organization.

9:00a.m. - 9:30 a.m.

Session Leaders:


Coming Soon

9:30 a.m. - 10:15 a.m.

Alison Bukowski

Jeff Gabel
Kevin Lau
Sara Huntley
Mariam Payne

Become an Advocacy Master Chef: Secret Ingredients for Success

All good cooks start with recipes; after all, a recipe is the blueprint for ensuring your efforts in the kitchen are successful. But then, there are chefs that create masterpieces–meals featured in Bon Appetit–food that requires reservations because it’s just that good. So what sets them apart? Secret ingredients and techniques, of course! The masters of their craft have tricks up their sleeve that bring their efforts to another level–and just as chefs do with food, you can with customer advocacy! Join this panel of “master chefs” and hear about what they deem their secret ingredients to success.

10:30 a.m. - 11:30 a.m.

All Sponsors Participating
Brought to you by Captivate Collective

Customer Advocacy Vendor Speed Dating

Looking for your customer advocacy strategy soulmate? Join us for Customer Advocacy Vendor Speed Dating presented by Captivate Collective at CustomerX Con! This fast-paced event gets you the quick-and-dirty on a variety of customer engagement contenders. Learn how each can add some sizzle to your advocacy strategy and turn up the heat on your customer relationships, no commitment required. Are you ready to get some chemistry going?

11:30 a.m. - 12:00 p.m.

Lauren Turner

Kim Plank
Mark Behar
Daniel Palay

Reimagine Your Company's Customer Program by Harnessing the Power of Customer Voice

“Having a voice at the table” is one of the key drivers of customer success—customers are more likely to deepen their relationship with your corporate brand (and all the goodies that go with it, like renewals, up-sell and cross-sell opportunities) when they feel heard, appreciated, and involved in the strategic direction of your product.  Spend some time with our panel, where you’ll learn:

  • How leading companies incorporate customer feedback into every part of the relationship
  • Why cross-functional collaboration is critical to closing the feedback loop
  • How to identify and leverage champions in your customer program
  • How curated customer stories earn executive buy-in and help to expand accounts

1:00 p.m. - 2:00 p.m.

Michael Beahm
Tim Newborn
Evan Jacobs

Cristina Seckinger
Sara Huntley
Alison Bukowski
Alyssa Vorhees

Group Therapy Breakouts

Open discussion small group breakouts of 10 on specific topics. There will be a session facilitator leading the conversation and capturing key takeaways to be shared with the collective group of attendees at the end. Pre-registration is required and space is limited per breakout.

Topics include:

  • Keeping Both Sides of the Customer Voice Fence Happy (Customer, Product Marketing, Executives, PR, etc.
  • Customer References: Creating a Multi-Dimensional Program
  • Evolution of a Peer Review Program: Case Study of Success

2:00 p.m. - 2:30 p.m.

Session Leaders:
Kaycee McAdams
Laney Alspaugh

Making Lemonade Out of a Restructure

Bouncing around from department to department?  Growing your Customer Marketing or Experience team?

You are not alone. Come listen and learn from the team at Bandwidth and how they made the most of their move from marketing to customer experience back to marketing. In this session Kaycee and Laney will talk through the steps that the team took to be successful as the CX team and how you can apply the lessons that they learned to your teams (regardless of department).

2:30 p.m. - 3:15 p.m.

Session Leaders:
Allyson Havener
Cindy Aitken
Barbara Thomas
Nick Bennett
David Coates
Rebecca Grossman
Amanda Peacock

Interactive Workshops

A structured set of facilitated session topics attendees sign up and pre-register to attend. The presenter and attendees will work together to explore a problem, ideas and its solutions.

Topics include:

  • Customer Marketing quick wins – how to kickstart your first 90 days in a new role
  • From ABA to ABM: How do you nurture relationships to make the right ask at the right time to maximize impact?
  • Building a Customer Awards Program that Drives Business Impact

3:30 p.m. - 4:15 p.m.

Alison Bukowski

Steven Woodward
Melissa Brown
Kyle Yantis
Heather Pritchett




True Confessions of Customer Marketers

“I have something to tell you…I didn’t plan on doing this right now, but it’s urgent. I’ve been keeping this secret for far too long.”

That’s right, it’s time to confess, Customer Marketers!

Join us as our panelists share their greatest successes–and failures–in Customer Marketing. Nothing is off limits for this discussion! Representing different industries, experiences, and organizations, this panel of seasoned CustomerX pros will share, take questions, and hopefully teach, inspire, or at least let you learn from our stumbles and triumphs. We must confess, it’s going to be a great session!

4:15p.m. - 5:00 p.m.

Session Leaders:
Maria Sturgeon
Kim Plank
David Coates
Dana Alvarenga




Interactive Workshops

A structured set of facilitated session topics attendees sign up and pre-register to attend. The presenter and attendees will work together to explore a problem, ideas and its solutions.

Topics include:

  • Running with the big dogs: how to attract, retain and engage your highest profile customers in your programs
  • Let’s Give Them Something to Talk About – join to learn how to maximize your advocacy strategy while creating a white glove experience for your advocates and attendees at in-person events 
  • And more coming soon!

5:00 p.m. - 5:45 p.m.




CustomerX Impact Award Ceremony

These awards recognize customer programs, and their leaders, that mobilize customers to drive your company’s most strategic growth initiatives. By shining light on the highest impact programs, this will inspire all of us to focus on impact and helps us get more of The 3 R’s of Customer Marketing: Respect, Recognition and Resources. Winners and runners up will be announced live on stage.

Click here to learn more about the awards and to nominate your program.

6:00 p.m. - 9:00 p.m.




Superpower Party

Join us for food, drink, some SlapFive Superhero cocktails, fun and networking. We have a surprise entertainer who will leave you inspired and in awe!

Wednesday, September 21, 2022

8:30 a.m. - 9:00 a.m.

Breakfast & Registration

9:00 a.m. - 10:00 a.m.

All attendees and sponsors

Peer to Peer Networking

We have a 60 minute dedicated session on the morning of Day 2 when all attendees (practitioners and sponsor staff) will be matched in the event app, Whova.  Table numbers will be set up for the networking hour and attendees will meet with match #1 at a designated table number, then after 10 minutes the bell rings and they move to meet match #2 at a designated table.  You will meet 6 new peers.

10:00a.m. - 10:30 a.m.

Session Leaders:

Gordana Stok
Ursula Liff

Session title coming soon!

Coming Soon

10:45 a.m. - 11:30 a.m.

Session Leaders:
Bonnie Smith
Jennifer Doyon
Dylan Caraker
Ciana Abdollahian

Interactive Workshops

A structured set of facilitated session topics attendees sign up and pre-register to attend. The presenter and attendees will work together to explore a problem, ideas and its solutions.

Topics include:

  • How to Prove the Value of your Customer Advocacy Program as a Team of One
  • How to increase reviews on both G2 and Capterra by 1000+% while maintaining best-in-class badges
  • Customer Advisory Boards – How to Get Started

1:00 p.m. - 1:45 p.m.

Session Leader:
Brenda Hodge

It’s All About the Customer Experience: Lessons learned from one CMO’s 20+ years building successful reference programs

A former sales executive, field marketer and now CMO of a multi-billion-dollar AI company, Brenda Hodge is a pioneer of customer advocacy, starting one of the first programs of its kind more than two decades ago. In this keynote session, Hodge will explore how to flip the script in customer marketing by asking what you can do for your customer. She’ll provide insight into her journey from early customer advocacy programs to her current role as CMO of Nuance Communications, which Microsoft recently bought in one of their largest-ever acquisitions.

 This session will provide attendees:

  • Insight into lessons learned through Hodge’s successful career in customer marketing
  • A deeper look at how to creatively solve the biggest challenges in customer advocacy
  • Tactical advice on how to set up a successful customer advocacy program

1:45 p.m. - 2:15 p.m.

Dana Alvarenga

Josh Buckley
Kiely Monteiro
Subha Shrinivasan

Get Traction with Customer Success through your Customer Program

Customer Experience and Marketing teams can have a significant impact in partnership with a Customer Success team. However, the “playbook” for aligning on strategy, getting started and measuring impact can be executed in many different ways & is rarely straightforward.

This session will share best practices in how customer experience and customer marketing can add value to your customer success teams. 

Topics include:

  • Defining opportunities for impact with customer success business models
  • Programs to get started for quick wins
  • Identifying & measuring metrics that matter

2:15 p.m. - 3:15 p.m.

Superhero and Hero Sponsors and Supporters

Group Therapy Breakouts

Open discussion small group breakouts of 10 on specific topics. There will be a session facilitator leading the conversation and capturing key takeaways to be shared with the collective group of attendees at the end. Pre-registration is required and space is limited per breakout.

3:30 p.m. - 4:00 p.m.

Allyson Havener and Jeff Ernst

CustomerX Impact Award Winners


Align your Customer Marketing Programs to Business Outcomes

Too often customer marketing is an afterthought, or not integrated into the larger marketing strategy. However, successful companies activate their customers’ voice to accelerate growth and increase customer lifetime value. Learn from experts that integrated customer marketing throughout the customer’s journey and drove business outcomes.

4:00 p.m. - 4:30 p.m.

Session Leader:
Jeff Ernst




Closing Remarks

Book Your Hotel Accommodations

CustomerX has a room block at a rate of $289/night at the Cambria Hotel Boston, which is about 200 yards from the venue. Click or call to reserve your room before September 1, 2022.
Book Online or by call

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