Base
Base (formerly Crowdvocate) is a customer advocacy platform that automates engagement across the customer lifecycle to convert customers, partners, and employees into active brand advocates at scale. Its USP is treating advocacy as an always-on automation layer rather than a one-off campaign, continuously identifying and activating advocates as they move through the customer journey.
PROVEOMARK CATEGORY
FOR BUYERS EVALUATING THIS TOOL
Tool overview
Base
Base (formerly Crowdvocate) is a B2B customer marketing and advocacy platform that has grown into what the company calls an “AI Engagement OS for Customer-Led Growth.”
It was founded in 2018 by Gal Biran (CEO) and Gal Briner (CTO), and operates out of Tel Aviv, Israel with a US presence in Palo Alto, California. In June 2022 the company raised a $15M Series A led by Wing VC with Vertex Ventures Israel and rebranded from Crowdvocate to Base, tying its identity to the Customer-Led Growth (CLG) category it helped popularize in B2B.
Base has expanded aggressively through acquisition. In February 2025 it acquired Laudable, an AI tool that turns customer calls into structured insights — sentiment, advocacy potential, testimonial extraction, and voice-of-customer signals. In January 2026 it acquired EverAfter (in a deal reported around $20M), a platform for customer-facing post-sale experiences and digital customer success. Together these acquisitions position Base to unify customer lifecycle marketing and digital customer success in a single system spanning the entire post-sale journey.
What the Solution Does
Base orchestrates the full post-sale customer lifecycle — onboarding, adoption, references, referrals, advocacy, cross-sell, and expansion, from one AI-driven platform, rather than treating advocacy as a series of disconnected campaigns. It consolidates the signals that shape a customer relationship (CRM data, product usage, support history, meeting notes, content engagement, community participation, reviews, referrals, and lifecycle milestones) and uses AI and automation to decide who to engage, when, and for what.
Core capabilities include:
- Customer advocacy. A branded advocate hub/portal with an ASK feed, discussion forums, custom rewards automation, leaderboards and gamification, and peer networking. Teams identify top advocates, launch campaigns, manage rewards, and track advocacy’s impact on pipeline and revenue.
- Reference & evidence management. Base automatically identifies, matches, and manages customer references for active deals, and flags advocate overuse so top customers aren’t burned out. It gives sales and marketing a single place to surface the right case study, quote, or reference contact for a specific opportunity.
- Community. Tools to build and scale customer communities with AI-driven engagement, moderation, and insight.
- Onboarding & digital customer success. Following the EverAfter acquisition, Base guides new accounts through pre-kickoff, implementation, and adoption with personalized, customer-facing experiences.
- Voice of Customer & social proof. Via Laudable, Base analyzes customer conversations to extract sentiment, testimonials, and proof points, converting raw feedback into usable content such as quotes, stories, and battle cards.
- Automation & AI. Automated segmentation, outreach, follow-up, routing, and reporting, with AI that identifies who is ready, what they are ready for, and who may be overused.
- Integrations & analytics. Native integration with major CRMs (e.g., Salesforce, HubSpot) and a G2 reviews integration that surfaces customer proof for use in sales and marketing content; analytics tie advocacy activity to pipeline, revenue, and net revenue retention (NRR).
Why Teams Choose Base
- Always-on, not one-off. Base treats advocacy as a continuous automation layer that identifies and activates advocates as they move through the lifecycle, rather than a periodic campaign.
- Full post-sale coverage in one platform. Onboarding through expansion in a single system reduces the stack of point tools most customer marketing and CS teams stitch together.
- AI-native. Readiness detection, overuse protection, reference-to-deal matching, and automated testimonial extraction are built into the core, not bolted on.
- References tied to revenue. Reference matching against live deals and impact analytics connect advocacy to pipeline and NRR — useful for justifying the program to leadership.
- Scales lean teams. Public testimonials emphasize managing a larger scope and volume with a smaller team, and compressing work that “took months” (e.g., sourcing peer reviews and quotes) into days.
- Category leadership. Base is a vocal proponent of Customer-Led Growth, backing the product with substantial educational content and frameworks.
Who Base Is Ideal For
- B2B SaaS and technology companies running structured customer marketing or advocacy programs.
- Customer marketing, advocacy, and CS teams that need references, reviews, testimonials, and community managed in one place.
- Lean teams scaling advocacy who want automation and AI to extend their reach without adding headcount.
- Mid-market to enterprise organizations with a CRM already in place and a focus on NRR, expansion, and reducing churn.
- Companies consolidating tools who want to replace separate advocacy, reference, community, and digital-CS point solutions with one lifecycle platform.
- It is a less natural fit for pure B2C/e-commerce referral-and-loyalty use cases, or for very small teams that only need a lightweight, single-purpose tool.
Additional Sources
- Base — Advocacy solution: https://www.base.ai/solutions/advocacy
- Base customer stories: https://www.base.ai/base-customers
- Base (formerly Crowdvocate) profile: https://app.dealroom.co/companies/crowdvocate
INTEGRATIONS
Salesforce | HubSpot | Marketo | Eloqua | Pardot | G2 | TrustRadius | Capterra | Gartner Peer Insights | Trustpilot
BEST FOR
Startups | SMB | Mid Market | Enterprise | B2B | SaaS | Customer Marketing | Customer Success | Product Marketing | Community | Building a New Program | Early Stage Program | Scaling Program | Established Program
DEPLOYMENT
API Based | Custom Deployment Available
COMPANY
Headquarters: Palo Alto, USA / Tel Aviv, Israel
Founded: 2015 to 2019
Employees: 11 to 50
Funding: Series A
FULL CERTIFICATIONLearn it. Apply it. Prove it.
Build your Base expertise from the ground up through self-paced learning covering the platform, workflows, and practical application. Complete the programme, then demonstrate your skills in a scheduled sandbox assessment.
5-6 hrs 
Sandbox "The direct support they're providing, with setting up the platform, making sure goals are met, restructure goals, maximizing impact."
"Base has become a key part of how we run our customer loyalty and advocacy program, and it's been a great partner as we've continued to scale. The platform gives us the flexibility to engage customers in meaningful ways while making it easy to manage everything from advocacy campaigns and rewards to references and customer engagement in one place."
"Base gives us a powerful, all-in-one environment to engage customers throughout their entire lifecycle, from onboarding and education to community participation, feedback and advocacy. It allows us to capture valuable signals and insights into customer interests, activity and needs."
Connect with certified ProveoMark practitioners who have used Base in their advocacy programmes. Conversations are arranged by ProveoMark and are not a sales call.
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