No hidden agendas.
No shoe-ins.
No limitations.
Get ready for 2025!
Our 2024 program may be over but that doesn't mean you can't start planning for next year.
Applications will open July 2025. Get on the list to be notified when that happens. And in the meantime, download our latest application overview so you can check out the categories now.
Ready to get started?
In a practice that’s still being defined and refined, the CAP Awards by Captivate is an innovative vendor agnostic awards program exclusively designed to honor and celebrate customer engagement that’s driving impact, for organizations and the customers who power them.
Emphasizing strategy and results above all else, the CAP Awards level the playing field by acknowledging the brilliance of innovative and talented customer advocacy professionals who are doing excellent work, regardless of the tools they use. Whether you use cutting-edge software or a basic spreadsheet, have a big or modest budget, work at an enterprise or a start-up, the CAP Awards exist to celebrate excellence in customer advocacy, period.
Advocacy Program Brand
A customer advocacy program recognized by its customers and beyond for its compelling brand identity and seen as a gold standard in advocacy program branding.
Advocate Engagement Campaign
This impactful advocacy campaign has successfully combined great ingenuity, memorable customer experience, and actionable engagement, all resulting in measurable results.
CS Advocacy Accelerator (NEW!)
A customer success professional who impacts the growth of customer advocacy through self-motivated efforts and internal collaboration.
Exceptional Advocacy Portfolio
An advocacy portfolio that exhibits the evolution of the customer advocacy practice and the teams that support it and demonstrates exceptional brand, portfolio, and alignment excellence.
The Advocacy Mindset
This professional has an innate ability to nurture deep relationships with their customers, while at the same time understanding how to harness those relationships to promote business growth.
Lifecycle Advocacy
This customer advocacy program encapsulates the idea that “advocacy is a practice, not a platform” and leads the way in practice evolution by integrating advocate engagement strategies into the tools and processes that support the customer journey.
Advocate of the Year
A rockstar advocate who partners with your organization and advocacy team to drive value for both your organization and themselves. They exhibit the ideal customer any vendor would be lucky to have.
Our 2024 Judges
Rich Millington
Founder | Feverbee
Richard Millington is the founder of FeverBee, a community consultancy, and author of ‘Build Your Community’. Over the past 13 years, Richard has helped 310+ organizations, including Apple, Facebook, Microsoft, Google, The World Bank, and SAP use powerful psychology to build thriving communities. Through his community management academy, he has also trained 1250 of the world’s top community pros.
Allyson Havener
CMO | TrustRadius
As a ballerina turned marketer, Allyson is the SVP of Marketing and Community at TrustRadius, a buyer intelligence platform. With a proven track record in B2B SaaS, she is an action-oriented, go-to-market leader that builds marketing teams and programs that generate revenue. Her in-depth understanding of the customer journey, combined with a data-driven approach has given her and the tech companies she has worked for a competitive advantage.
Kevin Lau
VP, Customer Engagement | Freshworks
Kevin has 13+ years of experience leading customer marketing & advocacy initiatives for amazing organizations, including Google, Marketo, Adobe, F5 and most recently at Freshworks. He is deeply passionate about creating customer engagement flywheels designed to ignite customer passion, create exceptional customer experiences, drive product adoption and retention, and ultimately create customers for life. He’s customer-obsessed and a consummate collaborator.
Lukas Alexander
VP, Customer Success | ChurnZero
Lukas is a distinguished CX leader with over a decade's experience successfully building and scaling global customer success teams. With a profound passion for customer success, CS Ops and career-coaching for CSMs, Lukas stands out in the dynamic realm of CX as a transformational, human-first leader. Based in Montreal, Canada, Lukas also holds a Bachelor's degree in PR & Communications.
Jeni Asaba
Head of Community | Jamf
By day, Jeni uses her passion for people to fuel her work overseeing Community at a technology company in Minneapolis, Minnesota. A previous CAP Awards winner, she shares her interests (travel), fears (crocodiles) and weaknesses (baked goods) with her community members as a way to forge genuine connections and trusted relationships. Jeni also co-founded Building for Bridget and is inspired when groups come together to support a cause bigger than themselves. She’s a wife of 18 years, the proud (and slightly exhausted) mom of three boys and an endless dreamer.
Jim Williams
CMO | Uptempo
Jim brings over 25 years of leadership at category-creating MarTech companies. He’s both witnessed and contributed to the creation of the massive MarTech ecosystem and explosive growth of marketing operations. He was the first marketing operations leader at Eloqua, where he helped implement and evangelize modern demand practices, then went on to pioneer customer advocacy and the power of word of mouth at marketing at Influitive. Jim hails from Boston, MA and is the father of two.
Ari Hoffman
VP, Customer Mktg & Advocacy | Amplitude
"Hoffman" is a self proclaimed, 'B2B Sports Agent,' where his primary focus is shining a growing spotlight on Customer Marketing & Advocacy champions. His mission is to illuminate their successful journeys to guide and inspire the next round of CMA super stars.
July 15 | Applications Open
August 16 | Applications Close
August 19-26 | Round 1 Judging
August 28 | Finalists Announced
August 29-Sept 6 | Round 2 Judging
Sept 16-20 | Awards Week!
2025 CAP Awards open Summer 2025! Be sure you're in the loop.
What are you waiting for?
There's no better time than the present. Get started today. And don't worry, we know you're busy. The life of a rockstar usually is. You don't have to have all your application materials together right now. You'll create a login so you can save your progress as you go and complete the application as time allows. Take as much time as you need, just don't miss the deadline (July 7th).
Frequently Asked Questions
How are the CAP Awards different?
In a world where industry awards have become about as credible as a high school popularity contest by catering to big logos, large spenders, chummy favorites or disgruntled customers, the CAP Awards are the first 100% advocacy-focused awards and are refreshingly focused on outcomes with objectivity. The CAP Awards seek to elevate practitioners who are doing excellent work in the field of customer advocacy, regardless of how big their budget is, how active they are on the speaker circuit or how much money they are spending on snazzy customer engagement technology. These awards celebrate anyone doing the most innovative work in the field of customer advocacy, without all the politics. We aim to put a spotlight on the quiet excellence being done every day in the field of advocacy.
How are winners determined?
We want to pull back any curtain on the mysteries of how award recipients are chosen. No secrets here. From the initial applicants, the Captivate Collective team will complete an initial round of judging based on three criteria: 1) outcomes achieved, 2) the quality of the materials presented and 3) a category-specific criteria. Our qualified judges will then score the top finalists (those who scored a 4 or greater in initial judging) in each category to determine category winners.
Can I apply to multiple categories?
Definitely. If you or your program qualify for multiple categories, don't hold yourself back!
You have vendors on your judging panel so how will you ensure judging remains fair?
All our judges have been chosen based on their passion and experience in the field of customer advocacy and their active contributions in the advocacy community. All judges are aligned to our mission of an authentic awards program, where winners are selected based on outcomes and innovation. Judges are coached on our program values and we encourage judges to recuse themselves from certain categories if they will not be able to remain impartial or have an extraordinary relationship with any final applicant.
Can I nominate a colleague, peer or someone on my team?
Yes, for our individual awards, we’d love to hear about your teammates or peers who are doing amazing work in the space. However, you must be able to include supporting data and commentary to ensure you submit a complete application.
When is the application deadline?
All applications must be submitted by July 7th! The CAP Awards run on a tight, well-defined schedule. You can view the full timeline infographic above.
Frequently Asked Questions
How are the CAP Awards different?
In a world where industry awards have become about as credible as a high school popularity contest by catering to big logos, large spenders, chummy favorites or disgruntled customers, the CAP Awards are the first 100% advocacy-focused awards and are refreshingly focused on outcomes with objectivity. The CAP Awards seek to elevate practitioners who are doing excellent work in the field of customer advocacy, regardless of how big their budget is, how active they are on the speaker circuit or how much money they are spending on snazzy customer engagement technology. These awards celebrate anyone doing the most innovative work in the field of customer advocacy, without all the politics. We aim to put a spotlight on the quiet excellence being done every day in the field of advocacy.
How are winners determined?
We want to pull back any curtain on the mysteries of how award recipients are chosen. No secrets here. From the initial applicants, the Captivate Collective team will complete an initial round of judging based on three criteria: 1) outcomes achieved, 2) the quality of the materials presented and 3) a category-specific criteria. Then, our qualified panel of judges will score the top finalists in each category to determine category winners.
You have vendors on your judging panel so how will you ensure judging remains fair?
All our judges have been chosen based on their passion and experience in the field of customer advocacy and their active contributions in the advocacy community. All judges are aligned to our mission of an authentic awards program, where winners are selected based on outcomes and innovation. Judges are coached on our program values and we encourage judges to recuse themselves from certain categories if they will not be able to remain impartial or have an extraordinary relationship with any final applicant.
Can I nominate a colleague, peer or someone on my team?
Yes, for our individual awards, we’d love to hear about your teammates or peers who are doing amazing work in the space. However, you must be able to include supporting data and commentary to ensure you submit a complete application.
Can I apply to multiple categories?
Definitely. If you or your program qualify for multiple categories, don't hold yourself back!
When is the application deadline?
All 2024 applications must be submitted by August 16th! The CAP Awards run on a tight, well-defined schedule. You can view the full timeline above.
Ready to shine? 🤩
Your award is waiting.