Advocacy, Social Proof & Engagement
Building loyal brand advocates through authentic connection. Scaled customer advocacy, evidence, and social proof programs to amplify customer success and credibility across every channel.
Featured advocacy projects
AMPLIFYING ADVOCACY STRATEGY
Elevating champion engagement through scalable incentives.
I partnered closely with cross-functional teams to uplevel the ConnectWise Champions Program by integrating it more deeply into our events and social strategy. Reframing the strategic value, prioritizing its visibility across the company, and aligning it to our broader brand and growth goals. Through operational clarity and renewed focus on recruiting and engagement, we doubled program membership year over year and drove a 258% increase in completed advocacy actions. The challenge-based incentive model we employed provided advocates with meaningful opportunities to engage with our brand—whether through product reviews, social participation, or keynote involvement—while contributing to our flagship events and campaigns.
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![A man with a shaved head and light skin, wearing a black jacket with orange underneath, is speaking and looking slightly off-camera. There are subtitles at the bottom that say, "NEXT GEN RMM TOOL."]()
Champion testimonials featured on social.
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![Dashboard displaying various educational and professional challenges, badges, and achievements sections on the right side.]()
ConnectWise Champions challenge interface.
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![Two men seated and engaging in conversation in a hotel lobby or conference area. One is an older man with white hair, seen from behind, wearing a gray blazer. The other is a younger man with short curly hair, holding a white coffee cup, wearing a yellow shirt and black jacket with a conference badge around his neck.]()
Champions enjoying free pass to flagship conference.
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![LinkedIn post by Dean Trempelas discussing a new ConnectWise Champions program, with tips on advocacy and rewards for IT pros, and a URL link at the bottom.]()
Champions advocating and recruiting for the program.
SOCIAL PROOF ENGINE
Building a scalable system for testimonials and evidence.
To address a key buying behavior identified in our brand study — word of mouth and peer proof — I led the creation of our evidence engine. This included developing a repeatable process with product and customer marketing to collect, refine, and scale testimonial assets across teams. The result was a centralized repository with hundreds of evidence assets per core product, mapped by persona, market, and region. From a single customer story, we now routinely generate social-ready video clips, long-form case studies, blog extensions, and pull quotes for web and sales enablement. This work fundamentally changed how ConnectWise leverages customer proof, amplifying the voices of our users across every stage of the funnel.
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![ConnectWise Asia logo and description of Mangano IT's automation solutions]()
Templated case study webpages.
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![Quote from Brandon Lippie, ConnectWise: "ConnectWise RMM isn't just a tool for the NOC anymore, it's becoming a strategic asset that helps every team stay informed, aligned, and focused on delivering value."]()
Evidence quotes featured weekly on social.
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![Screenshot of a webpage titled 'Partner Success Stories' showcasing various case studies of technology companies, including Marco Technologies, ITed, Massive IT, Present, Mangano IT, Allegiatechnology, Ratcliff, and a cyber security firm, with filters for products, industries, personas, and locations.]()
Customer evidence repository.
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![Webpage featuring a quote from Paul Mangano, Managing Director at Mangano IT, about 'ConnectWise Asi' enabling zero-touch automation. Includes a green button labeled 'Read Success Stories' and a section titled 'Simplify your tech stack with unified applications on one platform,' highlighting services like RMM, PSA, CPQ, Remote access, MDR, SIEM, Cloud Backup, BCDR, and Integrations with links to explore each.]()
Social proof used throughout website.
