The Advocacy Channel: A Customer Marketing Podcast Castos https://impact.com/?utm_source=podcast&utm_medium=theadvocacychannel&utm_campaign=bio Advocacy and customer marketing have become hot topics in the modern marketing world, and for good reason. The brands that get ahead in competitive industries are ones that purposefully build and leverage the advocacy and loyalty of their customers, prospects, partners, and supporters to drive new and repeat business. Join us every month as we go behind the scenes with marketing experts across industries to uncover the best insights and strategies when it comes to engaging your audience and building advocacy. Mon, 15 Dec 2025 07:00:00 +0000 en impact.com https://episodes.castos.com/pressboard/images/podcast/covers/c1a-27zj-kpdj06rvbrjm-b1zayv.jpg The Advocacy Channel: A Customer Marketing Podcast https://impact.com/?utm_source=podcast&utm_medium=theadvocacychannel&utm_campaign=bio Advocacy and customer marketing have become hot topics in the modern marketing world, and for good reason. The brands that get ahead in competitive industries are ones that purposefully build and leverage the advocacy and loyalty of their customers, prospects, partners, and supporters to drive new and repeat business. Join us every month as we go behind the scenes with marketing experts across industries to uncover the best insights and strategies when it comes to engaging your audience and building advocacy. impact.com episodic Advocacy and customer marketing have become hot topics in the modern marketing world, and for good reason. The brands that get ahead in competitive industries are ones that purposefully build and leverage the advocacy and loyalty of their customers, prospects, partners, and supporters to drive new and repeat business. Join us every month as we go behind the scenes with marketing experts across industries to uncover the best insights and strategies when it comes to engaging your audience and building advocacy. advocacychannel@impact.com advocacychannel@impact.com false https://feeds.castos.com/r35qo yes <![CDATA[Fraud-Proofing Your Referral Program with Mariana Doncel]]> Mon, 15 Dec 2025 07:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2286174 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/fraud-proofing-your-referral-program-with-mariana-doncel What happens when your referral program participants are literally trained to find holes in systems? How do you protect your program without making it so complicated that nobody wants to use it?

To explore this, we welcome Mariana Doncel to The Advocacy Channel. Mariana leads B2C product marketing at Hack the Box, a cybersecurity training platform where users learn ethical hacking through hands-on challenges. When your customers spend their days breaking into systems for fun, you learn pretty quickly what actually works for fraud prevention.

In this episode, Mariana and host Will Fraser get into the reality of protecting your referral program from abuse. Spoiler: it's not about building an airtight system with rules for every scenario. Mariana shares the pragmatic approach Hack the Box has taken, focusing on damage control and smart incentive design rather than trying to prevent every possible exploit.

In this episode, Mariana walks us through:

  • Why trying to close every possible loophole often backfires by making your program too complex for legitimate users
  • The "accept and mitigate" approach: acknowledging that some people will try to game the system while capping your exposure
  • How tying rewards to actual monetary actions creates natural fraud deterrence
  • Setting per-person limits so even if someone does find a workaround, the damage is contained
  • Thinking about fraud prevention as risk analysis rather than absolute protection
  • How to balance moving fast with protecting your program from abuse

Mariana also shares how this mindset extends beyond referral programs to everything her marketing team puts out at Hack the Box, where every campaign has to account for users who will look for alternative interpretations.

Connect with Mariana on LinkedIn: https://www.linkedin.com/in/marianadoncel/ 

Connect with us: 

 Loving this show? Explore impact.com's other podcasts packed with insights:

]]> false What happens when your referral program participants are literally trained to find holes in systems? How do you protect your program without making it so complicated that nobody wants to use it?

To explore this, we welcome Mariana Doncel to The Advocacy Channel. Mariana leads B2C product marketing at Hack the Box, a cybersecurity training platform where users learn ethical hacking through hands-on challenges. When your customers spend their days breaking into systems for fun, you learn pretty quickly what actually works for fraud prevention.

In this episode, Mariana and host Will Fraser get into the reality of protecting your referral program from abuse. Spoiler: it's not about building an airtight system with rules for every scenario. Mariana shares the pragmatic approach Hack the Box has taken, focusing on damage control and smart incentive design rather than trying to prevent every possible exploit.

In this episode, Mariana walks us through:

  • Why trying to close every possible loophole often backfires by making your program too complex for legitimate users
  • The "accept and mitigate" approach: acknowledging that some people will try to game the system while capping your exposure
  • How tying rewards to actual monetary actions creates natural fraud deterrence
  • Setting per-person limits so even if someone does find a workaround, the damage is contained
  • Thinking about fraud prevention as risk analysis rather than absolute protection
  • How to balance moving fast with protecting your program from abuse

Mariana also shares how this mindset extends beyond referral programs to everything her marketing team puts out at Hack the Box, where every campaign has to account for users who will look for alternative interpretations.

Connect with Mariana on LinkedIn: https://www.linkedin.com/in/marianadoncel/ 

Connect with us: 

 Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:27:52 <![CDATA[Building High-Impact Customer Advisory Boards with Cate Vanasse]]> Mon, 17 Nov 2025 09:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2218449 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/building-high-impact-customer-advisory-boards-with-cate-vanasse Want to build a customer advisory board that actually drives business value? Struggling to figure out where to start or how to prove the ROI?

To help, we welcome Cate Vanasse to The Advocacy Channel. Cate leads customer marketing at TalkDesk, where her team's mission is "igniting raving fans, driving growth, and building customers for life." 

With extensive experience building and scaling customer advisory boards across multiple companies, Cate shares her practical framework for creating CABs that strengthen relationships, influence revenue, and create real brand advocates.

In this episode, Cate walks us through:

  • How to identify the right CAB members by balancing ideal account logos with the right human personalities in the room
  • The art of balancing "give vs get" so it doesn't feel transactional
  • Why in-person meetings matter for executive CABs versus when virtual works better for technical advisory boards

Cate also shares insights from TalkDesk's CX Innovators Awards program, including how industry recognition has helped customers get promoted and secure internal resources. 

Her closing advice? The best customer marketing programs don't start with a spreadsheet. They start with empathy.

Connect with Cate on LinkedIn: https://www.linkedin.com/in/catevanasse/ 

Connect with us: 

  • Get more customer marketing insights and strategies at impact.com/blog/ 
  • Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 
  • Have a question? Suggestion? Email us at advocacychannel@impact.com

 Loving this show? Explore impact.com's other podcasts packed with insights:

 

]]> full 10 2 false Want to build a customer advisory board that actually drives business value? Struggling to figure out where to start or how to prove the ROI?

To help, we welcome Cate Vanasse to The Advocacy Channel. Cate leads customer marketing at TalkDesk, where her team's mission is "igniting raving fans, driving growth, and building customers for life." 

With extensive experience building and scaling customer advisory boards across multiple companies, Cate shares her practical framework for creating CABs that strengthen relationships, influence revenue, and create real brand advocates.

In this episode, Cate walks us through:

  • How to identify the right CAB members by balancing ideal account logos with the right human personalities in the room
  • The art of balancing "give vs get" so it doesn't feel transactional
  • Why in-person meetings matter for executive CABs versus when virtual works better for technical advisory boards

Cate also shares insights from TalkDesk's CX Innovators Awards program, including how industry recognition has helped customers get promoted and secure internal resources. 

Her closing advice? The best customer marketing programs don't start with a spreadsheet. They start with empathy.

Connect with Cate on LinkedIn: https://www.linkedin.com/in/catevanasse/ 

Connect with us: 

  • Get more customer marketing insights and strategies at impact.com/blog/ 
  • Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 
  • Have a question? Suggestion? Email us at advocacychannel@impact.com

 Loving this show? Explore impact.com's other podcasts packed with insights:

 

]]> 00:23:18 <![CDATA[Product-Led Advocacy with Ashley Stead]]> Tue, 14 Oct 2025 22:26:59 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2165321 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/product-led-advocacy-with-ashley-stead Want your referral program to succeed? 

Start with the foundation first. Make sure your product infrastructure is solid and can handle growth before you launch.

In this episode, we're excited to welcome Ashley Stead, Director, Growth Product at Nesto Group, a leading Canadian tech company building the mortgage ecosystem of the future. With over 15 years of experience spanning product management, UX research, marketing, and operations, Ashley brings a unique full-stack perspective to customer marketing and advocacy initiatives.

In this episode, Ashley and our host Will Fraser dive into what it means to think about advocacy as infrastructure rather than one-off campaigns. Ashley shares her framework for creating product-led advocacy programs that integrate seamlessly into the customer journey. 

From understanding the "micro-yeses" approach to breaking down complex customer paths, to navigating build vs. buy decisions and fostering collaboration between marketing and development teams, this conversation is packed with practical insights.

In this episode, you'll discover:

How to map customer journeys and identify the right moments for advocacy messaging without competing with other business priorities. 

  • The framework for deciding when to build custom solutions versus buying existing platforms, and how to create hybrid approaches. 
  • Strategies for empowering marketing teams to move quickly while keeping technical infrastructure robust and scalable. 
  • The importance of breaking down big conversions into micro-yeses and understanding the data behind each step. 
  • How to use AI tools and prompts to become more full-stack in your marketing role, even without technical resources.

Listen to this episode to hear more about how infrastructure thinking can transform your advocacy programs and help you avoid the common mistakes marketers make with referral programs. 

Connect with Ashley on LinkedIn: https://www.linkedin.com/in/ashley-stead/

AI prompt from Ashley: The Advocacy Channel | Season 2 Episode 9 AI Prompt

Connect with us: 

  • Get more customer marketing insights and strategies at impact.com/blog/ 
  • Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 
  • Have a question? Suggestion? Email us at advocacychannel@impact.com

 Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 9 2 false Want your referral program to succeed? 

Start with the foundation first. Make sure your product infrastructure is solid and can handle growth before you launch.

In this episode, we're excited to welcome Ashley Stead, Director, Growth Product at Nesto Group, a leading Canadian tech company building the mortgage ecosystem of the future. With over 15 years of experience spanning product management, UX research, marketing, and operations, Ashley brings a unique full-stack perspective to customer marketing and advocacy initiatives.

In this episode, Ashley and our host Will Fraser dive into what it means to think about advocacy as infrastructure rather than one-off campaigns. Ashley shares her framework for creating product-led advocacy programs that integrate seamlessly into the customer journey. 

From understanding the "micro-yeses" approach to breaking down complex customer paths, to navigating build vs. buy decisions and fostering collaboration between marketing and development teams, this conversation is packed with practical insights.

In this episode, you'll discover:

How to map customer journeys and identify the right moments for advocacy messaging without competing with other business priorities. 

  • The framework for deciding when to build custom solutions versus buying existing platforms, and how to create hybrid approaches. 
  • Strategies for empowering marketing teams to move quickly while keeping technical infrastructure robust and scalable. 
  • The importance of breaking down big conversions into micro-yeses and understanding the data behind each step. 
  • How to use AI tools and prompts to become more full-stack in your marketing role, even without technical resources.

Listen to this episode to hear more about how infrastructure thinking can transform your advocacy programs and help you avoid the common mistakes marketers make with referral programs. 

Connect with Ashley on LinkedIn: https://www.linkedin.com/in/ashley-stead/

AI prompt from Ashley: The Advocacy Channel | Season 2 Episode 9 AI Prompt

Connect with us: 

  • Get more customer marketing insights and strategies at impact.com/blog/ 
  • Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 
  • Have a question? Suggestion? Email us at advocacychannel@impact.com

 Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:33:42 <![CDATA[Breaking Marketing Silos with Yulia Shilkina]]> Mon, 18 Aug 2025 09:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2112071 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/breaking-marketing-silos-with-yulia-shilkina In this episode of The Advocacy Channel, we're excited to welcome Yulia Shilkina from Gen3 Marketing, a leading performance marketing agency in the affiliate marketing space.

 

In this episode, Yulia reveals how the lines between customers, influencers, and affiliates are blurring—and why that's creating unprecedented opportunities for authentic advocacy. You'll discover:

 

  • How to identify and activate customers who are already creating organic content about your brand
  • The hidden metrics like saves and shares that reveal which customers are your true brand champions
  • Why treating influencer and affiliate as one connected ecosystem captures more value than managing them as separate channels

 

Yulia shares insights on creating a unified partner ecosystem where customer advocacy fuels creator content, influencer partnerships drive discovery, and affiliate programs capture conversions. Learn why the most successful brands treat these channels as interconnected parts of the modern buyer journey rather than isolated channels.

 

Connect with us:

 

Connect with Yulia: https://www.linkedin.com/in/yulia-shilkina/ 

Learn more about Gen3 Marketing: https://gen3marketing.com/ 

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 8 2 false In this episode of The Advocacy Channel, we're excited to welcome Yulia Shilkina from Gen3 Marketing, a leading performance marketing agency in the affiliate marketing space.

 

In this episode, Yulia reveals how the lines between customers, influencers, and affiliates are blurring—and why that's creating unprecedented opportunities for authentic advocacy. You'll discover:

 

  • How to identify and activate customers who are already creating organic content about your brand
  • The hidden metrics like saves and shares that reveal which customers are your true brand champions
  • Why treating influencer and affiliate as one connected ecosystem captures more value than managing them as separate channels

 

Yulia shares insights on creating a unified partner ecosystem where customer advocacy fuels creator content, influencer partnerships drive discovery, and affiliate programs capture conversions. Learn why the most successful brands treat these channels as interconnected parts of the modern buyer journey rather than isolated channels.

 

Connect with us:

 

Connect with Yulia: https://www.linkedin.com/in/yulia-shilkina/ 

Learn more about Gen3 Marketing: https://gen3marketing.com/ 

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:22:56 <![CDATA[Air Canada Aeroplan Insights with Andrew Noonan]]> Mon, 14 Jul 2025 09:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2086555 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/air-canada-aeroplan-insights-with-andrew-noonan In this episode of The Advocacy Channel, we're excited to welcome Andrew Noonan, who oversees Aeroplan's e-store, partnerships, and gift card programs at Air Canada. With over 15 years of experience in loyalty and payments, Andrew brings unique insights into creating meaningful customer engagement beyond traditional points collection.

Join us as we dive deep into the evolving world of loyalty programs and uncover strategies that transform how brands think about customer relationships. Andrew shares his expertise on:

  • Building trust through transparent tracking and clear communication with members
  • Creating "everyday relevancy" by integrating loyalty programs into customers' daily lives
  • Leveraging family sharing features to increase engagement and redemption rates

Andrew emphasizes the importance of understanding your shared customer's entire journey: "If you're going to partner with a loyalty program, you need to understand the fundamentals because your customer is a part of that program."

Connect with Andrew: https://www.linkedin.com/in/andrewnoonan/


Connect with us:


Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 7 2 false In this episode of The Advocacy Channel, we're excited to welcome Andrew Noonan, who oversees Aeroplan's e-store, partnerships, and gift card programs at Air Canada. With over 15 years of experience in loyalty and payments, Andrew brings unique insights into creating meaningful customer engagement beyond traditional points collection.

Join us as we dive deep into the evolving world of loyalty programs and uncover strategies that transform how brands think about customer relationships. Andrew shares his expertise on:

  • Building trust through transparent tracking and clear communication with members
  • Creating "everyday relevancy" by integrating loyalty programs into customers' daily lives
  • Leveraging family sharing features to increase engagement and redemption rates

Andrew emphasizes the importance of understanding your shared customer's entire journey: "If you're going to partner with a loyalty program, you need to understand the fundamentals because your customer is a part of that program."

Connect with Andrew: https://www.linkedin.com/in/andrewnoonan/


Connect with us:


Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:24:58 <![CDATA[Customer Feedback as Business Driver with Katlin Hess, Director of Customer Marketing at G2]]> Mon, 16 Jun 2025 06:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/2066309 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/customer-feedback-as-business-driver-with-katlin-hess-director-of-customer-marketing-at-g2 In this episode of The Advocacy Channel, we're excited to welcome Katlin Hess, Director of Customer Marketing at G2, who brings a unique perspective from both sides of the customer relationship.

 

Join us as Katlin Hess, Director of Customer Marketing at G2, shares her journey from being a G2 customer to leading their customer marketing efforts. Discover how G2 has transformed customer feedback into a strategic business driver, with 90% of their revenue team actively using customer stories to drive deals forward. Katlin reveals powerful strategies for:

 

Building a searchable AI library of customer proof points that spans case studies, call recordings, and reviews

Creating a unified customer communication strategy by auditing and aligning cross-functional touchpoints

Measuring the real revenue impact of customer advocacy programs beyond activity metrics

 

Katlin emphasizes that successful customer marketing is all about relationships, both with your customers and internally across teams. Learn how to make customer voice truly heard throughout your organization and turn customer feedback into your most powerful business asset.

Connect with us:

Send us an email at advocacychannel@impact.com 

Visit us at impact.com/blog/ 


Connect with Katlin: https://www.linkedin.com/in/katlinhess/

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 6 2 false In this episode of The Advocacy Channel, we're excited to welcome Katlin Hess, Director of Customer Marketing at G2, who brings a unique perspective from both sides of the customer relationship.

 

Join us as Katlin Hess, Director of Customer Marketing at G2, shares her journey from being a G2 customer to leading their customer marketing efforts. Discover how G2 has transformed customer feedback into a strategic business driver, with 90% of their revenue team actively using customer stories to drive deals forward. Katlin reveals powerful strategies for:

 

Building a searchable AI library of customer proof points that spans case studies, call recordings, and reviews

Creating a unified customer communication strategy by auditing and aligning cross-functional touchpoints

Measuring the real revenue impact of customer advocacy programs beyond activity metrics

 

Katlin emphasizes that successful customer marketing is all about relationships, both with your customers and internally across teams. Learn how to make customer voice truly heard throughout your organization and turn customer feedback into your most powerful business asset.

Connect with us:

Send us an email at advocacychannel@impact.com 

Visit us at impact.com/blog/ 


Connect with Katlin: https://www.linkedin.com/in/katlinhess/

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:29:39 <![CDATA[Launching and Scaling Global Advocacy Programs with Brian Jambor]]> Mon, 17 Mar 2025 08:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/1991817 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/launching-and-scaling-global-advocacy-programs-with-brian-jambor Ever wondered when your company should launch an advocacy program or how to scale it globally? In today's episode, we're thrilled to welcome Brian Jambor, an expert in partnerships and customer advocacy who's held leadership roles at Infusionsoft, Sendoso, Uberall, and now Synthesia. Brian shares his wealth of experience, offering actionable insights into identifying the right time to launch advocacy initiatives, the critical milestones of product-market fit, and tailoring advocacy strategies for global markets.

Listen in as Brian reveals how to balance being hungry to learn and staying humble, the importance of clearly defining the problem your product solves, and the must-have technologies that will supercharge your advocacy programs. Plus, he dives into how AI and automation are transforming the landscape of customer advocacy, making it easier than ever to engage with your global audience effectively.

Whether you're launching a brand-new advocacy program or scaling internationally, this conversation is packed with practical advice to ensure your success.

Connect with Brian on LinkedIn: Brian Jambor

Connect with us:

Have questions or suggestions? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 5 2 false Ever wondered when your company should launch an advocacy program or how to scale it globally? In today's episode, we're thrilled to welcome Brian Jambor, an expert in partnerships and customer advocacy who's held leadership roles at Infusionsoft, Sendoso, Uberall, and now Synthesia. Brian shares his wealth of experience, offering actionable insights into identifying the right time to launch advocacy initiatives, the critical milestones of product-market fit, and tailoring advocacy strategies for global markets.

Listen in as Brian reveals how to balance being hungry to learn and staying humble, the importance of clearly defining the problem your product solves, and the must-have technologies that will supercharge your advocacy programs. Plus, he dives into how AI and automation are transforming the landscape of customer advocacy, making it easier than ever to engage with your global audience effectively.

Whether you're launching a brand-new advocacy program or scaling internationally, this conversation is packed with practical advice to ensure your success.

Connect with Brian on LinkedIn: Brian Jambor

Connect with us:

Have questions or suggestions? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:29:57 <![CDATA[The Future of Trust-Based Marketing with David Yovanno]]> Mon, 17 Feb 2025 09:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/1974869 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/the-future-of-trust-based-marketing-with-david-yovanno In this episode of The Advocacy Channel, we're joined by David Yovanno, CEO of impact.com—the world’s leading partnership management platform, for an informative discussion on the transformation of marketing in the digital age. Drawing from his extensive experience since the late 90s, Dave shares valuable perspectives on how consumer trust and authentic relationships are reshaping the marketing landscape.

 

Join us as we explore the evolution from traditional advertising to modern partnership-driven growth. Dave provides fascinating insights on:

 

  • The historical shift from brand-controlled messaging to authentic, community-driven conversations
  • How digital transformation and social commerce are creating new opportunities for meaningful connections
  • Why understanding customer journeys and trust-building is crucial for modern marketing success
  • Practical strategies for brands to adapt and thrive in the partnership economy

 

Connect with us:

 

Connect with Dave:

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 4 2 false In this episode of The Advocacy Channel, we're joined by David Yovanno, CEO of impact.com—the world’s leading partnership management platform, for an informative discussion on the transformation of marketing in the digital age. Drawing from his extensive experience since the late 90s, Dave shares valuable perspectives on how consumer trust and authentic relationships are reshaping the marketing landscape.

 

Join us as we explore the evolution from traditional advertising to modern partnership-driven growth. Dave provides fascinating insights on:

 

  • The historical shift from brand-controlled messaging to authentic, community-driven conversations
  • How digital transformation and social commerce are creating new opportunities for meaningful connections
  • Why understanding customer journeys and trust-building is crucial for modern marketing success
  • Practical strategies for brands to adapt and thrive in the partnership economy

 

Connect with us:

 

Connect with Dave:

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:32:59 <![CDATA[Scaling Ecommerce Growth Through Customer Advocacy]]> Thu, 16 Jan 2025 07:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/1941239 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/scaling-ecommerce-growth-through-customer-advocacy Join us for an insightful conversation with Mal Chia, ecommerce growth expert and former Head of Marketing at Uber Australia. Now as the Co-Founder and Managing Director of Ecom Nation, Mal shares how DTC brands can leverage customer advocacy to drive sustainable growth through performance marketing solutions. Drawing from his experience helping numerous ecommerce brands with affiliate marketing, CRM, and loyalty programs, Mal provides valuable insights on the evolving landscape of customer advocacy in online retail.

 

Discover how successful ecommerce brands are forging deeper connections by building authentic customer communities. Mal shares practical tips on structuring reward programs for different customer segments, from casual buyers to brand advocates, and explains why some of Ryderwear's most successful ambassadors weren't traditional influencers at all.

Learn how modern ecommerce brands can balance performance marketing with community building to create sustainable growth in an increasingly competitive landscape.

 

Connect with Mal:

 

Listen to his podcast This Week in Ecommerce:

Connect with Mal on LinkedIn: linkedin.com/in/malchia 

 

Connect with us:

Send us an email at advocacychannel@impact.com 

Visit us at impact.com/blog/ 

Connect with Will on LinkedIn: linkedin.com/in/wifraser/ 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 3 2 false Join us for an insightful conversation with Mal Chia, ecommerce growth expert and former Head of Marketing at Uber Australia. Now as the Co-Founder and Managing Director of Ecom Nation, Mal shares how DTC brands can leverage customer advocacy to drive sustainable growth through performance marketing solutions. Drawing from his experience helping numerous ecommerce brands with affiliate marketing, CRM, and loyalty programs, Mal provides valuable insights on the evolving landscape of customer advocacy in online retail.

 

Discover how successful ecommerce brands are forging deeper connections by building authentic customer communities. Mal shares practical tips on structuring reward programs for different customer segments, from casual buyers to brand advocates, and explains why some of Ryderwear's most successful ambassadors weren't traditional influencers at all.

Learn how modern ecommerce brands can balance performance marketing with community building to create sustainable growth in an increasingly competitive landscape.

 

Connect with Mal:

 

Listen to his podcast This Week in Ecommerce:

Connect with Mal on LinkedIn: linkedin.com/in/malchia 

 

Connect with us:

Send us an email at advocacychannel@impact.com 

Visit us at impact.com/blog/ 

Connect with Will on LinkedIn: linkedin.com/in/wifraser/ 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:37:53 <![CDATA[Why Your Customer Reference Program Should Live Under Sales]]> Mon, 16 Dec 2024 07:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/1911242 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/why-your-customer-reference-program-should-live-under-sales Where should your customer reference program live in your organization? While most companies place it under Marketing or Customer Success, Sage Intacct took a different approach by putting it under Sales - with remarkable results.

 

In this episode, we're joined by Kara Manfredi and Simon Le-Fevre from Sage Intacct, who share their journey of transforming a struggling customer reference program into an award-winning revenue driver. They discuss how moving the program under Sales led to:

 

- Faster reference turnaround times 

- Stronger executive buy-in and budget support

- Better sales team adoption and engagement

- Direct connection to revenue impact

- Improved coordination with marketing initiatives

 

Kara and Simon share practical insights on making this transition, from gaining stakeholder support to measuring success. Whether you're looking to start a reference program or enhance an existing one, this episode offers a fresh perspective on organizational structure that could transform your approach to customer references.

 

Learn how this innovative move helped Sage Intacct win "Customer Marketing Team of the Year" at the Customer Marketing Alliance Awards. For anyone involved in customer reference programs, customer marketing, or sales enablement, this episode provides actionable insights on aligning customer advocacy more closely with revenue generation.

 

Connect with Kara on LinkedIn: https://www.linkedin.com/in/karamanfredi/ 

Connect with Simon on LinkedIn: https://www.linkedin.com/in/simon-le-fevre-614a2515/ 

 

Connect with us: 

Get more customer marketing insights and strategies at impact.com/blog/  

Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 

Have a question? Suggestion? Email us at advocacychannel@impact.com 

]]> full 2 2 false Where should your customer reference program live in your organization? While most companies place it under Marketing or Customer Success, Sage Intacct took a different approach by putting it under Sales - with remarkable results.

 

In this episode, we're joined by Kara Manfredi and Simon Le-Fevre from Sage Intacct, who share their journey of transforming a struggling customer reference program into an award-winning revenue driver. They discuss how moving the program under Sales led to:

 

- Faster reference turnaround times 

- Stronger executive buy-in and budget support

- Better sales team adoption and engagement

- Direct connection to revenue impact

- Improved coordination with marketing initiatives

 

Kara and Simon share practical insights on making this transition, from gaining stakeholder support to measuring success. Whether you're looking to start a reference program or enhance an existing one, this episode offers a fresh perspective on organizational structure that could transform your approach to customer references.

 

Learn how this innovative move helped Sage Intacct win "Customer Marketing Team of the Year" at the Customer Marketing Alliance Awards. For anyone involved in customer reference programs, customer marketing, or sales enablement, this episode provides actionable insights on aligning customer advocacy more closely with revenue generation.

 

Connect with Kara on LinkedIn: https://www.linkedin.com/in/karamanfredi/ 

Connect with Simon on LinkedIn: https://www.linkedin.com/in/simon-le-fevre-614a2515/ 

 

Connect with us: 

Get more customer marketing insights and strategies at impact.com/blog/  

Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 

Have a question? Suggestion? Email us at advocacychannel@impact.com 

]]> 00:41:08 <![CDATA[Building Better Referral Programs: Timing, Testing & Trust with Doug Lewis]]> Mon, 18 Nov 2024 09:00:00 +0000 impact.com https://permalink.castos.com/podcast/62552/episode/1886886 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/building-better-referral-programs-timing-testing-trust-with-doug-lewis Season 2 of The Advocacy Channel Podcast is here, and it’s now brought to you by impact.com, the leading partnership management platform! We’ve had a bit of a facelift, but we’re still the same customer advocacy podcast you know and love, hosted by Will Fraser, former co-founder and CEO of SaaSquatch.

 

In this episode, we’re tackling a key question: When is the right time to launch a referral program, and how can you make it truly effective? To help us dive in, we’re joined by Doug Lewis, an experienced growth marketer who’s led successful referral programs at companies like Trusted Health and Hired.

 

Key insights on building effective referral programs:

 

Drawing from his experience managing referral programs in different industries, Doug shares valuable insights on:

 

  • When to launch your referral program 
  • The importance of aligning incentives with what your customers truly value
  • How to reduce friction in the referral process
  • Strategic ways to integrate referral opportunities into customer touchpoints
  • Tips for testing and optimizing your program over time

 

Learn how Doug's team achieved remarkable success by tapping into travel nurses' communities and understanding their motivations. Whether you're just starting out or looking to enhance your existing referral program, this episode offers practical strategies you can implement today.

 

Connect with Doug on LinkedIn: https://www.linkedin.com/in/doug-a-lewis 

 

Connect with us:

 

Get more customer marketing insights and strategies at ⁠impact.com/blog/ 

Connect with host Will on LinkedIn: ⁠www.linkedin.com/in/wifraser/ ⁠

Have a question? Suggestion? Email us at advocacychannel@impact.com 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 1 2 false Season 2 of The Advocacy Channel Podcast is here, and it’s now brought to you by impact.com, the leading partnership management platform! We’ve had a bit of a facelift, but we’re still the same customer advocacy podcast you know and love, hosted by Will Fraser, former co-founder and CEO of SaaSquatch.

 

In this episode, we’re tackling a key question: When is the right time to launch a referral program, and how can you make it truly effective? To help us dive in, we’re joined by Doug Lewis, an experienced growth marketer who’s led successful referral programs at companies like Trusted Health and Hired.

 

Key insights on building effective referral programs:

 

Drawing from his experience managing referral programs in different industries, Doug shares valuable insights on:

 

  • When to launch your referral program 
  • The importance of aligning incentives with what your customers truly value
  • How to reduce friction in the referral process
  • Strategic ways to integrate referral opportunities into customer touchpoints
  • Tips for testing and optimizing your program over time

 

Learn how Doug's team achieved remarkable success by tapping into travel nurses' communities and understanding their motivations. Whether you're just starting out or looking to enhance your existing referral program, this episode offers practical strategies you can implement today.

 

Connect with Doug on LinkedIn: https://www.linkedin.com/in/doug-a-lewis 

 

Connect with us:

 

Get more customer marketing insights and strategies at ⁠impact.com/blog/ 

Connect with host Will on LinkedIn: ⁠www.linkedin.com/in/wifraser/ ⁠

Have a question? Suggestion? Email us at advocacychannel@impact.com 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:29:40 <![CDATA[Beyond Word of Mouth: Exploring the Potential of Referral Marketing]]> Fri, 16 Feb 2024 16:00:00 +0000 impact.com ad5a06d8-e2dc-48d6-b573-31cc70b52955 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/beyond-word-of-mouth-exploring-the-potential-of-referral-marketing Join us as we explore the world of referral marketing in our final episode of the first season of The Advocacy Channel Podcast, featuring referral marketing expert Keith Posehn. Keith brings over 17 years of experience to the table, offering vast knowledge and expertise from his time leading referral programs for tech startups and tech giants, including Caviar and Uber.


In this episode, Keith sheds light on the complexities of referral marketing, highlighting the common hurdles companies face and offering practical advice to overcome them. It's an episode filled with Keith's professional anecdotes and wisdom, offering tips and tricks to help you launch and run successful referral programs.

In this episode, you'll discover:

  • Strategies for overcoming resistance: Learn how to win over skeptical stakeholders by aligning referral program objectives with broader business goals, and discover why past failures shouldn't deter new efforts.
  • Innovative approaches to incentives: Beyond mere discounts, explore creative ways to incentivize customers, focusing on what truly adds value to their experience and encourages genuine advocacy.
  • The role of timing and promptness: Keith emphasizes the critical moments for prompting referrals, illustrating how well-timed engagement can significantly enhance program participation rates.
  • Building a holistic marketing effort: Gain insights on seamlessly integrating referral programs into your marketing strategy, and smoothly transition from product-focused initiatives to broad market-wide campaigns as the program matures


Connect with Keith on LinkedIn for more insights on referral and affiliate marketing: https://www.linkedin.com/in/keithposehn/


Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 24 1 false Join us as we explore the world of referral marketing in our final episode of the first season of The Advocacy Channel Podcast, featuring referral marketing expert Keith Posehn. Keith brings over 17 years of experience to the table, offering vast knowledge and expertise from his time leading referral programs for tech startups and tech giants, including Caviar and Uber.


In this episode, Keith sheds light on the complexities of referral marketing, highlighting the common hurdles companies face and offering practical advice to overcome them. It's an episode filled with Keith's professional anecdotes and wisdom, offering tips and tricks to help you launch and run successful referral programs.

In this episode, you'll discover:

  • Strategies for overcoming resistance: Learn how to win over skeptical stakeholders by aligning referral program objectives with broader business goals, and discover why past failures shouldn't deter new efforts.
  • Innovative approaches to incentives: Beyond mere discounts, explore creative ways to incentivize customers, focusing on what truly adds value to their experience and encourages genuine advocacy.
  • The role of timing and promptness: Keith emphasizes the critical moments for prompting referrals, illustrating how well-timed engagement can significantly enhance program participation rates.
  • Building a holistic marketing effort: Gain insights on seamlessly integrating referral programs into your marketing strategy, and smoothly transition from product-focused initiatives to broad market-wide campaigns as the program matures


Connect with Keith on LinkedIn for more insights on referral and affiliate marketing: https://www.linkedin.com/in/keithposehn/


Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

 

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:47:15 <![CDATA[Executive Customer Advocacy: Engaging for Optimal Growth]]> Mon, 15 Jan 2024 16:00:00 +0000 impact.com 6615ae7a-1101-4685-a2af-17e193472864 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/executive-customer-advocacy-engaging-for-optimal-growth Welcome to 2024!

 

In our first episode of this year, we delve into the world of executive customer advocacy with Angela Wells, Head of Customer Advocacy and Executive Programs at Splunk, and Sarah Moody, an expert in executive customer programs. With a combined experience of over four decades, Angela and Sarah share their top insights into building and nurturing C-suite connections to foster business growth.

 

In this episode, we explore the benefits of executive customer advocacy in the B2B tech space, discussing why it's essential to create value-driven executive customer experiences. Tune in to learn more about the impact of such high-level relationships on customer loyalty, company budget, brand reputation, and competitive advantage.

 

Key takeaways from this episode include:

  • Five strategies for establishing authentic connections with top-level executives
  • The importance of content in crafting impactful executive experiences
  • Methods for leveraging executive networks to foster long-term relationships
  • Measuring the effectiveness of executive advocacy programs through data and real-world examples

 

Whether you're a seasoned customer marketing professional or new to customer advocacy, this episode is a treasure trove of actionable insights and strategies. Tune in to learn how executive advocacy can help you foster better customer relations and drive meaningful growth in your organization!

 

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarahlmoody/

 

Connect with Angela on LinkedIn: https://www.linkedin.com/in/angela-w-wells/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 23 1 false Welcome to 2024!

 

In our first episode of this year, we delve into the world of executive customer advocacy with Angela Wells, Head of Customer Advocacy and Executive Programs at Splunk, and Sarah Moody, an expert in executive customer programs. With a combined experience of over four decades, Angela and Sarah share their top insights into building and nurturing C-suite connections to foster business growth.

 

In this episode, we explore the benefits of executive customer advocacy in the B2B tech space, discussing why it's essential to create value-driven executive customer experiences. Tune in to learn more about the impact of such high-level relationships on customer loyalty, company budget, brand reputation, and competitive advantage.

 

Key takeaways from this episode include:

  • Five strategies for establishing authentic connections with top-level executives
  • The importance of content in crafting impactful executive experiences
  • Methods for leveraging executive networks to foster long-term relationships
  • Measuring the effectiveness of executive advocacy programs through data and real-world examples

 

Whether you're a seasoned customer marketing professional or new to customer advocacy, this episode is a treasure trove of actionable insights and strategies. Tune in to learn how executive advocacy can help you foster better customer relations and drive meaningful growth in your organization!

 

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarahlmoody/

 

Connect with Angela on LinkedIn: https://www.linkedin.com/in/angela-w-wells/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:42:04 <![CDATA[What Makes a Successful SaaS Case Study with Emily Amos]]> Mon, 18 Dec 2023 18:06:30 +0000 impact.com e89b387e-4342-4e2b-b827-d357a0b5a6d8 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/what-makes-a-successful-saas-case-study-with-emily-amos Are you a customer marketer looking to develop more effective case studies in 2024? Don't miss out on our latest episode, packed with helpful insights!

 

The anatomy of successful SaaS case studies

 

Emily Amos, CEO of Uplift Content, a B2B SaaS content marketing agency, joins us to share her insights on creating successful customer case studies. Emily's expertise in storytelling, data analysis, and market trends provides a comprehensive guide for anyone eager to learn about this essential customer marketing tool.

 

She also shares insights on the latest data from her report on B2B SaaS case studies to help you craft more informed and effective customer case studies. Tune in to learn from a seasoned professional and enhance your marketing strategy in the upcoming year!

 

Connect with Emily Amos on LinkedIn: https://www.linkedin.com/in/emilyamos/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 22 1 false Are you a customer marketer looking to develop more effective case studies in 2024? Don't miss out on our latest episode, packed with helpful insights!

 

The anatomy of successful SaaS case studies

 

Emily Amos, CEO of Uplift Content, a B2B SaaS content marketing agency, joins us to share her insights on creating successful customer case studies. Emily's expertise in storytelling, data analysis, and market trends provides a comprehensive guide for anyone eager to learn about this essential customer marketing tool.

 

She also shares insights on the latest data from her report on B2B SaaS case studies to help you craft more informed and effective customer case studies. Tune in to learn from a seasoned professional and enhance your marketing strategy in the upcoming year!

 

Connect with Emily Amos on LinkedIn: https://www.linkedin.com/in/emilyamos/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:37:02 <![CDATA[Navigating Customer Marketing with Patrick Kalie]]> Thu, 28 Sep 2023 19:49:00 +0000 impact.com e378d4d3-e278-408d-a95e-066ccdda5689 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/navigating-customer-marketing-with-patrick-kalie Welcome to another enlightening episode of The Advocacy Channel podcast! Today, we're thrilled to have customer marketing expert Patrick Kalie from Swoogo join us on the show. Patrick brings a wealth of knowledge in customer marketing and joins us today to discuss its evolution, misconceptions, and the multi-faceted roles it plays in a business. From in-person events to digital communities, Patrick provides insights into how customer marketing can be a game-changer in building and maintaining customer relationships. Join us as we explore:

  • The evolution and current trends in customer marketing.
  • The important role that both in-person and digital events play in building customer advocates.
  • Strategies for post-event engagement, including how to leverage FOMO.
  • Patrick's personal journey in customer marketing, his top learnings and advice.

Don't miss this episode, where we dive deep into the evolving world of customer marketing. Learn from Patrick's expertise on how to blend in-person events and digital communities to create lasting customer relationships.

Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrick-kalie

For more information on Swoogo: https://swoogo.events/

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 21 1 false Welcome to another enlightening episode of The Advocacy Channel podcast! Today, we're thrilled to have customer marketing expert Patrick Kalie from Swoogo join us on the show. Patrick brings a wealth of knowledge in customer marketing and joins us today to discuss its evolution, misconceptions, and the multi-faceted roles it plays in a business. From in-person events to digital communities, Patrick provides insights into how customer marketing can be a game-changer in building and maintaining customer relationships. Join us as we explore:

  • The evolution and current trends in customer marketing.
  • The important role that both in-person and digital events play in building customer advocates.
  • Strategies for post-event engagement, including how to leverage FOMO.
  • Patrick's personal journey in customer marketing, his top learnings and advice.

Don't miss this episode, where we dive deep into the evolving world of customer marketing. Learn from Patrick's expertise on how to blend in-person events and digital communities to create lasting customer relationships.

Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrick-kalie

For more information on Swoogo: https://swoogo.events/

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:38:58 <![CDATA[Aligning Customer Success & Marketing Teams]]> Thu, 15 Jun 2023 15:00:40 +0000 impact.com ce37313d-593a-40dc-98ac-430abac082d4 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/aligning-customer-success-marketing-teams Get ready for another engaging episode of The Advocacy Channel! In this episode, we welcomed Cece Lee, Chief Marketing Officer, and Lynn Pietryga, Chief Customer Officer from Enable Us onto the show. In this episode, they shared valuable insights on how marketing and customer success teams can work together to enhance customer marketing initiatives.

 

In this episode, we explore:

 

  • The inner workings of the Enable Us team and how they collaborate on customer marketing programs.
  • The role of OKRs in fostering alignment between marketing and customer success teams.
  • The importance of internal buy-in and how to nurture it.
  • The signs that indicate it's time for tighter collaboration.

 

Connect with Cece Lee on LinkedIn: https://www.linkedin.com/in/cecelee

 

Connect with Lynn Pietryga on LinkedIn: https://www.linkedin.com/in/lynnp

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 20 1 false Get ready for another engaging episode of The Advocacy Channel! In this episode, we welcomed Cece Lee, Chief Marketing Officer, and Lynn Pietryga, Chief Customer Officer from Enable Us onto the show. In this episode, they shared valuable insights on how marketing and customer success teams can work together to enhance customer marketing initiatives.

 

In this episode, we explore:

 

  • The inner workings of the Enable Us team and how they collaborate on customer marketing programs.
  • The role of OKRs in fostering alignment between marketing and customer success teams.
  • The importance of internal buy-in and how to nurture it.
  • The signs that indicate it's time for tighter collaboration.

 

Connect with Cece Lee on LinkedIn: https://www.linkedin.com/in/cecelee

 

Connect with Lynn Pietryga on LinkedIn: https://www.linkedin.com/in/lynnp

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:42:46 <![CDATA[How to Create Powerful Case Studies with Joel Klettke]]> Wed, 10 May 2023 15:00:46 +0000 impact.com f6e908b6-e782-434d-9af1-fc10a93b8480 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-create-powerful-case-studies-with-joel-klettke Welcome to another insightful episode of The Advocacy Channel!

 

We're thrilled to have Joel Klettke, founder of Case Study Buddy and a renowned specialist in case study development, join us for today’s episode. With years of experience under his belt, Joel is an expert in harnessing the power of storytelling, customer reviews, and case studies to drive business growth.

 

In today's rapidly evolving marketing landscape, it's crucial to understand how to create persuasive stories and maximize the impact of customer advocacy. Joel's expertise sheds light on the best practices for leveraging these key components in your marketing and sales efforts.

 

Listen in as we dive into a range of engaging topics, such as:

  • The critical aspects of crafting captivating case studies
  • How to make the most of customer reviews in your marketing strategy
  • The role storytelling plays in fostering trust and credibility with your audience
  • Proven methods to uncover and highlight your best customer success stories
  • Overcoming common hurdles in collecting and managing valuable customer feedback

 

Don't miss out on this opportunity to learn from a seasoned industry expert and elevate your marketing game by embracing the full potential of storytelling and customer advocacy.

 

Connect with Joel on LinkedIn: https://www.linkedin.com/in/joelklettke/

 

Check out the resource Joel mentioned to help you measure the ROI of your customer marketing and advocacy efforts: https://cmasoulmate.gumroad.com/l/cma-course

 

Check out Case Study Buddy blog posts to learn how to write effective case studies: https://casestudybuddy.com/blog

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 19 1 false Welcome to another insightful episode of The Advocacy Channel!

 

We're thrilled to have Joel Klettke, founder of Case Study Buddy and a renowned specialist in case study development, join us for today’s episode. With years of experience under his belt, Joel is an expert in harnessing the power of storytelling, customer reviews, and case studies to drive business growth.

 

In today's rapidly evolving marketing landscape, it's crucial to understand how to create persuasive stories and maximize the impact of customer advocacy. Joel's expertise sheds light on the best practices for leveraging these key components in your marketing and sales efforts.

 

Listen in as we dive into a range of engaging topics, such as:

  • The critical aspects of crafting captivating case studies
  • How to make the most of customer reviews in your marketing strategy
  • The role storytelling plays in fostering trust and credibility with your audience
  • Proven methods to uncover and highlight your best customer success stories
  • Overcoming common hurdles in collecting and managing valuable customer feedback

 

Don't miss out on this opportunity to learn from a seasoned industry expert and elevate your marketing game by embracing the full potential of storytelling and customer advocacy.

 

Connect with Joel on LinkedIn: https://www.linkedin.com/in/joelklettke/

 

Check out the resource Joel mentioned to help you measure the ROI of your customer marketing and advocacy efforts: https://cmasoulmate.gumroad.com/l/cma-course

 

Check out Case Study Buddy blog posts to learn how to write effective case studies: https://casestudybuddy.com/blog

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:47:47 <![CDATA[How to Start a Customer Education Program]]> Wed, 12 Apr 2023 15:15:26 +0000 impact.com bdcc7c89-f7c4-48f8-aad6-316a08cceada https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-start-a-customer-education-program Are you looking to build a successful customer education program but not sure where to start? This episode has got you covered!

 

For Episode 18 of The Advocacy Channel, we had the pleasure of speaking with Shannon Howard, the Director of Customer and Content Marketing at Intellum - a leading customer education platform.

 

Shannon is a customer marketing expert with years of experience building education programs for companies like The Predictive Index, the Institute for Integrative Nutrition, and Litmus. Her expertise spans from marketing to curriculum development to SaaS product management, making her the perfect person to guide us through the process of creating a successful customer education program.

 

She helps us answer questions about customer education programs like:

  • When is the best time to start one?
  • What are the top mistakes to avoid?
  • How do you use data to make better program decisions?

Tune in to learn from one of 2023's Top 100 CMA Influencers & Strategists and start developing more power users and advocates of your product.

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 18 1 false Are you looking to build a successful customer education program but not sure where to start? This episode has got you covered!

 

For Episode 18 of The Advocacy Channel, we had the pleasure of speaking with Shannon Howard, the Director of Customer and Content Marketing at Intellum - a leading customer education platform.

 

Shannon is a customer marketing expert with years of experience building education programs for companies like The Predictive Index, the Institute for Integrative Nutrition, and Litmus. Her expertise spans from marketing to curriculum development to SaaS product management, making her the perfect person to guide us through the process of creating a successful customer education program.

 

She helps us answer questions about customer education programs like:

  • When is the best time to start one?
  • What are the top mistakes to avoid?
  • How do you use data to make better program decisions?

Tune in to learn from one of 2023's Top 100 CMA Influencers & Strategists and start developing more power users and advocates of your product.

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:37:03 <![CDATA[How Customer Marketing Influences Revenue]]> Wed, 22 Feb 2023 17:27:05 +0000 impact.com f42f1492-49e9-43f8-8bf5-ec8cddd04283 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-customer-marketing-influences-revenue Welcome to a brand new year of The Advocacy Channel!

 

Our first guest of 2023 is Dana Alvarenga. As the VP of Customer Experience at SlapFive, a customer marketing and advocacy software platform, Dana has plenty of experience developing customer marketing programs and knows how to make an impact.

 

How to prove the impact of customer marketing on revenue

While it’s now more important than ever to demonstrate the value of your marketing initiatives and get buy-in from your leadership team, Dana helps us understand how you can prove your value as a customer marketer, and show what customer marketing can do for your organization.

Tune in to learn her keys to success in customer marketing, how to show that your programs are influencing revenue, and her four-step approach to building a customer program.

 

Connect with Dana on LinkedIn: www.linkedin.com/in/danaalvarenga/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 17 1 false Welcome to a brand new year of The Advocacy Channel!

 

Our first guest of 2023 is Dana Alvarenga. As the VP of Customer Experience at SlapFive, a customer marketing and advocacy software platform, Dana has plenty of experience developing customer marketing programs and knows how to make an impact.

 

How to prove the impact of customer marketing on revenue

While it’s now more important than ever to demonstrate the value of your marketing initiatives and get buy-in from your leadership team, Dana helps us understand how you can prove your value as a customer marketer, and show what customer marketing can do for your organization.

Tune in to learn her keys to success in customer marketing, how to show that your programs are influencing revenue, and her four-step approach to building a customer program.

 

Connect with Dana on LinkedIn: www.linkedin.com/in/danaalvarenga/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:29:01 <![CDATA[What’s New in Customer Marketing 2023 With Scott K Wilder]]> Thu, 29 Dec 2022 18:59:02 +0000 impact.com 0d2e927c-4eb9-4da1-8903-ed77d5505a8a https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/whats-new-in-customer-marketing-2023-with-scott-k-wilder After so many incredible discussions with customer marketing experts from all over the world, we’re delighted to welcome back special guest Scott K. Wilder to The Advocacy Channel to round out the year.

 

As the VP of Customer, Partner and Community Engagement at Base, Scott has over 20 years of experience delivering customer advocacy programs for companies like Hubspot, Google, Marketo, Coursera, and Apple.

 

Customer Marketing in 2023

 

Scott joined us in Episode 8 to help us understand several important lessons in customer advocacy and is back to discuss what's new in customer marketing and what to expect in the new year.

 

Happy holidays from everyone at The Advocacy Channel! We can’t wait to share more with you in 2023.

 

Connect with Scott on LinkedIn: https://www.linkedin.com/in/wilder/

Visit the CLG Campus: https://clgcampus.base.ai/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 16 1 false After so many incredible discussions with customer marketing experts from all over the world, we’re delighted to welcome back special guest Scott K. Wilder to The Advocacy Channel to round out the year.

 

As the VP of Customer, Partner and Community Engagement at Base, Scott has over 20 years of experience delivering customer advocacy programs for companies like Hubspot, Google, Marketo, Coursera, and Apple.

 

Customer Marketing in 2023

 

Scott joined us in Episode 8 to help us understand several important lessons in customer advocacy and is back to discuss what's new in customer marketing and what to expect in the new year.

 

Happy holidays from everyone at The Advocacy Channel! We can’t wait to share more with you in 2023.

 

Connect with Scott on LinkedIn: https://www.linkedin.com/in/wilder/

Visit the CLG Campus: https://clgcampus.base.ai/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:34:55 <![CDATA[All You Need to Know About Customer Reference Programs]]> Tue, 06 Dec 2022 16:00:27 +0000 impact.com 8d503563-9aad-496b-89fb-bbbb488abbf0 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/all-you-need-to-know-about-customer-reference-programs What do you do when a hot prospect asks for a customer reference?

Is it a last-minute dash on Slack with everyone trying to find a happy customer?

Or do you have an organized way of finding the best match?

No matter where you are between these two extremes, a customer reference program might be just what you need.

 

What you need to know about customer reference programs

To help you get started, David Sroka has joined us on The Advocacy Channel to provide his expertise. As the CEO of Point of Reference, David has years of experience helping large enterprise companies like Benevity and Amplitude run successful customer reference programs.

 

Tune in as David and Will discuss when you need a customer reference program, how to get started, what to avoid, and the importance of training your sales team.

 

Get prepared for 2023 with new strategies to leverage the power of your advocates.

 

Connect with David on LinkedIn: https://www.linkedin.com/in/pointofreference/

 

Read David’s blog article: https://www.point-of-reference.com/blog/capturing-and-keeping-cxo-engagement/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 15 1 false What do you do when a hot prospect asks for a customer reference?

Is it a last-minute dash on Slack with everyone trying to find a happy customer?

Or do you have an organized way of finding the best match?

No matter where you are between these two extremes, a customer reference program might be just what you need.

 

What you need to know about customer reference programs

To help you get started, David Sroka has joined us on The Advocacy Channel to provide his expertise. As the CEO of Point of Reference, David has years of experience helping large enterprise companies like Benevity and Amplitude run successful customer reference programs.

 

Tune in as David and Will discuss when you need a customer reference program, how to get started, what to avoid, and the importance of training your sales team.

 

Get prepared for 2023 with new strategies to leverage the power of your advocates.

 

Connect with David on LinkedIn: https://www.linkedin.com/in/pointofreference/

 

Read David’s blog article: https://www.point-of-reference.com/blog/capturing-and-keeping-cxo-engagement/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:37:44 <![CDATA[How To Build True Customer Loyalty with Matthew Barnett]]> Wed, 26 Oct 2022 15:00:11 +0000 impact.com eba19365-25be-4098-9820-b088e819e889 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-build-true-customer-loyalty-with-matthew-barnett With an increasing number of businesses offering services purely online, trying to make genuine connections with customers is only getting harder. How do you build loyalty when you’ve never even met your customers?

 

Building customer loyalty

 

To help us fill in the gap of human connection for internet businesses, we’re excited to welcome Matt Barnett to Episode 14 of The Advocacy Channel. Matt is the CEO of Bonjoro, a platform that lets you send personalized videos at the perfect time to convert more leads, onboard customers, and build customer love and loyalty.

 

Drawing on Matt’s experience helping companies develop customer loyalty with human connection, Matt and Will discuss what true customer loyalty is, how to score your advocates at each lifecycle stage and properly engage them, plus the secret sauce required to delight any customer.

 

Grab your coffee, get comfortable, and take out your notebook as there are plenty of golden nuggets from Matt that you’ll want to jot down!

 

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mbjbarnett/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 14 1 false With an increasing number of businesses offering services purely online, trying to make genuine connections with customers is only getting harder. How do you build loyalty when you’ve never even met your customers?

 

Building customer loyalty

 

To help us fill in the gap of human connection for internet businesses, we’re excited to welcome Matt Barnett to Episode 14 of The Advocacy Channel. Matt is the CEO of Bonjoro, a platform that lets you send personalized videos at the perfect time to convert more leads, onboard customers, and build customer love and loyalty.

 

Drawing on Matt’s experience helping companies develop customer loyalty with human connection, Matt and Will discuss what true customer loyalty is, how to score your advocates at each lifecycle stage and properly engage them, plus the secret sauce required to delight any customer.

 

Grab your coffee, get comfortable, and take out your notebook as there are plenty of golden nuggets from Matt that you’ll want to jot down!

 

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mbjbarnett/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:47:46 <![CDATA[BONUS: New Study Uncovers the True Value of a Referred Customer!]]> Tue, 04 Oct 2022 17:03:36 +0000 impact.com 4d280289-16da-436e-b9fd-d932b1137c10 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/bonus-new-study-uncovers-the-true-value-of-a-referred-customer Welcome to The Advocacy Channel's very first bonus episode! Today marks the one-year anniversary of the show, and what better way to mark this special occasion than to welcome back our very first guest? Rachel Gershon is the assistant professor of marketing at the Rady School of Management at the University of California, and has been uncovering fascinating insights from her research on referral programs.

Uncover the true value of a referred customer

In Episode 1, Rachel shared with us her game-changing research on the psychology of referrals and rewards, and what encourages customers to participate in your referral program. If you haven’t checked out that episode, now is a perfect time!

 

To learn even more, tune in to this bonus episode with Will and Rachel where she shares a few teaser tidbits from her not-yet published research around the value of a referred customer, and the role of rewards in social commitment.

 

We’d like to send a big thank you to our listeners for supporting The Advocacy Channel this year! We can’t wait to share even more customer marketing insights with you.

 

Connect with Rachel and find past research and keep your eyes out for this new research that will be getting published soon: https://www.rachelgershon.com/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> bonus 1 false Welcome to The Advocacy Channel's very first bonus episode! Today marks the one-year anniversary of the show, and what better way to mark this special occasion than to welcome back our very first guest? Rachel Gershon is the assistant professor of marketing at the Rady School of Management at the University of California, and has been uncovering fascinating insights from her research on referral programs.

Uncover the true value of a referred customer

In Episode 1, Rachel shared with us her game-changing research on the psychology of referrals and rewards, and what encourages customers to participate in your referral program. If you haven’t checked out that episode, now is a perfect time!

 

To learn even more, tune in to this bonus episode with Will and Rachel where she shares a few teaser tidbits from her not-yet published research around the value of a referred customer, and the role of rewards in social commitment.

 

We’d like to send a big thank you to our listeners for supporting The Advocacy Channel this year! We can’t wait to share even more customer marketing insights with you.

 

Connect with Rachel and find past research and keep your eyes out for this new research that will be getting published soon: https://www.rachelgershon.com/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:27:10 <![CDATA[What’s Next in Customer Advocacy?]]> Wed, 28 Sep 2022 15:00:00 +0000 impact.com aa8f01f2-2a44-4576-87e2-000a71962d31 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/whats-next-in-customer-advocacy As customer marketing and advocacy initiatives gain more attention and discussion across industries, you might be wondering - What’s next in customer advocacy?

 

To help us dig into the past, present, and future of customer marketing, we’re thrilled to welcome two very special guests to Episode 13 of The Advocacy Channel. Deena and Liz are the founders of Captivate Collective, an advocacy agency that works with large companies like Adobe, Sage, and Amplitude to build their customer advocacy programs and strategies. Their goal is to help companies maximize success by capturing customers with relevant and remarkable experiences, and activating them with meaningful opportunities.

 

Tune in as Deena, Liz, and host Will Fraser share advice on how to get started with your own advocacy program, how to evolve your strategy after you’ve launched your first program, and what’s next in customer advocacy.

 

Hint: It’s about unlocking advocacy for your entire customer base!

 

Connect with Deena on LinkedIn: https://www.linkedin.com/in/dzenyk/

 

Connect with Liz on LinkedIn: https://www.linkedin.com/in/lizrichardson2/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 13 1 false As customer marketing and advocacy initiatives gain more attention and discussion across industries, you might be wondering - What’s next in customer advocacy?

 

To help us dig into the past, present, and future of customer marketing, we’re thrilled to welcome two very special guests to Episode 13 of The Advocacy Channel. Deena and Liz are the founders of Captivate Collective, an advocacy agency that works with large companies like Adobe, Sage, and Amplitude to build their customer advocacy programs and strategies. Their goal is to help companies maximize success by capturing customers with relevant and remarkable experiences, and activating them with meaningful opportunities.

 

Tune in as Deena, Liz, and host Will Fraser share advice on how to get started with your own advocacy program, how to evolve your strategy after you’ve launched your first program, and what’s next in customer advocacy.

 

Hint: It’s about unlocking advocacy for your entire customer base!

 

Connect with Deena on LinkedIn: https://www.linkedin.com/in/dzenyk/

 

Connect with Liz on LinkedIn: https://www.linkedin.com/in/lizrichardson2/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:48:25 <![CDATA[How Adobe's Marketo Engage Grew Their Customer Community]]> Thu, 04 Aug 2022 16:00:53 +0000 impact.com 7f633db1-7825-4bf3-81bb-86bdd522b545 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-adobes-marketo-engage-grew-their-customer-community How does a customer marketer at a leading multimedia software company build brand advocates, and drive loyalty, retention, and ongoing demand? Hear it straight from the source as we welcome Kevin Lau, Global Head of Customer Advocacy at Adobe to episode 12 of The Advocacy Channel.

 

Growing customer communities through a merger and acquisition

 

With over 12 years of experience as an industry thought leader in customer advocacy and lifecycle marketing, Kevin is a well-known expert in the customer marketing space with a wealth of knowledge, experience, and tactical insights to share. Hear host Will Fraser and Kevin discuss his journey as a customer marketer, how he maintained and even grew the Marketo community through a merger and acquisition, his top tips for marketers building advocacy programs, and much more.

 

Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinkennethlau/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 12 1 false How does a customer marketer at a leading multimedia software company build brand advocates, and drive loyalty, retention, and ongoing demand? Hear it straight from the source as we welcome Kevin Lau, Global Head of Customer Advocacy at Adobe to episode 12 of The Advocacy Channel.

 

Growing customer communities through a merger and acquisition

 

With over 12 years of experience as an industry thought leader in customer advocacy and lifecycle marketing, Kevin is a well-known expert in the customer marketing space with a wealth of knowledge, experience, and tactical insights to share. Hear host Will Fraser and Kevin discuss his journey as a customer marketer, how he maintained and even grew the Marketo community through a merger and acquisition, his top tips for marketers building advocacy programs, and much more.

 

Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinkennethlau/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:44:02 <![CDATA[How to Turn Customers into Advocates with Leslie Barrett]]> Wed, 15 Jun 2022 14:30:09 +0000 impact.com 9c4eb7d6-39b0-4da2-a729-8dca12387bcd https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-turn-customers-into-advocates-with-leslie-barrett Are you itching for more real-world advice from experts in customer marketing who continue to innovate and educate? So were we! Welcome to Episode 11 of The Advocacy Channel with special guest Leslie Barrett from Sendoso.

 

How to turn customers into advocates from the beginning of the customer journey

 

As the Director of Customer Marketing and Advocacy at Sendoso, the leading sending platform for personalized gifts, branded swag, eGifts, and more, Leslie is passionate about the power of customer advocacy. In this episode, learn about her journey to becoming an award-winning customer marketer, her approach to developing advocates from the beginning of the customer journey, and the important lessons she’s learned along the way. Tune in to hear Leslie’s invaluable knowledge, experience, and tactical insights to boost your own success in customer marketing.

 

Connect with Leslie on LinkedIn: https://www.linkedin.com/in/lesliebarrett0821/

 

Find Leslie on TikTok: https://www.tiktok.com/@cmasoulmate

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 11 1 false Are you itching for more real-world advice from experts in customer marketing who continue to innovate and educate? So were we! Welcome to Episode 11 of The Advocacy Channel with special guest Leslie Barrett from Sendoso.

 

How to turn customers into advocates from the beginning of the customer journey

 

As the Director of Customer Marketing and Advocacy at Sendoso, the leading sending platform for personalized gifts, branded swag, eGifts, and more, Leslie is passionate about the power of customer advocacy. In this episode, learn about her journey to becoming an award-winning customer marketer, her approach to developing advocates from the beginning of the customer journey, and the important lessons she’s learned along the way. Tune in to hear Leslie’s invaluable knowledge, experience, and tactical insights to boost your own success in customer marketing.

 

Connect with Leslie on LinkedIn: https://www.linkedin.com/in/lesliebarrett0821/

 

Find Leslie on TikTok: https://www.tiktok.com/@cmasoulmate

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:41:32 <![CDATA[When to Launch Your Customer Advocacy Program]]> Fri, 20 May 2022 17:00:21 +0000 impact.com 10abee2f-1c01-4867-ad52-9cf26302416e https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/when-to-launch-your-customer-advocacy-program How do you know it’s the right time to start a customer advocacy program? How can you tell if a customer is ready to participate? What can you learn when asking them to join your program? To help answer these questions, we welcome a seasoned customer advocacy expert to The Advocacy Channel for our 10th episode.

 

How to identify when to start your customer advocacy program

 

Pablo Fernandes is the Product Manager and Head of Consulting Services for Customer Advocacy at Wings4U, an organization that helps B2B tech companies close more deals faster by leveraging the voice of their customers. Host Will Fraser chats with Pablo about identifying your advocates and how to measure the impact and success of your program.

 

Connect with Pablo on LinkedIn: https://www.linkedin.com/in/pablofernandesbr/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 10 1 false How do you know it’s the right time to start a customer advocacy program? How can you tell if a customer is ready to participate? What can you learn when asking them to join your program? To help answer these questions, we welcome a seasoned customer advocacy expert to The Advocacy Channel for our 10th episode.

 

How to identify when to start your customer advocacy program

 

Pablo Fernandes is the Product Manager and Head of Consulting Services for Customer Advocacy at Wings4U, an organization that helps B2B tech companies close more deals faster by leveraging the voice of their customers. Host Will Fraser chats with Pablo about identifying your advocates and how to measure the impact and success of your program.

 

Connect with Pablo on LinkedIn: https://www.linkedin.com/in/pablofernandesbr/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:50:15 <![CDATA[How to Gather Authentic Customer Stories]]> Thu, 14 Apr 2022 15:00:00 +0000 impact.com a5589fd7-3dcc-448b-83ac-a84b6a55cea4 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-gather-authentic-customer-stories Did you know that 78% of people trust online product reviews just as much as a recommendation from a friend or a family member? So how do you go about capturing and sharing customer testimonials in a way that helps you reach new prospects and convert more leads?


How to collect authentic customer stories


To help, we’re excited to welcome Lauren Locke-Paddon to The Advocacy Channel. Lauren is a customer advocacy expert with over 12 years experience, and is the VP of customer success and marketing at Vocal Video - a video marketing platform that lets you easily capture and share video testimonials from your customers, partners, and employees.


Join host Will Fraser as he and Lauren dig into the importance of authentic customer stories, how customer success and marketing can work together on customer advocacy initiatives, how to get started on building your library of customer stories, and much more!


Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenlockepaddon/
Check out Vocal Video: https://vocalvideo.com/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com


Data source: https://review42.com/resources/online-reviews-statistics/

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 9 1 false Did you know that 78% of people trust online product reviews just as much as a recommendation from a friend or a family member? So how do you go about capturing and sharing customer testimonials in a way that helps you reach new prospects and convert more leads?


How to collect authentic customer stories


To help, we’re excited to welcome Lauren Locke-Paddon to The Advocacy Channel. Lauren is a customer advocacy expert with over 12 years experience, and is the VP of customer success and marketing at Vocal Video - a video marketing platform that lets you easily capture and share video testimonials from your customers, partners, and employees.


Join host Will Fraser as he and Lauren dig into the importance of authentic customer stories, how customer success and marketing can work together on customer advocacy initiatives, how to get started on building your library of customer stories, and much more!


Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenlockepaddon/
Check out Vocal Video: https://vocalvideo.com/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com


Data source: https://review42.com/resources/online-reviews-statistics/

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:45:57 <![CDATA[Expert Customer Marketing Advice with Scott K. Wilder]]> Fri, 18 Mar 2022 17:00:00 +0000 impact.com 7ac68cbf-751c-42ea-a230-644b33048c24 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/expert-customer-marketing-advice-with-scott-k-wilder Welcome to Episode 8 of The Advocacy Channel!

 

Today we’re joined by Scott K. Wilder - an advisor to global technology companies with over 20 years of experience developing customer advocacy programs for brands like HubSpot, Google, Marketo, and Coursera.

 

Scott’s extensive experience in customer marketing has inspired him to develop and share ways that marketing and product teams can work together and learn from each other to help customers find more value and more success with a company’s products.

 

Expert advice on customer marketing

 

Tune in as Will and Scott discuss the importance of coordination between teams to drive customer centricity, how to leverage a product approach to customer marketing, and how customer advocacy doesn't only include the customer but also involves your employees.

 

Connect with Scott on LinkedIn:

https://www.linkedin.com/in/wilder/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 8 1 false Welcome to Episode 8 of The Advocacy Channel!

 

Today we’re joined by Scott K. Wilder - an advisor to global technology companies with over 20 years of experience developing customer advocacy programs for brands like HubSpot, Google, Marketo, and Coursera.

 

Scott’s extensive experience in customer marketing has inspired him to develop and share ways that marketing and product teams can work together and learn from each other to help customers find more value and more success with a company’s products.

 

Expert advice on customer marketing

 

Tune in as Will and Scott discuss the importance of coordination between teams to drive customer centricity, how to leverage a product approach to customer marketing, and how customer advocacy doesn't only include the customer but also involves your employees.

 

Connect with Scott on LinkedIn:

https://www.linkedin.com/in/wilder/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:40:08 <![CDATA[How to Build an Engaging Customer Feedback Program]]> Wed, 16 Feb 2022 16:00:00 +0000 impact.com fda64c99-fba4-44be-b42f-ed9b6833da1c https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-build-an-engaging-customer-feedback-program As marketing technology continues to evolve, there’s a bigger shift towards more customer-centric products and platforms. Companies are focusing on engaging their customers, and listening to and prioritizing their feedback to create better product experiences and stronger relationships.

 

Learn how to build an engaging customer feedback program

 

To help us understand what this looks like in practice, we’re excited to welcome guest Ozkan Demir to The Advocacy Channel. As the CEO and Co-Founder of Pisano, an all-in-one customer experience management platform, Ozkan helps us uncover what feedback loops are, how to collect the best feedback from your customers, and how to actually use that feedback to build stronger, more profitable relationships with them.

 

If you’re wondering how to start collecting and using customer feedback in your organization, this is one episode you don’t want to miss!

 

Connect with Ozkan on LinkedIn:

https://www.linkedin.com/in/ozkanaykutdemir/

 

Check out the Pisano Academy here: https://www.pisano.com/academy/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 7 1 false As marketing technology continues to evolve, there’s a bigger shift towards more customer-centric products and platforms. Companies are focusing on engaging their customers, and listening to and prioritizing their feedback to create better product experiences and stronger relationships.

 

Learn how to build an engaging customer feedback program

 

To help us understand what this looks like in practice, we’re excited to welcome guest Ozkan Demir to The Advocacy Channel. As the CEO and Co-Founder of Pisano, an all-in-one customer experience management platform, Ozkan helps us uncover what feedback loops are, how to collect the best feedback from your customers, and how to actually use that feedback to build stronger, more profitable relationships with them.

 

If you’re wondering how to start collecting and using customer feedback in your organization, this is one episode you don’t want to miss!

 

Connect with Ozkan on LinkedIn:

https://www.linkedin.com/in/ozkanaykutdemir/

 

Check out the Pisano Academy here: https://www.pisano.com/academy/

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:33:20 <![CDATA[How Fiverr Builds Connections with Customers]]> Wed, 26 Jan 2022 15:00:00 +0000 impact.com 1fe4d6bd-9704-48ef-9459-9caa1bd08ab2 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-fiverr-builds-connections-with-customers Welcome to our first episode of 2022! We’re excited to kick-off the new year with special guest Trisha Diamond, Director of Customer Success at Fiverr. With over 15 years of experience developing resources and support programs for customers to drive client satisfaction and retention, Trisha shares her unique approach to building genuine customer connections in a double-sided marketplace.

 

How to connect with customers:

 

Plus, we get an inside look at how she helped build the customer success department at Fiverr from the ground up. If you’re trying to drive a customer success department in your organization or just improve your customer relationships, tune in as Trisha and host Will Fraser discuss how customer success can best work with other departments and build long-term relationships with your brand’s top users.

 

Connect with Trisha on LinkedIn:

https://www.linkedin.com/in/trishadiamond/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 6 1 false Welcome to our first episode of 2022! We’re excited to kick-off the new year with special guest Trisha Diamond, Director of Customer Success at Fiverr. With over 15 years of experience developing resources and support programs for customers to drive client satisfaction and retention, Trisha shares her unique approach to building genuine customer connections in a double-sided marketplace.

 

How to connect with customers:

 

Plus, we get an inside look at how she helped build the customer success department at Fiverr from the ground up. If you’re trying to drive a customer success department in your organization or just improve your customer relationships, tune in as Trisha and host Will Fraser discuss how customer success can best work with other departments and build long-term relationships with your brand’s top users.

 

Connect with Trisha on LinkedIn:

https://www.linkedin.com/in/trishadiamond/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:22:51 <![CDATA[How to Get Buy-in for Your Customer Advocacy Program]]> Wed, 15 Dec 2021 15:00:00 +0000 impact.com cc9b850b-3ca9-455b-9a7b-d878a045f716 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-get-buy-in-for-your-customer-advocacy-program Wondering how to get started with a customer advocacy program in your organization?

 

Whether you’re a marketer, product manager, or growth leader eager to bring customer advocacy projects to your 2022 strategy, it can be difficult to understand how to get started and earn support from the rest of your team. This is why we’re excited to welcome Jon Ashley to The Advocacy Channel. With over 20 years of experience developing customer advocacy programs for large companies in the UK, Jon brings a wealth of valuable knowledge and advice when it comes to kicking off a customer advocacy project.

 

In our final episode before the New Year, Jon and host Will Fraser break down how you can get company buy-in for your customer advocacy program, how to set realistic expectations and goals, and what to consider for the best results.

 

Connect with Jon on LinkedIn:

https://www.linkedin.com/in/jonashley/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

 

]]> full 5 1 false Wondering how to get started with a customer advocacy program in your organization?

 

Whether you’re a marketer, product manager, or growth leader eager to bring customer advocacy projects to your 2022 strategy, it can be difficult to understand how to get started and earn support from the rest of your team. This is why we’re excited to welcome Jon Ashley to The Advocacy Channel. With over 20 years of experience developing customer advocacy programs for large companies in the UK, Jon brings a wealth of valuable knowledge and advice when it comes to kicking off a customer advocacy project.

 

In our final episode before the New Year, Jon and host Will Fraser break down how you can get company buy-in for your customer advocacy program, how to set realistic expectations and goals, and what to consider for the best results.

 

Connect with Jon on LinkedIn:

https://www.linkedin.com/in/jonashley/

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

 

]]> 00:42:54 <![CDATA[How to Align Product and Marketing Teams with Maria Cuasay]]> Wed, 01 Dec 2021 15:00:00 +0000 impact.com 2041e48f-2eb3-4e54-8553-98db036f72a8 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/how-to-align-product-and-marketing-teams-with-maria-cuasay As a marketer in the 21st century, you’ve likely come across the term “growth marketing” before. While it’s gotten a lot of buzz, not many people actually take the time to break it down or understand what it means and compare it to related areas like product growth.

 

This is why we’re excited to welcome Maria Cuasay to The Advocacy Channel. Maria has over 10 years of experience working on growth and customer marketing programs, and is currently the Principal Product Manager of growth at Ancestry.

 

How to align product and marketing teams:

 

Tune in as Maria and host Will Fraser discuss how growth marketers can best work with product teams, and even make the switch from marketing to product growth. Maria shares what she’s learned about how to best align product and marketing teams, and gives valuable advice for running a successful referral program based on her time at the top ride-sharing app Lyft.

 

Connect with Maria on LinkedIn: ⁠https://www.linkedin.com/in/mariacuasay/⁠ 

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 4 1 false As a marketer in the 21st century, you’ve likely come across the term “growth marketing” before. While it’s gotten a lot of buzz, not many people actually take the time to break it down or understand what it means and compare it to related areas like product growth.

 

This is why we’re excited to welcome Maria Cuasay to The Advocacy Channel. Maria has over 10 years of experience working on growth and customer marketing programs, and is currently the Principal Product Manager of growth at Ancestry.

 

How to align product and marketing teams:

 

Tune in as Maria and host Will Fraser discuss how growth marketers can best work with product teams, and even make the switch from marketing to product growth. Maria shares what she’s learned about how to best align product and marketing teams, and gives valuable advice for running a successful referral program based on her time at the top ride-sharing app Lyft.

 

Connect with Maria on LinkedIn: ⁠https://www.linkedin.com/in/mariacuasay/⁠ 

 

Connect with us:

 

Have a question? Suggestion? Email us at advocacychannel@impact.com

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]]> 00:42:42 <![CDATA[Adapting to Rising Acquisition Costs with Rory Capern]]> Wed, 17 Nov 2021 15:00:00 +0000 impact.com 0318de7f-d874-4405-b391-92ec1a1d378e https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/adapting-to-rising-acquisition-costs-with-rory-capern 2020 made many marketing tactics more complicated, and customer acquisition costs were no exception.

 

While it’s no secret to anyone who has managed a paid ads campaign before, a 2019 report from Profitwell indicated that customer acquisition costs for both B2C and B2B have increased nearly 60% compared to five years ago. Competition in the online ad space has been growing for many years due to increased saturation and new channels filled with content. The pandemic that defined most of 2020 only added fuel to this fire, causing digital advertising costs to continue rising as nearly all businesses were forced to transition online.

 

As a marketer, how do you adapt?

 

Today we’re joined by Rory Capern, advisor to Canadian SaaS companies with over 20 years of executive leadership experience at companies like Google, Twitter, and Microsoft. Rory and host Will Fraser discuss market trends and how you can focus on marketing adaptation to combat rapidly increasing customer acquisition costs. They also explore creative approaches to customer acquisition and how to get the most value out of the customers you already have.

 

Connect with Rory:

 

Want to learn more about customer marketing?

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 3 1 false 2020 made many marketing tactics more complicated, and customer acquisition costs were no exception.

 

While it’s no secret to anyone who has managed a paid ads campaign before, a 2019 report from Profitwell indicated that customer acquisition costs for both B2C and B2B have increased nearly 60% compared to five years ago. Competition in the online ad space has been growing for many years due to increased saturation and new channels filled with content. The pandemic that defined most of 2020 only added fuel to this fire, causing digital advertising costs to continue rising as nearly all businesses were forced to transition online.

 

As a marketer, how do you adapt?

 

Today we’re joined by Rory Capern, advisor to Canadian SaaS companies with over 20 years of executive leadership experience at companies like Google, Twitter, and Microsoft. Rory and host Will Fraser discuss market trends and how you can focus on marketing adaptation to combat rapidly increasing customer acquisition costs. They also explore creative approaches to customer acquisition and how to get the most value out of the customers you already have.

 

Connect with Rory:

 

Want to learn more about customer marketing?

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:45:47 <![CDATA[Top Strategies for Building Customer Advocacy with Guest Rebecca Kapler]]> Thu, 04 Nov 2021 14:00:00 +0000 impact.com b36e2dca-0e9f-46f3-8076-b41922a5fe9b https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/top-strategies-for-building-customer-advocacy-with-guest-rebecca-kapler Wondering how to build a customer advocacy program in your organization? To help, we invited Rebecca Kapler to join us as a special guest on the show. Rebecca is the Marketing Manager at Jobber—an award-winning business management software for small home service businesses. She has led many successful customer advocacy programs that have directly contributed to Jobber's explosive growth over the last few years. In this episode, Will chats with Rebecca to understand how she leverages these customer advocacy programs to build strong customer advocacy, why it's important, and how it contributes to Jobber's continued success. Rebecca shares tips for anyone new to building a customer advocacy program in their organization, what to keep in mind when planning your 2022 marketing strategy, and more! Listen to the full episode or keep reading to learn our favorite takeaways from the episode that will help elevate your customer advocacy strategy.

Tips for Building Customer Advocacy

Communicate with your customers! When it comes to building customer advocacy and creating a referral-worthy product or service, it’s important to understand the needs of your customers so you can better engage them with relevant and desirable products and offerings. While it’s tempting to make assumptions about your audience, no one knows your customers better than your customers! Rebecca highlights the importance of actively communicating with your customers to eliminate the guesswork and be confident that your selected initiatives will make a difference. Even a quick 15-minute call with 3 to 5 of your customers can go a long way. Leverage your connections While conversations around customer advocacy and customer marketing are quickly gaining traction, they are still relatively new topics in the marketing world. This means you may not find a step-by-step handbook on how to build a customer advocacy program with years of data and proven research to back it up. Rebecca notes the importance of reaching out to connections—both inside and outside your company—to gain different perspectives and ideas to help you.

Scale when you can While there is certainly a time and place for personalized, non-scalable interactions with customers, Rebecca reminds us that too much manual work will prevent you from scaling effectively.

Advice for 2022 With the new year less than two months away, it’s time to start thinking about your marketing strategy for 2022. We asked Rebecca what insights she has to help with planning for the new year and making it a successful one for both your brand and your customers. She shared two valuable tips: Don’t underestimate the power of customer advocacy. Customer advocacy is something everyone in your organization can play a role in. Want to know more? To hear even more insights from Rebecca, listen to the full episode! Special thanks to Rebecca Kapler for being on the show! Connect with Rebecca: ⁠https://www.linkedin.com/in/rebeccakapler/⁠ Check out Jobber: ⁠https://getjobber.com/⁠

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore

]]> full 2 1 false Wondering how to build a customer advocacy program in your organization? To help, we invited Rebecca Kapler to join us as a special guest on the show. Rebecca is the Marketing Manager at Jobber—an award-winning business management software for small home service businesses. She has led many successful customer advocacy programs that have directly contributed to Jobber's explosive growth over the last few years. In this episode, Will chats with Rebecca to understand how she leverages these customer advocacy programs to build strong customer advocacy, why it's important, and how it contributes to Jobber's continued success. Rebecca shares tips for anyone new to building a customer advocacy program in their organization, what to keep in mind when planning your 2022 marketing strategy, and more! Listen to the full episode or keep reading to learn our favorite takeaways from the episode that will help elevate your customer advocacy strategy.

Tips for Building Customer Advocacy

Communicate with your customers! When it comes to building customer advocacy and creating a referral-worthy product or service, it’s important to understand the needs of your customers so you can better engage them with relevant and desirable products and offerings. While it’s tempting to make assumptions about your audience, no one knows your customers better than your customers! Rebecca highlights the importance of actively communicating with your customers to eliminate the guesswork and be confident that your selected initiatives will make a difference. Even a quick 15-minute call with 3 to 5 of your customers can go a long way. Leverage your connections While conversations around customer advocacy and customer marketing are quickly gaining traction, they are still relatively new topics in the marketing world. This means you may not find a step-by-step handbook on how to build a customer advocacy program with years of data and proven research to back it up. Rebecca notes the importance of reaching out to connections—both inside and outside your company—to gain different perspectives and ideas to help you.

Scale when you can While there is certainly a time and place for personalized, non-scalable interactions with customers, Rebecca reminds us that too much manual work will prevent you from scaling effectively.

Advice for 2022 With the new year less than two months away, it’s time to start thinking about your marketing strategy for 2022. We asked Rebecca what insights she has to help with planning for the new year and making it a successful one for both your brand and your customers. She shared two valuable tips: Don’t underestimate the power of customer advocacy. Customer advocacy is something everyone in your organization can play a role in. Want to know more? To hear even more insights from Rebecca, listen to the full episode! Special thanks to Rebecca Kapler for being on the show! Connect with Rebecca: ⁠https://www.linkedin.com/in/rebeccakapler/⁠ Check out Jobber: ⁠https://getjobber.com/⁠

 

Connect with us:

Have a question? Suggestion? Email us at advocacychannel@impact.com

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:38:00 <![CDATA[Optimizing Referral Reward Structures with Rachel Gershon]]> Mon, 18 Oct 2021 22:12:00 +0000 impact.com 36e92bd0-198e-417d-bee4-1b0e6a9dbd97 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/optimizing-referral-reward-structures-with-rachel-gershon Can a single-sided referral program be as effective as a double-sided program? Should you reward the referring customer, the referred user, or both?

 

In this episode, we’re thrilled to welcome Rachel Gershon, an assistant professor of marketing at the Rady School of Management, University of California, San Diego. Rachel specializes in consumer behavior and human decision-making. Her published article, 'Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs,' delves into the psychology of referral rewards and what motivates customers to engage in referral programs.

 

Host Will Fraser chats with Rachel about her groundbreaking research on referral rewards structure. They explore insights and strategies for designing a referral program that converts, whether it's a single-sided or double-sided program.

 

Connect with Rachel:

Visit her website: ⁠www.rachelgershon.com⁠

 

Connect with us:

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> full 1 1 false Can a single-sided referral program be as effective as a double-sided program? Should you reward the referring customer, the referred user, or both?

 

In this episode, we’re thrilled to welcome Rachel Gershon, an assistant professor of marketing at the Rady School of Management, University of California, San Diego. Rachel specializes in consumer behavior and human decision-making. Her published article, 'Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs,' delves into the psychology of referral rewards and what motivates customers to engage in referral programs.

 

Host Will Fraser chats with Rachel about her groundbreaking research on referral rewards structure. They explore insights and strategies for designing a referral program that converts, whether it's a single-sided or double-sided program.

 

Connect with Rachel:

Visit her website: ⁠www.rachelgershon.com⁠

 

Connect with us:

Loving this show? Explore impact.com's other podcasts packed with insights:

]]> 00:39:45 <![CDATA[Introducing The Advocacy Channel!]]> Mon, 04 Oct 2021 16:57:37 +0000 impact.com 3fa6394c-ed38-4594-9346-efbf90519130 https://the-advocacy-channel-a-customer-marketing-podcast.castos.com/episodes/introducing-the-advocacy-channel Welcome to The Advocacy Channel: A Customer Marketing Podcast!


In this debut episode, producer Zoe Millette sits down with host Will Fraser to get you acquainted and share more on what you can expect from the show. Get to know Will, his experience in the customer marketing space, and what makes The Advocacy Channel unique.


As one of the first podcasts dedicated to customer marketing, we’re excited to bring you authentic, actionable insights and advice from researchers, product developers, customer marketers, and industry experts across the globe. Make sure to subscribe so you don’t miss an episode!


Connect with us:

]]> full 1 false Welcome to The Advocacy Channel: A Customer Marketing Podcast!


In this debut episode, producer Zoe Millette sits down with host Will Fraser to get you acquainted and share more on what you can expect from the show. Get to know Will, his experience in the customer marketing space, and what makes The Advocacy Channel unique.


As one of the first podcasts dedicated to customer marketing, we’re excited to bring you authentic, actionable insights and advice from researchers, product developers, customer marketers, and industry experts across the globe. Make sure to subscribe so you don’t miss an episode!


Connect with us:

]]> 00:03:44