Turning your customer relationships into your strongest growth channel
Why customer advocacy
Customer advocacy means actively representing the customer's interests inside your own organization — their voice shaping what you decide (inward), and customers speaking on your behalf through references and stories (outward). In practice it's a loop: Listen → Acknowledge → Act → Report back → Verify. Most organizations manage the first two steps. Few close the loop, and closing it is what turns feedback into trust, and trust into revenue.
The test: if the customer were sitting in this meeting, would you still make the same decision? Most organizations can't honestly answer yes.
Sourced figures:
- Forrester — marketers who turn customers into advocates see measurable upsell/cross-sell lift (79%)
- Gallup B2B — only 31% of B2B accounts are fully engaged; most of the installed base is dormant potential
- HBR — CEO time spent directly with customers is marginal (~3%); structured access to customer voice is scarce, and therefore valuable
- Customer Marketing Alliance (2026) — only 28% of B2B SaaS advisory boards report structured ROI to leadership; most run on faith
Your customers are your best asset. Let's build the program that values them.
Customer Marketing Startup Missions: The Launchpad
For companies without an established Customer Marketing function. A 3- to 6-month setup mission, built around a stack-agnostic core rollout, that gives you the full picture (installed base, retention risk, upsell potential) and the operating system, so your first internal hire inherits a running function instead of building in the dark.
Customer Advocacy Programs
For companies where some Customer Marketing motion already exists but the advocacy engine itself is broken, ad hoc, or has plateaued. I design, build and revitalize customer reference programs, referral engines and customer story pipelines that turn your installed base into a working sales channel.
Voice of Customer & Advisory Boards
Design and facilitate Product and Executive Advisory Boards, and VoC methodologies that connect enterprise feedback to product and strategic decisions.
What I deliver
"Customer Marketing" spans six pillars — retention & engagement, advocacy, education & adoption, community & events, revenue expansion, cross-functional collaboration. I give every client the complete map for the full discipline.
What I deliver hands-on is narrower and deeper: advocacy, Voice of Customer, and Advisory Boards, implemented inside your existing CRM or advocacy stack rather than a parallel platform.
In past engagements, that's meant turning a near-dormant program into one contributing USD 60M+ in influenced pipeline in a single year, or growing strategic-account Advisory Board participation from 15% to 40%. That's the kind of shift this work is built to produce.
Why work with MG-Zug
- 25+ years inside global enterprise software
- Specialization in installed-base disciplines that most marketing agencies do not touch.
- No agency layer, no juniors delivering senior work.
- Based in Zug, active across Switzerland and Europe.
If one of these practices maps to what you are trying to solve, let us talk.
25+ years turning customer relationships into revenue.
Recent work has included revitalising near-dormant Customer Advocacy programs across enterprise software business units, building European Executive Advisory Boards from zero, growing regional User Conferences from 80 to 500+ attendees, and delivering attribution frameworks that documented over USD 60M in influenced pipeline in a single fiscal year.
No one organizes advisory boards like Magali. [...] I would highly recommend her for this very specialized skill set if you want to run world-class advisory boards for your organization." Travis Greene, Sr. Director of ITOM Product Marketing at OpenText
"Magali Germain [...] is an exceptional marketing professional and a true advocate for the customer. [...] Her ability to design and execute impactful customer advocacy programs consistently drives engagement, strengthens customer relationships, and delivers measurable business results." Yojana Dalvi, Lifecycle Marketing, Riva International
"[Magali's] impact [spans] across customer advisory, advocacy, and sales enablement. [...] She consistently equips sales with credible stories and strategic context, and she is a trusted partner who drives true customer-led growth." Daman Mongia, Technology Sales Leader, Opentext