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:

Yulia shares insights on creating a unified partner ecosystem where customer advocacy fuels creator content, influencer partnerships drive discovery, and affiliate programs capture conversions. Learn why the most successful brands treat these channels as interconnected parts of the modern buyer journey rather than isolated channels.

Connect with us:

Connect with Yulia: https://www.linkedin.com/in/yulia-shilkina/ 

Learn more about Gen3 Marketing: https://gen3marketing.com/ 

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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 programs and uncover strategies that transform how brands think about customer relationships. Andrew shares his expertise on:

Andrew emphasizes the importance of understanding your shared customer's entire journey: "If you're going to partner with a loyalty program, you need to understand the fundamentals because your customer is a part of that program."

Connect with Andrew: https://www.linkedin.com/in/andrewnoonan/

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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 into a strategic business driver, with 90% of their revenue team actively using customer stories to drive deals forward. Katlin reveals powerful strategies for:

Building a searchable AI library of customer proof points that spans case studies, call recordings, and reviews

Creating a unified customer communication strategy by auditing and aligning cross-functional touchpoints

Measuring the real revenue impact of customer advocacy programs beyond activity metrics

Katlin emphasizes that successful customer marketing is all about relationships, both with your customers and internally across teams. Learn how to make customer voice truly heard throughout your organization and turn customer feedback into your most powerful business asset.

Connect with us:

Send us an email at [email protected] 

Visit us at impact.com/blog/ 

Connect with Katlin: https://www.linkedin.com/in/katlinhess/

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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:

Have questions or suggestions? Email us at [email protected]

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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:

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Connect with Dave:

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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, CRM, and loyalty programs, Mal provides valuable insights on the evolving landscape of customer advocacy in online retail.

Discover how successful ecommerce brands are forging deeper connections by building authentic customer communities. Mal shares practical tips on structuring reward programs for different customer segments, from casual buyers to brand advocates, and explains why some of Ryderwear's most successful ambassadors weren't traditional influencers at all.

Learn how modern ecommerce brands can balance performance marketing with community building to create sustainable growth in an increasingly competitive landscape.

Connect with Mal:

Listen to his podcast This Week in Ecommerce:

Connect with Mal on LinkedIn: linkedin.com/in/malchia 

Connect with us:

Send us an email at [email protected] 

Visit us at impact.com/blog/ 

Connect with Will on LinkedIn: linkedin.com/in/wifraser/ 

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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 into an award-winning revenue driver. They discuss how moving the program under Sales led to:

- Faster reference turnaround times 

- Stronger executive buy-in and budget support

- Better sales team adoption and engagement

- Direct connection to revenue impact

- Improved coordination with marketing initiatives

Kara and Simon share practical insights on making this transition, from gaining stakeholder support to measuring success. Whether you're looking to start a reference program or enhance an existing one, this episode offers a fresh perspective on organizational structure that could transform your approach to customer references.

Learn how this innovative move helped Sage Intacct win "Customer Marketing Team of the Year" at the Customer Marketing Alliance Awards. For anyone involved in customer reference programs, customer marketing, or sales enablement, this episode provides actionable insights on aligning customer advocacy more closely with revenue generation.

Connect with Kara on LinkedIn: https://www.linkedin.com/in/karamanfredi/ 

Connect with Simon on LinkedIn: https://www.linkedin.com/in/simon-le-fevre-614a2515/ 

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 [email protected] 

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 program, and how can you make it truly effective? To help us dive in, we’re joined by Doug Lewis, an experienced growth marketer who’s led successful referral programs at companies like Trusted Health and Hired.

Key insights on building effective referral programs:

Drawing from his experience managing referral programs in different industries, Doug shares valuable insights on:

Learn how Doug's team achieved remarkable success by tapping into travel nurses' communities and understanding their motivations. Whether you're just starting out or looking to enhance your existing referral program, this episode offers practical strategies you can implement today.

Connect with Doug on LinkedIn: https://www.linkedin.com/in/doug-a-lewis 

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 [email protected] 

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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 sheds light on the complexities of referral marketing, highlighting the common hurdles companies face and offering practical advice to overcome them. It's an episode filled with Keith's professional anecdotes and wisdom, offering tips and tricks to help you launch and run successful referral programs.

In this episode, you'll discover:

Connect with Keith on LinkedIn for more insights on referral and affiliate marketing: https://www.linkedin.com/in/keithposehn/

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Have a question? Suggestion? Email us at [email protected]

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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 business growth.

In this episode, we explore the benefits of executive customer advocacy in the B2B tech space, discussing why it's essential to create value-driven executive customer experiences. Tune in to learn more about the impact of such high-level relationships on customer loyalty, company budget, brand reputation, and competitive advantage.

Key takeaways from this episode include:

Whether you're a seasoned customer marketing professional or new to customer advocacy, this episode is a treasure trove of actionable insights and strategies. Tune in to learn how executive advocacy can help you foster better customer relations and drive meaningful growth in your organization!

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarahlmoody/

Connect with Angela on LinkedIn: https://www.linkedin.com/in/angela-w-wells/

Connect with us:

Have a question? Suggestion? Email us at [email protected]

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