Advocacy Program Design

This drill produces the complete specification for a power user advocacy program: tier structure, recognition mechanics, exclusive access perks, referral integration, and the full event schema. The output is a document an agent or engineer can implement directly.

Prerequisites

• Power user scoring active (run power-user-scoring first)
• PostHog with cohort data showing Champion, Power User, and Rising Star tiers
• Attio with scored users synced
• Product team aligned on what exclusive access or perks are feasible

Steps

1. Define the advocacy tier structure

Map program tiers to the power user score tiers. Each tier gets escalating benefits and asks:

Tier 1 — Insider (Power Users, score 60-79)

• Benefits: early feature access via PostHog feature flags, monthly product insider email, badge on profile
• Asks: opt-in to testimonial request list, accept occasional survey invitations
• Entry: automatic enrollment when score crosses 60 (with opt-out)

Tier 2 — Advocate (Champions, score 80-89)

• Benefits: all Insider perks + quarterly roadmap preview call, dedicated Slack/Discord channel, advocate badge visible to other users
• Asks: provide a written testimonial or short video review, refer 1 qualified lead per quarter, participate in case study interview
• Entry: invitation-only from Insider tier based on engagement with Insider program

Tier 3 — Ambassador (Champions, score 90+, sustained 3 months)

• Benefits: all Advocate perks + annual advisory board seat, co-marketing opportunity (guest blog, webinar, podcast), free plan upgrade or credit, direct line to product leadership
• Asks: speak at an event or webinar once per year, provide ongoing referrals, serve as reference customer for sales
• Entry: nomination by account team, requires 3-month sustained Champion score

2. Design the recognition system

Using posthog-custom-events, define events for advocacy actions:

posthog.capture('advocacy_tier_enrolled', {
  tier: 'insider',
  power_user_score: 72,
  enrollment_type: 'automatic'
});

posthog.capture('advocacy_action_completed', {
  action_type: 'testimonial_submitted',
  tier: 'advocate',
  reward_issued: 'feature_credit_50'
});

posthog.capture('advocacy_referral_submitted', {
  referrer_tier: 'advocate',
  referee_email_domain: 'company.com',
  referral_source: 'advocacy_program'
});

posthog.capture('advocacy_tier_promoted', {
  from_tier: 'insider',
  to_tier: 'advocate',
  months_in_previous_tier: 2
});

3. Build the in-product recognition layer

Using intercom-in-app-messages, create recognition touchpoints:

• Enrollment celebration: when a user qualifies for Insider, show an in-app message: "You're one of our top users. Welcome to the [Product] Insider program." Include what they get and a CTA to view their perks.
• Tier promotion: when moving from Insider to Advocate, show a celebration modal with the new benefits and a clear ask (testimonial CTA).
• Milestone recognition: when an advocate completes their first referral or testimonial, in-app thank you with a reward notification.
• Community visibility: badge or icon next to the user's name in any collaborative features. Other users should see that this person is a recognized advocate.

4. Design the advocacy communication sequences

Using loops-sequences, build automated email sequences for each tier:

Insider welcome sequence (3 emails over 2 weeks):

1. Welcome + perks summary + link to early access features
2. How the program works + first ask (quick survey about favorite feature)
3. Spotlight: "Meet other Insiders" + community channel invitation

Advocate activation sequence (4 emails over 3 weeks):

1. Congratulations on promotion + new benefits + testimonial request CTA
2. Referral program introduction with unique referral link
3. Case study invitation (short form: 3 questions about their experience)
4. Reminder of upcoming roadmap preview call with calendar link

Ambassador onboarding sequence (2 emails + 1 personal):

1. Personal congratulations from product leadership (template, but personalized with specific usage data)
2. Advisory board details + annual event calendar
3. Human action required: Account team sends a personal video or schedules a 1:1 call

5. Integrate with the referral mechanism

Link the advocacy program to the existing referral infrastructure. Each tier gets a unique referral link with tracking:

Using attio-lists, maintain a "Active Advocacy Referrers" list. Track:

• Referrals submitted per advocate per quarter
• Referral conversion rate (referred -> signed up -> activated)
• Revenue attributed to advocacy referrals

Reward structure:

• Insider: standard referral reward (if referral program exists)
• Advocate: 2x referral reward + recognition in community channel
• Ambassador: 3x referral reward + co-marketing credit

6. Document the specification

Produce a structured specification:

• Complete tier definitions (entry criteria, benefits, asks, escalation path)
• Event schema for PostHog instrumentation
• In-app message templates with copy and trigger conditions
• Email sequence outlines with send timing
• Referral reward structure per tier
• Metric targets: Insider enrollment rate, Insider-to-Advocate conversion, testimonials per quarter, referrals per advocate per quarter

Output

• Advocacy program specification document
• PostHog event schema for all advocacy actions
• 3 tier definitions with benefits, asks, and entry criteria
• In-app recognition message templates
• Email sequence designs for each tier
• Referral integration plan

Triggers

Run this drill once at play setup. Re-run when adding new tiers, changing benefits, or when advocacy metrics indicate the program structure needs redesign.