2025年客户营销技术生态报告

deeto Category Deeto is a venture-backed startup ($15M raised to date)positioned as a customer insights and reference managementplatform designed to help businesses activate customers andusers at scale. The platform combines Al, automation, and CRMintegrations to streamline how teams source, manage, andleverage customer stories across the buyer journey. Its productstrategy spans reference management, content creation, andadvocate activationan approach that appeals to companieslooking to consolidate tools. Customer Content CreationCustomerReference DatabaseAdvocate Activation Vendor self-reported stats Customer examples: Go16SenseAdaSales AssemblyParentSquare FunctionalityValueProposition Deeto's platform is structured around three core areas: acentralized workspace for collecting and analyzing customerinsights, a reference management system that integrates withCRM data to automate prospect matching, and tools forlaunching referral campaigns with built-in workflows. Theproduct has evolved from its original focus on referencematching to include surveys, social content templates, and Al-generated microsites tailored to buyers, Users praise the intuitiveautomation and easy onboarding experience, though somereport that functionality in certain areas stilfeels limited. Customer countEmployee count:(ranges):100-50025 User survey results:16 respondents ROI (User survey)Time to ROI (Survey)Moderate~6 months UserFeedback &Market Position Deeto users report a moderate ROl and gave fairly high scoresfor the customer success experience, product ease of use, andtechnical support, Its emphasis on Al-powered insights helpsteams tie advocacy programs to revenue outcomes, While usersrecognize its strengths in reference management, some note thatits engagement features aren't yet as comprehensive as those inbroader customer marketing platforms, Calls for deeperintegration with existing marketing and sales systems are alsocommon. ★★★★★★★★★9.1 Integration &Adoption The platform integrates with tools like Salesforce to supportautomation and reduce manual effort. while Deeto serves a mixof mid-market and enterprise customers, some largerorganizations note it's still developing the depth needed for morecomplex use cases. Its all-in-one model offers strong appeal toteams looking to simplify their stack, but continued focus onscalability and reliability will be key to long-term success. The state of buyingcustomer marketing andadvocacy tech The customer marketing and advocacy tech landscape in 2025 is at an inflection point. (sunsetting), the question became pressing: to replace; or not to replaceand, even more pressing, with what? Influitive was one of the only all-encompassing tools on the market, covering advocacy mobilization, referrals,testimonials, product feedback, and reviews while gamifying the experience with incentives and recognition. The elephant in the room now has to be addressedthere isn't an all-in-one replacement. Leaving customermarketers and advocacy professionals wondering: what do we prioritize? The once-bloated tech stacks of customer marketing teams are now under scrutiny, with practitioners pushingfor leaner, more efficient solutions that deliver clear ROl. The era of "just add another tool" is over-replacedby a demand for better integrations, streamlined platforms, and proof of impact. Interviews with top customer marketing leaders-including professionals from Databricks, Freshworks,AlphaSense, Gong, and more-reveal a consistent theme: simplification and consolidation. The days ofmaintaining a fragmented collection of advocacy, reference management, and content tools are giving way tomore strategic vendor selection, prioritizing efficiency over sheer functionality. "It's not about every single product anymore; we've narrowed it downtothree or four keyareas-customercontent,references,andadvocacy. AlyMcGueSenior CustomerMarketingManager@Databricks This shift isn't just anecdotal—it's backed by data. In our survey of over 2oo CMA professionals, one of thepractitioners still favor best-in-class point solutions, the majority are looking for platforms thatintegrateseamlessly into their existing ecosystems rather than standalone solutions that create more silos. At the heart of this change is a renewed focus on ROl and attribution. Marketing leaders are under increasingpressure to prove the revenue impact of advocacy and reference programs. It's no longer enough to track thenumber of case studies or reference callsstakeholders demand to see how these activities influence pipeline,expansion, and retention. WeneedAl-drnmetrics.Iwantatoolthatcanshowmeexactlyhowadvocacyeffortstranslateintosalesoutcomes. Survey respondent Another key factor driving purchasing decisions in 2025 is Al and automation. Customer marketers want toolsthat don't just create content but actively reduce manual effortwhether through automated referencematching, intelligent content recommendations, or predictive analy