The Advocacy Channel: A Customer Marketing Podcast

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/

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

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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/

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

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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/

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

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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/

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

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How does a customer marketer at a leading multimedia software company build brand advocates, and drive loyalty, retention, and ongoing demand? Hear it straight from the source as we welcome Kevin Lau, Global Head of Customer Advocacy at Adobe to episode 12 of The Advocacy Channel.

Growing customer communities through a merger and acquisition

With over 12 years of experience as an industry thought leader in customer advocacy and lifecycle marketing, Kevin is a well-known expert in the customer marketing space with a wealth of knowledge, experience, and tactical insights to share. Hear host Will Fraser and Kevin discuss his journey as a customer marketer, how he maintained and even grew the Marketo community through a merger and acquisition, his top tips for marketers building advocacy programs, and much more.

Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinkennethlau/

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

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Are you itching for more real-world advice from experts in customer marketing who continue to innovate and educate? So were we! Welcome to Episode 11 of The Advocacy Channel with special guest Leslie Barrett from Sendoso.

How to turn customers into advocates from the beginning of the customer journey

As the Director of Customer Marketing and Advocacy at Sendoso, the leading sending platform for personalized gifts, branded swag, eGifts, and more, Leslie is passionate about the power of customer advocacy. In this episode, learn about her journey to becoming an award-winning customer marketer, her approach to developing advocates from the beginning of the customer journey, and the important lessons she’s learned along the way. Tune in to hear Leslie’s invaluable knowledge, experience, and tactical insights to boost your own success in customer marketing.

Connect with Leslie on LinkedIn: https://www.linkedin.com/in/lesliebarrett0821/

Find Leslie on TikTok: https://www.tiktok.com/@cmasoulmate

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

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How do you know it’s the right time to start a customer advocacy program? How can you tell if a customer is ready to participate? What can you learn when asking them to join your program? To help answer these questions, we welcome a seasoned customer advocacy expert to The Advocacy Channel for our 10th episode.

How to identify when to start your customer advocacy program

Pablo Fernandes is the Product Manager and Head of Consulting Services for Customer Advocacy at Wings4U, an organization that helps B2B tech companies close more deals faster by leveraging the voice of their customers. Host Will Fraser chats with Pablo about identifying your advocates and how to measure the impact and success of your program.

Connect with Pablo on LinkedIn: https://www.linkedin.com/in/pablofernandesbr/

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

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Did you know that 78% of people trust online product reviews just as much as a recommendation from a friend or a family member? So how do you go about capturing and sharing customer testimonials in a way that helps you reach new prospects and convert more leads?

How to collect authentic customer stories

To help, we’re excited to welcome Lauren Locke-Paddon to The Advocacy Channel. Lauren is a customer advocacy expert with over 12 years experience, and is the VP of customer success and marketing at Vocal Video - a video marketing platform that lets you easily capture and share video testimonials from your customers, partners, and employees.

Join host Will Fraser as he and Lauren dig into the importance of authentic customer stories, how customer success and marketing can work together on customer advocacy initiatives, how to get started on building your library of customer stories, and much more!

Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenlockepaddon/
Check out Vocal Video: https://vocalvideo.com/

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

Data source: https://review42.com/resources/online-reviews-statistics/

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Welcome to Episode 8 of The Advocacy Channel!

Today we’re joined by Scott K. Wilder - an advisor to global technology companies with over 20 years of experience developing customer advocacy programs for brands like HubSpot, Google, Marketo, and Coursera.

Scott’s extensive experience in customer marketing has inspired him to develop and share ways that marketing and product teams can work together and learn from each other to help customers find more value and more success with a company’s products.

Expert advice on customer marketing

Tune in as Will and Scott discuss the importance of coordination between teams to drive customer centricity, how to leverage a product approach to customer marketing, and how customer advocacy doesn't only include the customer but also involves your employees.

Connect with Scott on LinkedIn:

https://www.linkedin.com/in/wilder/

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

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As marketing technology continues to evolve, there’s a bigger shift towards more customer-centric products and platforms. Companies are focusing on engaging their customers, and listening to and prioritizing their feedback to create better product experiences and stronger relationships.

Learn how to build an engaging customer feedback program

To help us understand what this looks like in practice, we’re excited to welcome guest Ozkan Demir to The Advocacy Channel. As the CEO and Co-Founder of Pisano, an all-in-one customer experience management platform, Ozkan helps us uncover what feedback loops are, how to collect the best feedback from your customers, and how to actually use that feedback to build stronger, more profitable relationships with them.

If you’re wondering how to start collecting and using customer feedback in your organization, this is one episode you don’t want to miss!

Connect with Ozkan on LinkedIn:

https://www.linkedin.com/in/ozkanaykutdemir/

Check out the Pisano Academy here: https://www.pisano.com/academy/

Connect with us:

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

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