Customer Champions
By: Jeff Reekers
Language: en
Categories: Business, Management
Most B2B companies overlook their biggest growth opportunity: investing in the customers they already have. Yet, customer marketing leaders struggle to secure budget, prove ROI, and drive growth. In a world obsessed with more (more leads, more deals, more revenue), how do you make customer advocacy a non-negotiable growth strategy? This show is for marketers who want to turn customer advocacy into a strategic growth engine. Each episode features customer marketing pioneers, revenue leaders, and industry experts sharing actionable strategies to engage, retain, and expand your client base. And not just through content, but through meaningful connection. Because customers...
Episodes
Driving NRR With Customer Marketing
Jan 07, 2026Net revenue retention doesn’t get fixed at renewal, it’s shaped long before the deal is signed.
In this episode, Tyler Calder, Chief Marketing Officer at PartnerStack, breaks down why NRR starts with marketing and how poor pipeline quality quietly creates churn months later. Drawing from hard-earned lessons across B2B, partnerships, and customer marketing, Tyler explains why targeting the right customers matters more than hitting pipeline numbers, and how ICP discipline can radically change retention, expansion, and CS efficiency.
Tyler zooms into the operational backbone behind strong customer marketing: segmentation, enablement, measurement, and sayi...
Duration: 00:35:08Turning Advocacy into Acquisition with Rodrigo Souto
Nov 26, 2025Demand gen and customer marketing are often seen as separate. But what happens when they work as one?
Rodrigo Souto, Senior Director of Demand Generation at Zappi and former customer marketing leader at HubSpot, shares lessons from a career leading global programs across advocacy, PLG, and demand. At HubSpot, he built a unique playbook for tying customer marketing to revenue by connecting proof, product, and performance.
Now at Zappi, Rodrigo is leading both demand gen and customer marketing together, proving how aligned teams drive faster results. He breaks down why references and expansion are underrated...
Duration: 00:34:51Building Customer Advocacy That Lasts Beyond the Funnel with Lauren Turner
Oct 08, 2025Customer advocacy is often measured like demand gen, but what if it’s closer to brand?
Lauren Turner, CEO and Founder of CustomerCentrx, explains why advocacy is a long-term play, how communities can unlock retention rates as high as 99%, and why even unhappy customers can become your strongest allies when they feel heard. She also zooms into the importance of breaking down silos between marketing, success, sales, and product so customers experience one cohesive brand, not a fragmented one.
Lauren shares practical strategies for proving advocacy’s impact without relying on vanity metrics, plus how to e...
Duration: 00:35:00Driving Growth Through Customer Centricity with Emily Cid
Oct 01, 2025Customer success and customer marketing are often seen as separate functions. But what happens when they work as one?
Emily Cid, Senior Director of Customer Success at Champion, shares her journey from account executive to customer advocacy leader, offering an inside look at what it takes to build human-first, revenue-aligned teams. With experience across sales, success, and marketing, Emily reveals how aligning internal teams around customer outcomes drives both retention and growth.
Emily zooms in on practical ways CS and marketing can partner more effectively: from shared KPIs to advocacy programs that actually scale. Plus...
Duration: 00:27:48Turning Customers into Your Best Marketers with Taylor Bogar
Aug 20, 2025Customer marketing is about turning your happiest customers into your biggest growth engine.
Taylor Bogar, founder of Social Animal, shares how she helps B2B brands build community-driven marketing strategies that generate real revenue. With a wealth of experience leading customer marketing at Apollo and Chili Piper, Taylor explains how to design advocacy programs that go beyond post-sale activities and create value for both customers and prospects.
Taylor offers practical advice for building programs that start with truly knowing your customers, making them the hero of your story and creating social proof that resonates in t...
Duration: 00:29:50Amplifying Advocacy for Lasting Impact with Brittnee Dawson
Jul 30, 2025Customer marketing is about creating meaningful connections with customers and building advocacy programs that drive business growth.
Brittnee Dawson, Director of Customer Marketing at AlphaSense, shares her expertise in the world of customer marketing and building impactful advocacy programs. With over a decade of experience, Brittnee discusses her journey from product management to customer marketing and the importance of connecting with customers in a human-centered way. She shares valuable insights on balancing creativity with business metrics, the power of data-driven decision-making, and how to leverage AI to enhance personalized customer connections.
What you’ll learn:
... Duration: 00:31:16Using Customer Voice to Drive Retention with JoAnne Baldwin
Jul 16, 2025Customer trust is built through life cycle marketing.
JoAnne Baldwin, Senior Manager of Customer Lifecycle Marketing at Bitly, shares her journey in customer marketing and how she’s transformed onboarding programs into revenue-driving engines. She discusses the importance of building cross-functional relationships, creating programs that feel human, and the power of truly understanding the customer. JoAnne also explains how we can use empathy and data to drive retention, align teams, and enhance customer experience.
What you’ll learn:
How to foster cross-functional collaboration between marketing, sales, and customer successPractical tips for using empathy and data... Duration: 00:43:39Building Revenue Through Customer Advocacy with Taylor Page
Jul 02, 2025Customer marketing is all about turning your customers into champions who help drive growth. Taylor Page, Director of Customer and Growth Marketing at Kong, shares her journey in customer marketing and why having a broad skill set can be so valuable. She shares how to create effective advocacy programs, how to get sales and marketing teams working together, and why it’s so important to keep the customer voice at the forefront of everything you do.
What you’ll learn:
Strategies for building impactful customer advocacy programsHow to align marketing efforts with customer successPractical career advice for... Duration: 00:35:13How to Build Trust Through Customer Education with Shannon Howard
Jun 18, 2025If customers don’t know how to use your product, they won’t stick around—and they definitely won’t advocate.
Shannon Howard, Director of Customer and Content Marketing at Intellum, shares why customer education is one of the most overlooked drivers of growth. She explains how aligning customer education with marketing creates a stronger strategy. Education delivers the content that drives behavior change while marketing ensures it reaches the right people at the right time.
What you’ll learn:
Ways to drive behavior change through contentCareer advice for customer marketers and educatorsBuilding internal influence... Duration: 00:31:16Are You Ready To Champion Your Customers?
May 19, 2025Hi, I’m Jeff Reekers, CEO of Champion, and I’m excited to welcome you to Customer Champions, the podcast where we explore how the best marketers turn their customers into powerful growth engines.
In each episode, I’ll explore customer advocacy and why it’s the game-changing strategy that can unlock budgets, improve ROI, and create real impact for your business.
If you’re looking to learn how to turn your customers into true champions from industry leaders and customer marketing experts, this podcast is for you.
Duration: 00:01:31