The Advocacy Channel: A Customer Marketing Podcast

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...

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...

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, U...

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 act...

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 prog...

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 in...

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 advoc...

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 la...

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,...

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 in...

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 pro...

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 shed...

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 busi...

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, a...

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, Patric...

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 worki...

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 evolvi...

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 ed...

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...

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,...

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, D...

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 i...

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 p...

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 t...

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 thou...