Gorgias: A Customer Evidence Engine for Sales
Role: Owner of the customer marketing program (stories, references, advocacy, podcast)
Partners: Sales, CS, Product Marketing, Product, Events, Demand Gen
Timeline: 2024 – present
Results:
30+ customer stories in 12 months
20+ proof assets on average each quarter: stories, podcast episodes, launch testimonials, enterprise G2 reviews, and video shorts
A self-serve reference program that runs 6+ calls a quarter and contributes to a 100% closed-won rate for deals with reference calls
The problem
Customer proof at Gorgias was ad hoc. Reference requests came in as Slack DMs, advocate data sat in a stale Airtable, and Sales told us the content database was hard to use and often outdated. This meant sellers couldn’t find proof quickly, they surfaced churned brands as proof, and top customer advocates were consistently being burnt out.
What I built
Reference program: a Slack intake shortcut, Notion form, tracker, and gifting process, so AEs and CSMs can request references without chasing anyone.
Customer Marketing Hub: one source of truth for stories, references, and ambassador status. I ran discovery with Sales and enablement leaders, restructured the content database around how reps actually search, and connected it to Gorgias's internal AI knowledge assistant so proof surfaces in seller workflows.
Story pipeline: a steady flow of enterprise stories (Dr. Bronner's, Delta Galil, Glamnetic), plus a redesigned, filterable customer stories hub.
Launch proof: customer quotes and speakers for P1 product launches, surfaced on high-traffic areas like landing pages, one-pagers, launch webinars, emails, and in-app notifications.
Peer reviews: enterprise reviews on G2 and the Shopify App Store from brands like TUSHY and Jaxxon.
AI workflows: tools that generate story outlines and content briefs from call transcripts, and an automation that keeps the marketing calendar updated without manual entry.
Advocate protection: tracking every ask, participation preference, and recent contribution per customer, so no advocate is over-asked.
What Sales has to say
“Her quick turnaround on a referral played a key role in helping us move a $20K ARR deal across the line.”
