The Advocacy Channel: A Customer Marketing Podcast

In our conversation with Joel, we delved into essential topics around creating effective case studies for growth. We touched upon the importance of identifying the right customers for case studies, crafting a compelling narrative that resonates with your target audience, and implementing a seamless, efficient process for case study development.

In this episode, we dive deep into conversation with Shannon Howard, a seasoned customer marketing expert, as she unpacks her extensive knowledge and offers valuable insights from her diverse experience in marketing, curriculum development, and SaaS product management, to guide us through the intricacies of creating a successful customer education program.

Our first guest of 2023 is Dana Alvarenga. Dana helps us understand how you can prove your value as a customer marketer. Tune in to learn her keys to success in customer marketing, how to show that your programs influence revenue, and her four-step approach to building a customer program.

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 finish the year. Scott is back to discuss what's new in customer marketing and what to expect in the new year.

What do you do when a hot prospect asks for a customer reference? To help you get started, David Sroka has joined us on the show to provide his expertise. 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.

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.

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 Deena and Liz.

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, the former Global Head of Customer Advocacy at Adobe's Marketo Engage to episode 12.

Welcome to Episode 11 with guest Leslie Barrett from Sendoso. 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.

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, Pablo Fernandes.

In this ninth episode, 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!

In this episode 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.

In this episode guest Ozkan Demir, the CEO and Co-Founder of Pisano, 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.

In our first episode of 2022, Trisha Diamond, Director of Customer Success at Fiverr, shares her unique approach to building genuine customer connections. Plus, we get an inside look at how she built Fiverr's CS department from the ground up.

In our final episode of 2021, Jon Ashley and host Will Fraser break down how you can get company buy-in for your customer advocacy initiatives, how to set realistic expectations and goals, and what to consider for the best results.

In this episode Maria Cuasay, Product Growth Manager at Ancestry, and host Will Fraser discuss how growth marketers can best work with product teams to scale their product and delight their customers.

Guest Rory Capern and host Will Fraser discuss market trends, and how you can adjust your marketing strategy to combat rapidly increasing customer acquisition costs.

In this episode, Will chats with guest Rebecca Kapler, Customer Marketing Manager at Jobber, to understand how she leverages different programs to build customer advocacy, why it's important, and how it contributes to Jobber's continued success.

In this episode, Will chats with Rachel Gershon, the assistant professor of marketing at the University of California, about her innovative and game-changing research on referral program reward structure!