In this episode, Katlin Hess, the Director of Customer Marketing at G2, shares her experiences and strategies in leveraging customer voices, including reviews and feedback, to drive business growth. Despite having an 'unusual problem' of too many customer advocates, Hess highlights the importance of customer-centric initiatives and cross-functional teamwork at G2. She illustrates this with examples such as the company's executive advisory board and an idea submission portal for customer-facing teams. Hess also discusses building customer marketing programs from scratch, fostering internal trust for momentum, and the powerful role of customer testimonials in the software buying process. Additionally, the conversation touches on G2's initiatives like G2 University and community-building efforts.

• (00:48) The Unique Challenge of Having Too Many Advocates
• (02:37) G2's Customer-Centric Culture in Action
• (05:44) Katlin's Journey into Customer Marketing
• (08:01) Building Momentum as the First Customer Marketer
• (10:58) Initial Steps and Strategies at G2
• (13:06) Engaging Customers in Storytelling and Case Studies
• (14:46) The Power of Reviews in Software Buying
• (18:19) Looking Ahead: Future Plans at G2

Stay tuned through the end of the show (19:58) to hear who Katlin thinks we should interview next.  

Featuring:

Katlin Hess (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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