Webinar: How to Build a CAB That Drives Retention, Expansion & Advocacy
Learn the simple steps, meeting structure, and member criteria that make a Customer Advisory Board actually drive impact.
By Evan Kraut
Boardstream leadership joined UserEvidence for a live webinar centered on Customer Advisory Boards — covering the practical steps, meeting structure, and member criteria that make a CAB actually drive retention, expansion, and advocacy.
🎥 Watch the Full Recording
→ Watch the Webinar Recording on UserEvidence
What You'll Learn
This session covers the end-to-end process of building a high-performing CAB, including:
- Structuring your CAB for maximum impact — the right size, cadence, and format to keep members engaged without overburdening your team.
- Selecting the right members — criteria that go beyond "big logo" to find customers who will genuinely contribute strategic insight.
- Meeting formats that work — how to run sessions that surface actionable feedback, not just polite head-nodding.
- Measuring CAB success — concrete KPIs that tie your advisory board back to business outcomes like retention, expansion, and advocacy.
- Real-world examples — what actual B2B companies have done (and what they got wrong along the way).
Why This Matters
A well-run Customer Advisory Board is one of the most powerful tools for B2B companies looking to reduce churn, increase expansion revenue, and build authentic customer advocacy.
But too many companies treat CABs as a box-ticking exercise — gathering a group of logos in a room, running through a slide deck, and calling it a day. The result? Disengaged members, surface-level feedback, and no measurable impact on the business.
The Difference Between a Good CAB and a Great One
Great CABs don't just collect feedback — they create a feedback loop that feeds directly into product strategy, customer success, and go-to-market decisions. They turn your best customers into partners who are invested in your success.
Key Takeaways from the Webinar
1. Start with Clear Objectives
Before recruiting a single member, define what success looks like. Are you optimizing for product feedback? Reducing churn? Building case studies? Your objectives will shape everything from member selection to meeting agendas.
2. Member Selection Is Everything
The best CABs aren't filled with your biggest customers — they're filled with your most engaged and strategic customers. Look for people who are thoughtful, willing to give honest feedback, and represent the segments you care about most.
3. Structure Drives Engagement
Unstructured "open forum" meetings rarely produce useful insights. Instead, design sessions with a mix of facilitated discussions, breakout groups, and dedicated feedback windows. Give members homework ahead of time so they come prepared.
4. Close the Loop
Nothing kills a CAB faster than members feeling like their input went into a black hole. After every session, share what you heard, what you're acting on, and what you're not (and why). This builds trust and keeps members coming back.
Who Should Watch This?
- Customer Success leaders exploring advisory boards as a retention strategy
- Product leaders looking for structured customer feedback channels
- Marketing teams seeking to build advocacy programs
- Executives evaluating whether a CAB is right for their organization
Ready to Take the Next Step?
If this webinar inspired you to start or improve your own Customer Advisory Board, check out our Complete CAB Guide or take our assessment to determine the best path forward.