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Content provided by advocacychannel@impact.com. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by advocacychannel@impact.com or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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Why Your Customer Reference Program Should Live Under Sales
Manage episode 455760703 series 3007684
Content provided by advocacychannel@impact.com. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by advocacychannel@impact.com or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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 advocacychannel@impact.com
31 episodes
ShareManage episode 455760703 series 3007684
Content provided by advocacychannel@impact.com. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by advocacychannel@impact.com or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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 advocacychannel@impact.com
31 episodes
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The Advocacy Channel: A Customer Marketing Podcast
1 Launching and Scaling Global Advocacy Programs with Brian Jambor 29:57
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Play Later Play Later Lists Like LikedEver 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 The Future of Trust-Based Marketing with David Yovanno 32:59
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Play Later Play Later Lists Like LikedIn 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 advocacychannel@impact.com Visit us at impact.com/blog/ Connect with Dave: LinkedIn: https://www.linkedin.com/in/dyovanno/ Email: dave@impact.com Book: The Partnership Economy Podcast: The Partnership Economy Podcast…
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The Advocacy Channel: A Customer Marketing Podcast
1 Scaling Ecommerce Growth Through Customer Advocacy 37:53
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Play Later Play Later Lists Like LikedJoin 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 advocacychannel@impact.com Visit us at impact.com/blog/ Connect with Will on LinkedIn: linkedin.com/in/wifraser/…
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The Advocacy Channel: A Customer Marketing Podcast
1 Why Your Customer Reference Program Should Live Under Sales 41:08
41:08 Play Later Play Later Lists Like Liked41:08
Play Later Play Later Lists Like LikedWhere 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 Building Better Referral Programs: Timing, Testing & Trust with Doug Lewis 29:40
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Play Later Play Later Lists Like LikedSeason 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 Beyond Word of Mouth: Exploring the Potential of Referral Marketing 47:15
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Play Later Play Later Lists Like LikedJoin 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 Executive Customer Advocacy: Engaging for Optimal Growth 42:04
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Play Later Play Later Lists Like LikedWelcome 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 What Makes a Successful SaaS Case Study with Emily Amos 37:02
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Play Later Play Later Lists Like LikedAre 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 Navigating Customer Marketing with Patrick Kalie 38:58
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Play Later Play Later Lists Like LikedWelcome 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 Aligning Customer Success & Marketing Teams 42:46
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Play Later Play Later Lists Like LikedGet ready for another engaging episode of The Advocacy Channel! In this episode, we welcomed Cece Lee, Chief Marketing Officer, and Lynn Pietryga, Chief Customer Officer from Enable Us onto the show. In this episode, they shared valuable insights on how marketing and customer success teams can work together to enhance customer marketing initiatives. In this episode, we explore: The inner workings of the Enable Us team and how they collaborate on customer marketing programs. The role of OKRs in fostering alignment between marketing and customer success teams. The importance of internal buy-in and how to nurture it. The signs that indicate it's time for tighter collaboration. Connect with Cece Lee on LinkedIn: https://www.linkedin.com/in/cecelee Connect with Lynn Pietryga on LinkedIn: https://www.linkedin.com/in/lynnp 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 How to Create Powerful Case Studies with Joel Klettke 47:47
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Play Later Play Later Lists Like LikedWelcome to another insightful episode of The Advocacy Channel! We're thrilled to have Joel Klettke, founder of Case Study Buddy and a renowned specialist in case study development, join us for today’s episode. With years of experience under his belt, Joel is an expert in harnessing the power of storytelling, customer reviews, and case studies to drive business growth. In today's rapidly evolving marketing landscape, it's crucial to understand how to create persuasive stories and maximize the impact of customer advocacy. Joel's expertise sheds light on the best practices for leveraging these key components in your marketing and sales efforts. Listen in as we dive into a range of engaging topics, such as: The critical aspects of crafting captivating case studies How to make the most of customer reviews in your marketing strategy The role storytelling plays in fostering trust and credibility with your audience Proven methods to uncover and highlight your best customer success stories Overcoming common hurdles in collecting and managing valuable customer feedback Don't miss out on this opportunity to learn from a seasoned industry expert and elevate your marketing game by embracing the full potential of storytelling and customer advocacy. Connect with Joel on LinkedIn: https://www.linkedin.com/in/joelklettke/ Check out the resource Joel mentioned to help you measure the ROI of your customer marketing and advocacy efforts: https://cmasoulmate.gumroad.com/l/cma-course Check out Case Study Buddy blog posts to learn how to write effective case studies: https://casestudybuddy.com/blog 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
Are you looking to build a successful customer education program but not sure where to start? This episode has got you covered! For Episode 18 of The Advocacy Channel, we had the pleasure of speaking with Shannon Howard, the Director of Customer and Content Marketing at Intellum - a leading customer education platform. Shannon is a customer marketing expert with years of experience building education programs for companies like The Predictive Index, the Institute for Integrative Nutrition, and Litmus. Her expertise spans from marketing to curriculum development to SaaS product management, making her the perfect person to guide us through the process of creating a successful customer education program. She helps us answer questions about customer education programs like: When is the best time to start one? What are the top mistakes to avoid? How do you use data to make better program decisions? Tune in to learn from one of 2023's Top 100 CMA Influencers & Strategists and start developing more power users and advocates of your product. 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
Welcome to a brand new year of The Advocacy Channel! Our first guest of 2023 is Dana Alvarenga. As the VP of Customer Experience at SlapFive, a customer marketing and advocacy software platform, Dana has plenty of experience developing customer marketing programs and knows how to make an impact. How to prove the impact of customer marketing on revenue While it’s now more important than ever to demonstrate the value of your marketing initiatives and get buy-in from your leadership team, Dana helps us understand how you can prove your value as a customer marketer, and show what customer marketing can do for your organization. Tune in to learn her keys to success in customer marketing, how to show that your programs are influencing revenue, and her four-step approach to building a customer program. Connect with Dana on LinkedIn: www.linkedin.com/in/danaalvarenga/ 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 What’s New in Customer Marketing 2023 With Scott K Wilder 34:55
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Play Later Play Later Lists Like LikedAfter so many incredible discussions with customer marketing experts from all over the world, we’re delighted to welcome back special guest Scott K. Wilder to The Advocacy Channel to round out the year. As the VP of Customer, Partner and Community Engagement at Base, Scott has over 20 years of experience delivering customer advocacy programs for companies like Hubspot, Google, Marketo, Coursera, and Apple. Customer Marketing in 2023 Scott joined us in Episode 8 to help us understand several important lessons in customer advocacy and is back to discuss what's new in customer marketing and what to expect in the new year. Happy holidays from everyone at The Advocacy Channel! We can’t wait to share more with you in 2023. Connect with Scott on LinkedIn: https://www.linkedin.com/in/wilder/ Visit the CLG Campus: https://clgcampus.base.ai/ 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 advocacychannel@impact.com…
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The Advocacy Channel: A Customer Marketing Podcast
1 All You Need to Know About Customer Reference Programs 37:44
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Play Later Play Later Lists Like LikedWhat 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/ 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 advocacychannel@impact.com…
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
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Welcome to The GaryVee Audio Experience, hosted by entrepreneur, CEO, investor, content creator, and public speaker Gary Vaynerchuk. On this podcast, you'll find a mix of the Podcast With Friends episodes, WineText TV recaps, Keynote Speeches on marketing and business, interviews, and fireside chats I've given. Enjoy!
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