The Advocacy Channel: A Customer Marketing Podcast

Welcome to our first episode of 2022! We’re excited to kick-off the new year with special guest Trisha Diamond, Director of Customer Success at Fiverr. With over 15 years of experience developing resources and support programs for customers to drive client satisfaction and retention, Trisha shares her unique approach to building genuine customer connections in a double-sided marketplace.

How to connect with customers:

Plus, we get an inside look at how she helped build the customer success department at Fiverr from the ground up. If you’re trying to drive a customer success department in your organization or just improve your customer relationships, tune in as Trisha and host Will Fraser discuss how customer success can best work with other departments and build long-term relationships with your brand’s top users.

Connect with Trisha on LinkedIn:

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

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Wondering how to get started with a customer advocacy program in your organization?

Whether you’re a marketer, product manager, or growth leader eager to bring customer advocacy projects to your 2022 strategy, it can be difficult to understand how to get started and earn support from the rest of your team. This is why we’re excited to welcome Jon Ashley to The Advocacy Channel. With over 20 years of experience developing customer advocacy programs for large companies in the UK, Jon brings a wealth of valuable knowledge and advice when it comes to kicking off a customer advocacy project.

In our final episode before the New Year, Jon and host Will Fraser break down how you can get company buy-in for your customer advocacy program, how to set realistic expectations and goals, and what to consider for the best results.

Connect with Jon on LinkedIn:

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

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

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As a marketer in the 21st century, you’ve likely come across the term “growth marketing” before. While it’s gotten a lot of buzz, not many people actually take the time to break it down or understand what it means and compare it to related areas like product growth.

This is why we’re excited to welcome Maria Cuasay to The Advocacy Channel. Maria has over 10 years of experience working on growth and customer marketing programs, and is currently the Principal Product Manager of growth at Ancestry.

How to align product and marketing teams:

Tune in as Maria and host Will Fraser discuss how growth marketers can best work with product teams, and even make the switch from marketing to product growth. Maria shares what she’s learned about how to best align product and marketing teams, and gives valuable advice for running a successful referral program based on her time at the top ride-sharing app Lyft.

Connect with Maria on LinkedIn: ⁠https://www.linkedin.com/in/mariacuasay/⁠ 

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

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2020 made many marketing tactics more complicated, and customer acquisition costs were no exception.

While it’s no secret to anyone who has managed a paid ads campaign before, a 2019 report from Profitwell indicated that customer acquisition costs for both B2C and B2B have increased nearly 60% compared to five years ago. Competition in the online ad space has been growing for many years due to increased saturation and new channels filled with content. The pandemic that defined most of 2020 only added fuel to this fire, causing digital advertising costs to continue rising as nearly all businesses were forced to transition online.

As a marketer, how do you adapt?

Today we’re joined by Rory Capern, advisor to Canadian SaaS companies with over 20 years of executive leadership experience at companies like Google, Twitter, and Microsoft. Rory and host Will Fraser discuss market trends and how you can focus on marketing adaptation to combat rapidly increasing customer acquisition costs. They also explore creative approaches to customer acquisition and how to get the most value out of the customers you already have.

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Want to learn more about customer marketing?

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

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Wondering how to build a customer advocacy program in your organization? To help, we invited Rebecca Kapler to join us as a special guest on the show. Rebecca is the Marketing Manager at Jobber—an award-winning business management software for small home service businesses. She has led many successful customer advocacy programs that have directly contributed to Jobber's explosive growth over the last few years. In this episode, Will chats with Rebecca to understand how she leverages these customer advocacy programs to build strong customer advocacy, why it's important, and how it contributes to Jobber's continued success. Rebecca shares tips for anyone new to building a customer advocacy program in their organization, what to keep in mind when planning your 2022 marketing strategy, and more! Listen to the full episode or keep reading to learn our favorite takeaways from the episode that will help elevate your customer advocacy strategy.

Tips for Building Customer Advocacy

Communicate with your customers! When it comes to building customer advocacy and creating a referral-worthy product or service, it’s important to understand the needs of your customers so you can better engage them with relevant and desirable products and offerings. While it’s tempting to make assumptions about your audience, no one knows your customers better than your customers! Rebecca highlights the importance of actively communicating with your customers to eliminate the guesswork and be confident that your selected initiatives will make a difference. Even a quick 15-minute call with 3 to 5 of your customers can go a long way. Leverage your connections While conversations around customer advocacy and customer marketing are quickly gaining traction, they are still relatively new topics in the marketing world. This means you may not find a step-by-step handbook on how to build a customer advocacy program with years of data and proven research to back it up. Rebecca notes the importance of reaching out to connections—both inside and outside your company—to gain different perspectives and ideas to help you.

Scale when you can While there is certainly a time and place for personalized, non-scalable interactions with customers, Rebecca reminds us that too much manual work will prevent you from scaling effectively.

Advice for 2022 With the new year less than two months away, it’s time to start thinking about your marketing strategy for 2022. We asked Rebecca what insights she has to help with planning for the new year and making it a successful one for both your brand and your customers. She shared two valuable tips: Don’t underestimate the power of customer advocacy. Customer advocacy is something everyone in your organization can play a role in. Want to know more? To hear even more insights from Rebecca, listen to the full episode! Special thanks to Rebecca Kapler for being on the show! Connect with Rebecca: ⁠https://www.linkedin.com/in/rebeccakapler/⁠ Check out Jobber: ⁠https://getjobber.com/⁠

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Can a single-sided referral program be as effective as a double-sided program? Should you reward the referring customer, the referred user, or both?

In this episode, we’re thrilled to welcome Rachel Gershon, an assistant professor of marketing at the Rady School of Management, University of California, San Diego. Rachel specializes in consumer behavior and human decision-making. Her published article, 'Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs,' delves into the psychology of referral rewards and what motivates customers to engage in referral programs.

Host Will Fraser chats with Rachel about her groundbreaking research on referral rewards structure. They explore insights and strategies for designing a referral program that converts, whether it's a single-sided or double-sided program.

Connect with Rachel:

Visit her website: ⁠www.rachelgershon.com⁠

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Welcome to The Advocacy Channel: A Customer Marketing Podcast!

In this debut episode, producer Zoe Millette sits down with host Will Fraser to get you acquainted and share more on what you can expect from the show. Get to know Will, his experience in the customer marketing space, and what makes The Advocacy Channel unique.

As one of the first podcasts dedicated to customer marketing, we’re excited to bring you authentic, actionable insights and advice from researchers, product developers, customer marketers, and industry experts across the globe. Make sure to subscribe so you don’t miss an episode!

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