In this episode of CMO Therapy, I’m joined by Paul Taylor who held senior marketing leadership roles at firms like Swift and SS&C, to unpack one of the most misunderstood (and under-invested) growth levers in B2B: customer advocacy.
We get brutally honest about why advocacy so often gets reduced to logo slides, rushed case studies and last-minute favours for sales and why that mindset is costing marketing teams serious pipeline. Paul shares a much smarter way to think about advocacy, as a flywheel, not a campaign. When it's built on trust and peer-to-peer influence, customers will be talking about you when you’re not in the room. Love that!
We dig into how to design advocacy that feels human (not needy - we've all been there), how to spot real advocates hiding in plain sight, how to scale it without killing authenticity and how CMOs can actually measure impact beyond vanity metrics.
As Paul puts it:
“Good advocacy isn’t PR. It’s insurance for your brand in a world where trust is collapsing.”
If you want advocacy to drive growth, not just decorate your website, this one’s a must-listen.
Music clip by Filo Starquez, Divergence