The Academy

Back in 2009, events and communities for customer reference professionals were non-existent other than the Customer Reference Forum in the US, created and run by Bill Lee.

In Europe, and specifically the UK, customer reference professionals often thought they were the only person in the world doing this job.

So we decided to create somewhere where customer reference pros, and marketers that use customer stories as part of their mix, could meet, share and learn.

Advocate Marketing Academy was born (well sort of, it was called Riffs ‘n Rants, then Customer Reference Academy before setting on AMA).

From an initial meeting of a dozen of us around a dinner table above a pub, it has grown to a series of international events; a community that will continue to develop, of which we are very proud.

I’ve been coming to Advocate Marketing Academy for some years now, and it really is the highlight of my year. The quality of the speakers combined with the research that we see every year, really sets me up for the year.

Claire Grove

Wow! Advocate Marketing Academy  was a triumph! Not only for the lessons, ideas and inspiration… but for the opportunity to connect with my peers from across the tech sector! It was a pleasure to hang out with folk who share my passion for customers, innovation and storytelling. Kudos to inEvidence for making me feel inVigorated!

Richard Roberts

The Academy is a really valuable event, knowing that there are peers doing the same thing with the same challenges. I’ve learnt a lot – things that I can do to enhance the customer advocacy program, and also seen that some of my experience is actually valuable to others. Humbling, but very nice to see.

Farhad Ghoreshi

AMA is a great event, the content is great, the pace of the event is super, I am really enjoying it. I believe AMA is a great place to be, a great opportunity for people that are working in customer marketing, customer programs, references, and advocacy. Really happy I am here.

Stefania Cugini

Advocate Marketing Academy was a wonderful day spent with peers on one of my favourite topics – customer marketing, customer advocacy, and the voice of the customer. If you haven’t been, it was one of the best customer advocacy conferences I’ve attended – I highly recommend it next year.

Yvette Tardiff

The value of Advocate Marketing Academy is sharing best practices, realising that many of us are facing the same challenges and sharing ways to approach those challenges and where other programs are being successful.

Kathryn Poole

I love the initiative that inEvidence has taken with creating this event. They practice what they preach in terms of building relationships and building trust and building value.

Claire Grove

The customer reference community should definitely see AMA as a very valuable. It’s a way to meet new people, network, share similar successes and challenges that we’re having and help each other out.

Lindsey Parker

AMA is an opportunity to gain more learning in advocacy and engagement. You are within organisations that are very focused on advocacy and you are able to speak to your peers to get their opinions. Great networking and best-practice sharing.

Nicky Guy

I’m amazed at the speakers, the range and the quality. Even when you think you’ve heard it all before, there’s always a little nugget in every little presentation that helps.

Mike Oliver

A woman sitting in an audience holds a green microphone cube labeled "InEvidence" as she speaks. Other attendees, seated around her, are listening attentively, taking notes, or wearing masks. They are at an indoor event, likely a seminar or conference.
A person stands in front of a building with a neon sign that reads "GUILD." The marquee below displays the message "ADVOCATE MARKETING ACADEMY." The scene is illuminated by the building's lights, and it appears to be nighttime. A fire hydrant is visible on the sidewalk.
Several white cloth bags printed with "AMA USA 2022 Menlo Park, CA" are piled together. The bags also display various logos and text that mentions "Advocate Marketing Academy" and "powered by InEvidence." More bags can be seen in the background.
Two women standing together indoors, smiling at the camera. One woman has short blond hair, wears a patterned grey cardigan over a white top, and holds a water bottle. The other woman has dark, pulled-back hair, wears a black outfit, and holds a drink with a straw.
A close-up photograph of various colorful buttons scattered on a surface. The buttons display chemical element symbols and names, such as green ones for "Wn written" and blue ones for "Cd combined." The pile includes buttons in green, blue, and orange.
Three smiling men are wearing lanyards and standing closely together in a dimly lit space. The man in the middle and the man on the right are giving a thumbs-up gesture. They appear to be at a social or networking event.
A woman in a white sweater sits among a group of people in an auditorium. She holds a green cube-shaped object with "advocate marketing" written on it. The audience seems attentive, with some looking towards the woman, indicating she might be speaking or asking a question.
A stage with a podium and a large screen displaying "AMA24 ART MEETS SCIENCE" along with a colorful image of a face. The podium has a small yellow box on it and a projected light circle on the floor with text partially visible.
A close-up of a video camera display showing a person speaking on stage. The background is blurred with an illuminated sign that reads "AMADA". The focus is on the camera's screen, capturing the speaker.
A person wearing a black Red Hat sweatshirt is speaking on stage at the Red Hat Innovation Awards. They are holding a small object, possibly a presentation clicker, and are standing before a background displaying various images and text related to the event.
A man with a neatly trimmed beard and glasses stands at a podium during an event. He is wearing a checkered suit with an orange pocket square and is speaking into a microphone. The podium displays a sign with "AMA24" and "Powered by inEvidence" on it. The background features abstract curved patterns.
A busy bar scene with a bartender preparing a drink for patrons gathered around the bar counter. The bar has a marble countertop and various drink ingredients. Many people are engaged in conversation, and the ambiance is lively with warm lighting and contemporary decor.
A cameraman wearing a headset and a cap operates a professional video camera mounted on a tripod. Another individual adjusts audio equipment nearby. The background features a dimly lit bar area with shelves of bottles and hanging lights.
A group of five people standing indoors. The central figure is a man in a checked suit, flanked by four women, some of whom are wearing masks. They all appear to be at an event and are smiling for the camera.
A man in a blazer, khakis, and white sneakers stands on a dimly lit stage, speaking with hand gestures. Behind him, a large screen displays text listing various awards, including the 2023 Diversity Award and Best Not-for-Profit.

Previous Academies

AMA Europe '24

Amazing Presentations

Captivate & Convert
May 02, 24
I Tobi Demuren
I LinkedIn

Captivate & Convert

Toby unveils the secrets of transforming customers into evangelists - the Art of Advocacy at LinkedIn
.
Art & Science Unite
Apr 10, 24
I Cristina Errico
I Cisco

Art & Science Unite

Six Inspiring Tactics to Unlock the Hidden Treasures in Your Customer Case Studies
.
Art Meets Science
Mar 19, 24
I Robin Hamilton

Art Meets Science

inEvidence: AMA Europe '24 Keynote - Art Meets Science and how marketers can use AI for good
.
The only one in the room
Jun 24, 22
I Pascale Royal
I Coupa Software

The only one in the room

Being a black woman in marketing (and how customer marketing can drive positive change)
.
Storytelling with purpose
Jun 21, 22
I Miranda & Precediha
I 826 Valencia

Storytelling with purpose

Miranda Ling & Precediha Dangerfield speak about 826 Valencia and how to recapture the creativity we've lost
.
Breaking Down Silos
Jun 21, 22
I Valerio Battelli
I Cisco

Breaking Down Silos

Valerio speaks about the birth of the Cisco Insider Advocates community
.
It’s a wrap!
Jun 17, 22
I Melissa Talbot
I inEvidence

It’s a wrap!

The wrap session from Day One, AMA USA '22
.
Advocacy Education Panel
Jun 17, 22
I Lisa, Helen, Trish & Robin
I ICCAP

Advocacy Education Panel

Lisa, Helen Trish and Robin discuss Advocacy as a career, and ICCAP
.
Advostack Technology Panel
Jun 17, 22
I David, Ray, Pat and Scott
I PoR, UE, RoI & Inf

Advostack Technology Panel

David, Ray, Pat and Scott talk about the future of specialist Advocacy apps
.
Lessons in Storytelling
Jun 16, 22
I inEvidence

Lessons in Storytelling

Emma Clarke speaks about storytelling as a voiceover, the London underground, and Jennifer Lawrence
.
The Advocacy Line
Feb 18, 22
I inEvidence

The Advocacy Line

Ever pictured Customer Advocacy as a train line? We did. Mind the Gap!
.
Full 2021 Global Survey
Jan 26, 21
I inEvidence Team
I inEvidence

Full 2021 Global Survey

Download the full PDF version of the 2021 Advocate Marketing Global Survey
.
AMA EMEA 20 Highlights
Feb 10, 20
I inEvidence Team
I inEvidence

AMA EMEA 20 Highlights

All Filmed, Edited and Shown on the day! A quick recap of Customer Advocacy Shenanigans
.
Everything we touch
Jun 17, 19
I Paula Zuccotti
I Future Archeology

Everything we touch

Paula's wonderful Academy presentation around ethnograpy; at 24-hour inventory of our lives
.
The science of Social
Jun 17, 17
I Mariellen Couppee
I Honeywell Aerospace

The science of Social

Mariellen's presentation on the science of social behind the story
.
AMA Awards 2016
Feb 11, 16
I Talbot & Hamilton
I inEvidence

AMA Awards 2016

The 2017 Advocate Marketing Academy Awards, filmed live in the UK
.

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