Customer Advocacy platforms cultivate existing customers as advocates and reference-providers — running structured advocacy programs (case studies, references, customer quotes), customer-marketing engagement (advocate communities, exclusive programs), and reference-management workflow that turns happy customers into measurable demand-generation and sales-acceleration assets. Core capabilities include advocacy-program-as-a-service (challenges, points, rewards for advocate participation), customer-quote and testimonial capture, case study workflow, reference request management with sales tools integration, customer-NPS-tied advocacy invitations, and AI-assisted customer-evidence generation. The market spans B2B advocacy specialists (Influitive — dominant leader, UserEvidence, Champion).