Turning your customer relationships into your strongest growth channel
MG-Zug Advisory
MG-Zug Advisory is an independent practice, working with mid-market B2B companies across Europe on three focused disciplines:
- Customer Marketing Startup Missions,
- Customer Advocacy Programs,
- Voice of Customer & Advisory Boards.
Our commitment: every engagement leaves your team with a working system, not a report.
Why customer advocacy
Customer advocacy means actively representing the customer's interests inside your own organization — making sure their needs, experience, and success influence decisions and actions, not just their complaints when something breaks.
It runs in two directions: inward, the customer's voice shaping what your company decides, and outward, customers speaking on your behalf — references, testimonials, case studies.
In practice, it plays out as a loop: Listen → Acknowledge → Act → Report back → Verify. Most organizations manage the first two steps. Few close the loop consistently — and closing the loop is what turns feedback into trust, and trust into revenue.
Sourced figures:
- Forrester — marketers who turn customers into advocates see measurable upsell/cross-sell lift (79%)
- Gallup B2B — only 31% of B2B accounts are fully engaged; most of the installed base is dormant potential
- HBR — CEO time spent directly with customers is marginal (~3%); structured access to customer voice is scarce, and therefore valuable
- Customer Marketing Alliance (2026) — only 28% of B2B SaaS advisory boards report structured ROI to leadership; most run on faith
The test: if the customer were sitting in this meeting, would you still make the same decision? Most organizations can't honestly answer yes.
Your customers are your best asset. Let's build the program that values them.
Customer Marketing Startup Missions: The Launchpad
For companies without an established Customer Marketing function. A 3- to 6-month setup mission, built around a stack-agnostic core rollout, that gives you the full picture (installed base, retention risk, upsell potential) and the operating system, so your first internal hire inherits a running function instead of building in the dark.
Customer Advocacy Programs
For companies where some Customer Marketing motion already exists but the advocacy engine itself is broken, ad hoc, or has plateaued. I design, build and revitalize customer reference programs, referral engines and customer story pipelines that turn your installed base into a working sales channel. Your customers are your best story. Let's build the program that tells it.
Voice of Customer & Advisory Boards
Design and facilitate Product and Executive Advisory Boards, and VoC methodologies that connect enterprise feedback to product and strategic decisions.
What I deliver and what I don't
"Customer Marketing" typically spans six pillars: retention & engagement, advocacy programs, education & adoption, community & events, revenue expansion, and cross-functional collaboration (sources: G2, Customer Marketing Alliance). That's the full discipline — and I give every client the complete map and operating model for it.
What I personally deliver, hands-on, is narrower and deeper: advocacy (references, customer stories), Voice of Customer, and Advisory Boards, plus standing up a first working version of the broader program, implemented inside your existing CRM or advocacy stack (Salesforce, HubSpot, or lighter tools) rather than a parallel platform.
Explicitly out of scope: ongoing campaign production, loyalty/rewards programs, onboarding and product-adoption content, and recurring multi-channel community or events execution. (Events can be scoped separately , if relevant to your context.)
You get the complete map. What I build with you is the part that turns customer relationships into revenue and product insight — the rest, your team runs, or we scope it separately.
Want the full picture before a call? Get the overview of all three practices, methodology, and packages.
Why work with MG-Zug
- 25+ years inside global enterprise software
- Specialization in installed-base disciplines that most marketing agencies do not touch.
- No agency layer, no juniors delivering senior work.
- Based in Zug, active across Switzerland and Europe.
25+ years turning customer relationships into revenue.
- Built and scaled customer engagement programs at three enterprise software companies: HP, Quadient, OpenText
- A user conference format built from scratch at HP grew from 80 to 500+ attendees at Quadient, then expanded to North America and Asia-Pacific.
- Repeatedly the person brought in when a program had gone quiet: unmanaged teams, near-dormant advocacy activity, post-acquisition disruption. Left operating as a system each time, not written up as a report.
- Direct revenue impact: USD 60M+ in influenced pipeline at OpenText in 2025, 30%+ contribution to EMEA sales pipeline at Quadient.
- An advisory board practice built and rebuilt more than once, at Quadient and OpenText: over 12 Advisory Board programs created or revived, brought to maturity, managed, and handed over across multiple business units.
What people say
No one organizes advisory boards like Magali. [...] I would highly recommend her for this very specialized skill set if you want to run world-class advisory boards for your organization." Travis Greene, Sr. Director of ITOM Product Marketing at OpenText
"Magali Germain [...] is an exceptional marketing professional and a true advocate for the customer. [...] Her ability to design and execute impactful customer advocacy programs consistently drives engagement, strengthens customer relationships, and delivers measurable business results." Yojana Dalvi, Lifecycle Marketing, Riva International
"[Magali's] impact [spans] across customer advisory, advocacy, and sales enablement. [...] She consistently equips sales with credible stories and strategic context, and she is a trusted partner who drives true customer-led growth." Daman Mongia, Technology Sales Leader, Opentext