Kindling builds and runs your Advocacy-Led Growth program from end to end. We find your happiest customers, help them create organic content where your buyers already pay attention, handle every payment and tax form, and tie the results back to pipeline you can see.
Customer advocacy was always the right answer. We make it scale.
Paid acquisition costs more every year and returns less. Your buyers scroll past the ads and skip the case studies, then go ask someone they trust before they ever talk to you.
Meanwhile your happiest customers say remarkable things in every renewal call, and almost none of it reaches a person who is evaluating you right now. The one channel your buyers actually trust is the one channel nobody in your company owns.
We own it for you.
If you have customers who are glad they bought, you have the raw material for Advocacy-Led Growth. Series A or public, twenty customers or twenty thousand, the motion is the same.
This is for the VP of Marketing or CMO who already believes advocacy works and has never had the time or the tooling to run it as a real channel. You do not need a new belief. You need a system and someone to run it.
Start with a two-week audit. If the numbers make sense, we run the whole thing for you.
We map your customer base, identify your likely advocates, size the opportunity in real pipeline terms, and hand you a program design you can act on. Credited in full toward your first year if you continue.
We build it, run it, and report on it. Advocate recruiting, program design, content support, payouts, tax compliance, and attribution. The Kindling platform (normally $299 per month) is included. We run a small number of these at a time so every program gets a real operator, not a login and a wish.
No setup fees. No per-advocate charges to track. One number for the whole channel.
Check the ones that sound like you.
Everything the channel needs, run for you.
We find your real, happy customers and confirm they actually use the product. Credibility starts with truth, not audience size.
Advocates create their own posts, prompted by real milestones, always in their own voice. We encourage. We never assign. That is the whole reason it stays believable.
We help a good experience become a good post, without putting words in anyone's mouth.
Cash through Stripe Connect, gift cards and charitable donations through Tremendous, W-9 collection, and 1099-NEC filing at year end. You never touch a tax form.
The software your program runs on, included in the price and configured to your accounts.
Every post tied back to reach, engagement, and pipeline in one report your CFO will actually read.
We map your customer base, find your likely advocates, size the opportunity, and design the program around your goals.
We stand up your program, set the rate card, connect the payout rails, and configure Kindling to your accounts.
We invite and onboard your first advocate cohort. W-9s collected, payouts ready to clear.
Your first wave of organic content goes public. Your first payouts clear. Attribution starts flowing back to pipeline.
Monthly reporting, a growing advocate base, steady content, and a quarterly review tied to real pipeline outcomes.
Kindling is run by Brian De Groodt. I spent twenty-five years selling enterprise software (SAP, Medallia, Cornerstone, ADP) and closed more than $250 million in deals to the exact marketing and revenue leaders this program is built for.
I built Kindling because I watched good companies pour their first real budget into channels their buyers had already learned to ignore, while the customers who would have vouched for them sat unasked. This is the system I wish I could have handed every marketing team I ever sold to.
Brian De Groodt, Founder, Kindling
Two weeks, $3,500, credited toward your first year. You will know exactly what your advocacy channel is worth before you commit to anything larger.
Book your audit