Explore every episode of the podcast State of Customer Storytelling

In this episode of the State of Customer Storytelling podcast, DailyPay Director of Client Advocacy Maria Braune shares how to truly listen to your customers and get the best testimonials possible.

In this episode of the State of Customer Storytelling podcast, Chief Outsiders Partner and CMO Jeff Loeb shares how to gather customer insights and share them with the rest of your team.

In this episode of the State of Customer Storytelling podcast, Airtable Customer Marketing Programs lead Valeria Gomez shares how to show love to your customers the way you want them to show love to your company.

In this episode of the State of Customer Storytelling podcast, Enable Us Chief Marketing Officer Cece Lee and Chief Customer Officer Lynn Pietryga share how to set a strategy for your customer content program.

In this episode of the State of Customer Storytelling podcast, the Founder of grwth.co, Mosheh Poltorak, joins to talk about what is needed when starting a customer marketing program.

In this episode of the State of Customer Storytelling podcast, Mike Jeffs, Customer Marketing Director at Mavenlink (which is now part of Kantata), talks about cross-functional customer marketing and case deflection.

In this episode of the State of Customer Storytelling podcast, Ari Hoffman, Global Director of Customer Advocacy at Crowdvocate, talks about the art of making friends for a living.

In this episode of the State of Customer Storytelling podcast, the Head of Marketing at GetAccept, Tara Pawlak, breaks down what she thinks is wrong with the generally-accepted definition of customer marketing.

In this episode of the State of Customer Storytelling podcast, Emma Miller-Crimm, Head of Customer Marketing at Snapdocs, breaks down the process of how she built a customer marketing strategy from the ground up. Originally, she used traditional channel marketing but then she saw the potential in customer marketing and changed her whole strategy.

In this episode of the State of Customer Storytelling podcast, Scott Grimes, Founder, and Andru Creighton, Head of Sales at Orca sit down to talk about the benefits of having customer advocacy software.

In this episode of the Customer Storytelling podcast, Lifecycle Marketing Manager at Permutive, Robbert van der Pluijm, sits down to talk about the best practices for interacting with customers and getting great stories from them.

Digging into "gifting" through the case study and testimonial journey, with Leslie Barrett of Sendoso.

Our guest today is Gabi Contreras, Customer Marketing Manager at Observe.AI. Gabi and I talk about building great relationships with your customers and the one thing keeping many of us from making more sales. We also talk about customer exchange sessions, how to build value quickly, repackaging existing content, and arming your sales team with tools to get more sales faster.

Today on the show we’re talking with Evan Jacobs, Head of Customer Marketing at Chainalysis. Evan shares tips on partnering with your customer success team and being a bridge between marketing and customer success. We talk about capturing customer stories in traditionally challenging industries, the power of video, creating atomized, snackable content, and much more.

Our guest on Today’s show is Scott K. Wilder, Global head of Customer Engagement and Community at HubSpot. In today’s episode Scott and I talk about the idea of customer-led growth, and why humanizing a brand is so powerful. We also talk about co-designing your advocacy program with your customers, how to get started with advocacy—particularly with smaller companies—and much more.

Today on the show we have a fantastic guest. Virginia Bryant is Director of Customer Marketing at GitHub. Virginia and I talk about turning your marketing assets into content across multiple formats, and how to deliver the most value through that content. We talk about the importance of video as a marketing tool and its powerful ability to resonate emotionally with your customers.

Today I’m speaking with Adam New-Waterson, a Fractional Executive at HYE Partners. Adam and I talk about the tradeoffs between short-form and long-form content, and why long-form content is still important. We discuss the best time to capture customer content, and how to use that content to expand into new markets.

My guest today is Emily Amos. She is the Founder at Uplift Content. Uplift Content is a boutique B2B SaaS content creation studio. Uplift Content has a track record of success with high-growth companies like Okta, LeanData, ON24, and many others. On today’s show we talk about why you should break up your customer stories into different pieces of micro content. We talk about the buyer’s journey and the nuances of customer storytelling throughout their journey. We also discuss interview tips and trends, why first impressions matter, and why quality and authenticity aren’t mutually exclusive.

In this episode I talk with Jeff Gabel, Customer Advocacy Lead at ServiceNow. Jeff and I talk about the focus on human stories and why they are more important than ever. We talk about understanding the different personas in your advocacy program, and letting customers find out what drives them. Jeff tells us how to make reference calls a two-way exchange of value, and why being cross-functional with your sales and marketing teams leads to a better understanding of their roles in the process.

With me today on the show is James Lustenader, Senior Customer Advocacy Manager at Planview. I talk with James about how micro-content video testimonials are revolutionizing traditional sales funnels. James shares his thoughts on the persuasion power of customer videos, how to capture great customer testimonials in a virtual setting, what metrics to look at to measure your strategies’ effectiveness, and much more.

My guest on today’s show is Jephtah Abu, Community Manager at Meritas. Jephtah is a community consultant based in Lagos, Nigeria. On today’s show we talk about the concept of minimum viable community and being intentional about your community and its goals. Jephtah shares his engagement strategies, the distinction between audience and community, and much more.

Alex Dunn is the Director of Demand Generation at Levelset. Levelset helps contractors and suppliers get payment under control, facilitating smooth payments and successful projects. Today on the show Alex shares his insights on the power of customer videos in marketing. We talk about the impact of customer reviews on company culture and morale, and how videos can create “wow” moments internally in your company. Alex also shares some of his top book recommendations, and much more.

For this solo episode, I'll answer some of the common questions I ask our guests on the show. It will be a shorter episode where we get straight to the point about why customer stories are so effective in B2B sales and marketing, and how you can make great customer videos.

Becky Holloway is the VP of Marketing at Malbek. Malbek provides end-to-end contract management with out-of-the-box integration to popular business applications, like Salesforce, Workday, Slack, and Office 365. On today’s episode, Becky shares her insights and expertise on B2B sales and marketing. We talk about the role of storytelling in sales, and why creating emotional connections are an important part of your marketing strategy. We also talk about integrating customer testimonials into your sales funnel, the success Becky has seen after using customer videos in her marketing, and much more.

Ty Magnin is the Director of Marketing Content and Web at UiPath. UiPath is the fastest growing enterprise software company of all time. UiPath streamlines processes through automation, making your business more efficient, effective, and as a result, more profitable. I talk with Ty about the power of social proof and peer influence in customers’ buying decisions. We talk about why video is such a unique and powerful tool for building trust with buyers. Ty shares his insights on the role of customer marketing in the buyer’s journey, how to keep people’s attention with customer marketing, how to kick off your marketing program, and much more.

My guest today is none other than David Coates. David is the Director of Customer Marketing at Forter. Previously, he was the Director of Customer Marketing at Iron Mountain. On today’s show, David shares his wisdom for creating an effective customer marketing strategy. We talk about what customer advocacy is all about, and why it matters. We also talk about the principles for having great relationships with your customers, how to create and market great customer stories, and much more.

Patricia Bautista is the Senior Customer Marketing Manager at Gong. Gong helps your business analyze and optimize your customer interactions. Gong helps you and your teams gain valuable insights to close more deals and increase your company’s revenue. Patricia and I talk about why customer testimonials are more important than ever in today’s marketing strategies. We talk about why customer storytelling has been a part of the marketing dynamic for millennia, and how to find and produce great customer videos. We also talk about the future of customer stories, and much more.

Evan Huck is the CEO and founder of UserEvidence. UserEvidence lets you unlock stories from happy customers, and automatically create a library of content assets. UserEvidence automatically generates hundreds of verified customer success stories and proof points in minutes, and their dedicated public Research Library allows you to cite independently-verified research about your customers' success. In this episode Evan shares his insights as a specialist in B2B enterprise sales, marketing automation, and start-up growth. We talk about building trust using evidence-based customer stories. We also talk about using customer marketing throughout your sales funnel, the right way to ask customers for feedback, and what you need to include in your customer stories to persuade buyers.

My guests today are Liz Richardson and Deena Zenyk, from Captivate Collective. Captivate Collective helps businesses expand the impact of their customer advocacy journey. Liz and Deena can help your business identify customer needs, present your unique value proposition to your customers, and position your company as a leader in your field. On today’s podcast, Liz and Deena talk about building a successful customer advocacy program. We talk about the current shift in marketing and sales, and how you can be at the forefront of the current practices in customer advocacy. Liz and Deena share their strategies for understanding customer needs, the role of customer stories in advocacy marketing, and much more.

Cache Walker is the Senior Customer Advocacy Manager at Netskope, a leader in the secure access service edge space of cybersecurity. Cache builds and manages customer engagement-driven marketing and business programs. He is skilled at coming up with new and innovative ways to make customers’ experiences better, while achieving the desired business outcome. I talk with Cache about the current wave of customer advocacy. We talk about building stories around customers’ experiences, and how companies can help their customers achieve their goals. We also talk about how to introduce customer storytelling in your company, why customer videos are so beneficial, and much more.

Russ Somers is the CMO at Lytho. Lytho provides project management and digital asset management tools for marketing teams. Lytho helps marketers organize their projects, feedback, assets, and more in one place. Teams using Lytho spend less time managing tasks, chasing stakeholders, and clicking through folders to chase assets. In this episode, Russ shares his insights and expertise on marketing. We talk about why customer stories are so important for B2B sales. Russ explains why traditional marketing is being replaced by customer storytelling, what your storytelling must include to have the most impact with customers, where companies who are new to customer storytelling marketing should start, and much more.

Jeff Ernst is the co-founder and CEO at SlapFive. SlapFive helps you capture the experiences and insights of your customers to earn the trust of your buyers. Increasing buyer trust helps you engage and keep new customers, and accelerates your sales cycles as you earn their trust. I talk with Jeff about why customer stories are the last bastion of competitive advantage in the digital age. We talk about why customer stories are the one thing your competitors can’t copy or replicate. We also talk about why customer stories are better for building trust than case studies, how to build long-lasting relationships with your customers, and much more.

Harsha Kalapala is Sr. Director of Product Marketing & Brand at TrustRadius. TrustRadius is a marketing data platform and review site for business technology. TrustRadius provides reliably unbiased reviews, so buyers can make confident product buying decisions. In this episode Harsha and I talk about B2B sales, and why customer storytelling is crucial for reaching and influencing buyers. We talk about how customers make their purchasing decisions, and how to market and position your brand to get more sales. Harsha and I also talk about the best ways to establish trust with buyers, and much more.

Nick Venturella is a singer, songwriter, and entertainer. You’ll find Nick playing at coffeehouses, corporate events, and other local venues. Nick has been performing professionally since 1994. He's also an instrumentalist and producer. Nick and I talk about ways to increase your B2B sales. Nick shares his strategies for building and scaling customer loyalty, and how to win dedicated customer advocates for your brand. We also talk about how to get everyone in your organization on board with your B2B marketing program, and much more.

Sam Shepler is the founder and CEO of Testimonial Hero. Testimonial Hero helps businesses close sales deals 40% faster and recruit the best talent for their teams. Testimonial Hero captures world-class customer stories that build trust faster and take your marketing to the next level. In this episode, we talk about using customer stories in your marketing strategy. Sam shares why increasing trust with your customers makes every part of your job as a marketer easier. Sam explains how video testimonials are one of the fastest ways to increase trust and help you close the deal. We also talk about why video testimonials are superior to written testimonials, and much more.