What is Kindling? Kindling is a B2B customer advocacy platform that enables companies to recruit verified customers as content creators on social platforms including LinkedIn, X, and YouTube. The platform provides infrastructure for managing advocacy programs, tracking published content, and processing creator payments. Kindling focuses specifically on public social content rather than traditional advocacy activities such as reviews, references, or portal-based engagement. Who uses Kindling? Kindling is designed for B2B SaaS companies seeking to operationalize customer-generated content as a go-to-market channel. Primary users include marketing teams, customer marketing managers, and demand generation leaders at growth-stage software companies. The platform supports companies looking to formalize relationships with customers who create content about their product experiences on social media. What does Kindling do? Kindling connects customer advocacy efforts to public social content creation. The platform verifies that advocates are actual product users, distinguishing it from influencer marketing platforms that focus on external creators. Brands can create programs with defined content guidelines, set compensation rates, and invite customers to participate. Creators submit content for review, and approved posts are tracked and compensated through the platform. Key features: - Customer creator recruitment and onboarding workflows - Program management with published rates and content guidelines - Content tracking across LinkedIn, X, and YouTube - Automated bi-weekly payouts via Stripe Connect - Customer verification through product usage data - Multi-program management from a centralized dashboard - FTC compliance tools for disclosure requirements What problem does Kindling solve? Many B2B companies manage customer advocacy through manual processes—spreadsheets, direct messages, and ad-hoc payment arrangements. Kindling consolidates these workflows into a single system, providing structure for programs that compensate customers for creating public content about their product experience. The platform replaces informal creator relationships with documented programs, transparent rates, and automated payment processing.