Ray Lau is Director of Growth Marketing at PowerDMS. Prior to that, Ray led customer marketing at the company, and I was really interested in how his experience in customer advocacy influenced his approach to growth. On this episode, we cover:  What he believes is the ultimate goal of marketing How his experience in customer marketing...

Fiona Partlow is the Senior Manager, Global Customer Reference Program at Nutanix. She kicked off her career in customer references at Oracle, then built out the EMEA customer marketing programs at VMware and Nutanix.  On this episode, we cover:  Starting customer marketing programs from scratch at VMware and Nutanix Why flexibility and adaptability are key...

On this episode, I had a blast chatting with Brittany Rolfe Hillard, VP, Customer Engagement and Advocacy at WalkMe about some of our thoughts and key takeaways from Product Marketing Alliance’s recent Customer Marketing Summit. Brittany was kind enough to watch (and in many cases, rewatch!) all of the sessions and her highlights kicked off some...

Anya Pratskevich is a Product Marketing Manager (and former Content Marketing Manager) at Mixpanel. Prior to that, she worked in product marketing and content marketing at companies like Liftoff Mobile and Adstage. From time to time, I like bringing people on the show who don’t work in customer marketing, but can share valuable perspectives and help...

Sam Shepler is the CEO of Testimonial Hero, a global B2B video testimonial creation service. He’s worked with companies like Google, Medallia and Hopin to create testimonials that reduce friction in the sales cycle and close deals more quickly. On this episode, we cover: Leveraging different types of customer video content throughout the whole buyer...

Helen Feber is the Managing Partner at Referential, Inc., a consultancy that has been delivering innovative, high-quality advocacy-related services globally for over 26 years. She is also on the oversight committee at ICCAP, the Institute of Certified Customer Advocacy Professionals. On this episode, we cover: Her four critical metrics for persuading the C-suite of the...

Umesh Patel is Head of Global Reference Programs at Fujitsu Global, where he’s been leading customer marketing for the past eight years. Umesh believes that customer stories provide tangible evidence for how companies help customers realize their visions, and you can tell that he gets so much joy out of connecting with people. On this...

“There’s a lot more clarity we can bring to our B2B programs to make sure that people understand, like, yes, when I do this, I will be able to have these opportunities. And when I put a value proposition out there that the customers are going to get chances to do X, Y, and Z,...

“We need all those people talking to each other, talking to us, so we get a really good sense of: what the right story is, and then how to get to that goal.” – Cynthia Hester Cynthia Hester is the Director, Global Customer Programs at Google Cloud. She has over twenty years of experience in...

Happy Holidays, BTD-ers! (I’ll have to find a better name for this at some point.) Margot here. Hope you’re all staying safe and healthy right now. I wanted to let you know that the show will be going on a short hiatus during the holidays, with new episodes coming in 2021. I’ll be spending much of...