Advertise on podcast: The Advocacy Channel: A Customer Marketing Podcast

What happens when your referral program participants are literally trained to find holes in systems? How do you protect your program without making it so complicated that nobody wants to use it? To explore this, we welcome Mariana Doncel to The Advocacy Channel. Mariana leads B2C product marketing at Hack the Box, a cybersecurity training platform where users learn ethical hacking through hands-on challenges. When your customers spend their days breaking into systems for fun, you learn pretty quickly what actually works for fraud prevention. In this episode, Mariana and host Will Fraser get into the reality of protecting your referral program from abuse. Spoiler: it's not about building an airtight system with rules for every scenario. Mariana shares the pragmatic approach Hack the Box has taken, focusing on damage control and smart incentive design rather than trying to prevent every possible exploit. In this episode, Mariana walks us through: Why trying to close every possible loophole often backfires by making your program too complex for legitimate users The "accept and mitigate" approach: acknowledging that some people will try to game the system while capping your exposure How tying rewards to actual monetary actions creates natural fraud deterrence Setting per-person limits so even if someone does find a workaround, the damage is contained Thinking about fraud prevention as risk analysis rather than absolute protection How to balance moving fast with protecting your program from abuse Mariana also shares how this mindset extends beyond referral programs to everything her marketing team puts out at Hack the Box, where every campaign has to account for users who will look for alternative interpretations. Connect with Mariana on LinkedIn: https://www.linkedin.com/in/marianadoncel/  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]   Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

Want to build a customer advisory board that actually drives business value? Struggling to figure out where to start or how to prove the ROI? To help, we welcome Cate Vanasse to The Advocacy Channel. Cate leads customer marketing at TalkDesk, where her team's mission is "igniting raving fans, driving growth, and building customers for life."  With extensive experience building and scaling customer advisory boards across multiple companies, Cate shares her practical framework for creating CABs that strengthen relationships, influence revenue, and create real brand advocates. In this episode, Cate walks us through: How to identify the right CAB members by balancing ideal account logos with the right human personalities in the room The art of balancing "give vs get" so it doesn't feel transactional Why in-person meetings matter for executive CABs versus when virtual works better for technical advisory boards Cate also shares insights from TalkDesk's CX Innovators Awards program, including how industry recognition has helped customers get promoted and secure internal resources.  Her closing advice? The best customer marketing programs don't start with a spreadsheet. They start with empathy. Connect with Cate on LinkedIn: https://www.linkedin.com/in/catevanasse/  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]  Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

Want your referral program to succeed?  Start with the foundation first. Make sure your product infrastructure is solid and can handle growth before you launch. In this episode, we're excited to welcome Ashley Stead, Director, Growth Product at Nesto Group, a leading Canadian tech company building the mortgage ecosystem of the future. With over 15 years of experience spanning product management, UX research, marketing, and operations, Ashley brings a unique full-stack perspective to customer marketing and advocacy initiatives. In this episode, Ashley and our host Will Fraser dive into what it means to think about advocacy as infrastructure rather than one-off campaigns. Ashley shares her framework for creating product-led advocacy programs that integrate seamlessly into the customer journey.  From understanding the "micro-yeses" approach to breaking down complex customer paths, to navigating build vs. buy decisions and fostering collaboration between marketing and development teams, this conversation is packed with practical insights. In this episode, you'll discover: How to map customer journeys and identify the right moments for advocacy messaging without competing with other business priorities.  The framework for deciding when to build custom solutions versus buying existing platforms, and how to create hybrid approaches.  Strategies for empowering marketing teams to move quickly while keeping technical infrastructure robust and scalable.  The importance of breaking down big conversions into micro-yeses and understanding the data behind each step.  How to use AI tools and prompts to become more full-stack in your marketing role, even without technical resources. Listen to this episode to hear more about how infrastructure thinking can transform your advocacy programs and help you avoid the common mistakes marketers make with referral programs.  Connect with Ashley on LinkedIn: https://www.linkedin.com/in/ashley-stead/ AI prompt from Ashley: The Advocacy Channel | Season 2 Episode 9 AI Prompt 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]  Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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:   How to identify and activate customers who are already creating organic content about your brand The hidden metrics like saves and shares that reveal which customers are your true brand champions Why treating influencer and affiliate as one connected ecosystem captures more value than managing them as separate channels   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: Send us an email at [email protected] Visit us at impact.com/blog/   Connect with Yulia: https://www.linkedin.com/in/yulia-shilkina/  Learn more about Gen3 Marketing: https://gen3marketing.com/    Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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: Building trust through transparent tracking and clear communication with members Creating "everyday relevancy" by integrating loyalty programs into customers' daily lives Leveraging family sharing features to increase engagement and redemption rates 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/ Connect with us: Send us an email at [email protected] Visit us at impact.com/blog/ Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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/   Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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: Get more customer marketing insights at impact.com/blog Connect with host Will Fraser on LinkedIn: Will Fraser Have questions or suggestions? Email us at [email protected] Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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:   The historical shift from brand-controlled messaging to authentic, community-driven conversations How digital transformation and social commerce are creating new opportunities for meaningful connections Why understanding customer journeys and trust-building is crucial for modern marketing success Practical strategies for brands to adapt and thrive in the partnership economy   Connect with us: Send us an email at [email protected]  Visit us at impact.com/blog/    Connect with Dave: LinkedIn: https://www.linkedin.com/in/dyovanno/  Email: [email protected]  Book: The Partnership Economy  Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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: Apple: https://podcasts.apple.com/us/podcast/this-week-in-ecommerce/id1704277054  Spotify: https://open.spotify.com/show/0uSoK7iZhx487phAhunGqN  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/  Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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:   When to launch your referral program  The importance of aligning incentives with what your customers truly value How to reduce friction in the referral process Strategic ways to integrate referral opportunities into customer touchpoints Tips for testing and optimizing your program over time   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]  Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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: Strategies for overcoming resistance: Learn how to win over skeptical stakeholders by aligning referral program objectives with broader business goals, and discover why past failures shouldn't deter new efforts. Innovative approaches to incentives: Beyond mere discounts, explore creative ways to incentivize customers, focusing on what truly adds value to their experience and encourages genuine advocacy. The role of timing and promptness: Keith emphasizes the critical moments for prompting referrals, illustrating how well-timed engagement can significantly enhance program participation rates. Building a holistic marketing effort: Gain insights on seamlessly integrating referral programs into your marketing strategy, and smoothly transition from product-focused initiatives to broad market-wide campaigns as the program matures Connect with Keith on LinkedIn for more insights on referral and affiliate marketing: https://www.linkedin.com/in/keithposehn/ 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]   Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

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: Five strategies for establishing authentic connections with top-level executives The importance of content in crafting impactful executive experiences Methods for leveraging executive networks to foster long-term relationships Measuring the effectiveness of executive advocacy programs through data and real-world examples   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: 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] Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

Are you a customer marketer looking to develop more effective case studies in 2024? Don't miss out on our latest episode, packed with helpful insights!   The anatomy of successful SaaS case studies   Emily Amos, CEO of Uplift Content, a B2B SaaS content marketing agency, joins us to share her insights on creating successful customer case studies. Emily's expertise in storytelling, data analysis, and market trends provides a comprehensive guide for anyone eager to learn about this essential customer marketing tool.   She also shares insights on the latest data from her report on B2B SaaS case studies to help you craft more informed and effective customer case studies. Tune in to learn from a seasoned professional and enhance your marketing strategy in the upcoming year!   Connect with Emily Amos on LinkedIn: https://www.linkedin.com/in/emilyamos/   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] Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook

Welcome to another enlightening episode of The Advocacy Channel podcast! Today, we're thrilled to have customer marketing expert Patrick Kalie from Swoogo join us on the show. Patrick brings a wealth of knowledge in customer marketing and joins us today to discuss its evolution, misconceptions, and the multi-faceted roles it plays in a business. From in-person events to digital communities, Patrick provides insights into how customer marketing can be a game-changer in building and maintaining customer relationships. Join us as we explore: The evolution and current trends in customer marketing. The important role that both in-person and digital events play in building customer advocates. Strategies for post-event engagement, including how to leverage FOMO. Patrick's personal journey in customer marketing, his top learnings and advice. Don't miss this episode, where we dive deep into the evolving world of customer marketing. Learn from Patrick's expertise on how to blend in-person events and digital communities to create lasting customer relationships. Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrick-kalie For more information on Swoogo: https://swoogo.events/ 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] Loving this show? Explore impact.com's other podcasts packed with insights: The Partnership Economy The Publisher's Playbook