Customer Champions

Customer marketing can’t run on dashboards alone. It has to run on signals. Danielle Beeken , Director of Customer Marketing, breaks down how the best teams spot intent before it shows up in NPS or renewal risk. Instead of blasting the same advocacy asks to everyone, Danielle shares how to read behavior, relationship, and community signals to know who’s ready, what to ask, and when to act. From id...

Net revenue retention doesn’t get fixed at renewal, it’s shaped long before the deal is signed. In this episode, Tyler Calder , Chief Marketing Officer at PartnerStack , breaks down why NRR starts with marketing and how poor pipeline quality quietly creates churn months later. Drawing from hard-earned lessons across B2B, partnerships, and customer marketing, Tyler explains why targeting the right...

Demand gen and customer marketing are often seen as separate. But what happens when they work as one? Rodrigo Souto , Senior Director of Demand Generation at Zappi and former customer marketing leader at HubSpot, shares lessons from a career leading global programs across advocacy, PLG, and demand. At HubSpot, he built a unique playbook for tying customer marketing to revenue by connecting proof,...

Customer advocacy is often measured like demand gen, but what if it’s closer to brand? Lauren Turner , CEO and Founder of CustomerCentrx , explains why advocacy is a long-term play, how communities can unlock retention rates as high as 99%, and why even unhappy customers can become your strongest allies when they feel heard. She also zooms into the importance of breaking down silos between marketi...

Customer success and customer marketing are often seen as separate functions. But what happens when they work as one? Emily Cid , Senior Director of Customer Success at Champion , shares her journey from account executive to customer advocacy leader, offering an inside look at what it takes to build human-first, revenue-aligned teams. With experience across sales, success, and marketing, Emily rev...

Customer marketing is about turning your happiest customers into your biggest growth engine. Taylor Bogar , founder of Social Animal , shares how she helps B2B brands build community-driven marketing strategies that generate real revenue. With a wealth of experience leading customer marketing at Apollo and Chili Piper, Taylor explains how to design advocacy programs that go beyond post-sale activi...

Customer marketing is about creating meaningful connections with customers and building advocacy programs that drive business growth. Brittnee Dawson , Director of Customer Marketing at AlphaSense , shares her expertise in the world of customer marketing and building impactful advocacy programs. With over a decade of experience, Brittnee discusses her journey from product management to customer ma...

Customer trust is built through life cycle marketing. JoAnne Baldwin , Senior Manager of Customer Lifecycle Marketing at Bitly , shares her journey in customer marketing and how she’s transformed onboarding programs into revenue-driving engines. She discusses the importance of building cross-functional relationships, creating programs that feel human, and the power of truly understanding the custo...

Customer marketing is all about turning your customers into champions who help drive growth. Taylor Page , Director of Customer and Growth Marketing at Kong , shares her journey in customer marketing and why having a broad skill set can be so valuable. She shares how to create effective advocacy programs, how to get sales and marketing teams working together, and why it’s so important to keep the...

If customers don’t know how to use your product, they won’t stick around—and they definitely won’t advocate. Shannon Howard , Director of Customer and Content Marketing at Intellum , shares why customer education is one of the most overlooked drivers of growth. She explains how aligning customer education with marketing creates a stronger strategy. Education delivers the content that drives behavi...

Hi, I’m Jeff Reekers, CEO of Champion, and I’m excited to welcome you to Customer Champions, the podcast where we explore how the best marketers turn their customers into powerful growth engines. In each episode, I’ll explore customer advocacy and why it’s the game-changing strategy that can unlock budgets, improve ROI, and create real impact for your business. If you’re looking to learn how to tu...