The Advocacy Channel: A Customer Marketing Podcast – Details, episodes & analysis

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:

• Get more customer marketing insights at impact.com/blog
• Connect with host Will Fraser on LinkedIn: Will Fraser

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

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

• The Partnership Economy
• The Publisher's Playbook

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:

• Send us an email at advocacychannel@impact.com 
• Visit us at impact.com/blog/ 

Connect with Dave:

• LinkedIn: https://www.linkedin.com/in/dyovanno/ 
• Email: dave@impact.com 
• Book: The Partnership Economy 

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

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook

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:

• 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:

• The Partnership Economy
• The Publisher's Playbook