The Advocacy Channel: A Customer Marketing Podcast

Advocacy and customer marketing have become hot topics in the modern marketing world, and for good reason! The brands that get ahead in competitive industries are the ones that purposefully build and leverage the advocacy and loyalty of their customers, prospects, partners, and supporters to drive new and repeat business.

Join host Will Fraser, SaaSquatch Co-Founder and CEO, as we go behind the scenes with marketing experts across industries to uncover the best insights and strategies when it comes to engaging your audience and building advocacy.


Episode 24: Beyond Word of Mouth: Exploring The Potential of Referral Marketing

Seasoned Expert Keith Posehn

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.

Episode 23

Navigating Executive Engagement for Optimal Business Growth With Angela Wells and Sarah Moody

In this episode, we explore the benefits of executive customer advocacy in the B2B tech space, discussing why creating value-driven executive customer experiences is essential. Tune in to learn more about the impact of such high-level relationships on customer loyalty, company budget, brand reputation, and competitive advantage.

Episode 22

The Anatomy of a Successful SaaS Case Study: A Deep Dive with Emily Amos

In this episode, we are joined by Emily Amos, CEO of Uplift Content, a B2B SaaS content marketing agency.

Emily 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.


Episode 21

Navigating Customer Marketing: From In-Person Events to Digital Communities with Patrick Kalie

In this latest episode,  Patrick Kalie from Swoogo discusses the evolution of customer marketing, common misconceptions, and the crucial roles it plays in a business. Tune in to learn more about current trends in customer marketing, explore effective strategies for post-event engagement, and discover Patrick's personal journey and insights in the field.

Episode 20

The Best Ways for Marketing and Customer Success Teams to Collaborate on Customer Marketing Initiatives

In this episode, we delve into the inner workings of the Enable Us team, exploring their approach to customer marketing programs and the role of OKRs in aligning marketing with customer success teams. We also discuss the importance of internal buy-in, share tips on nurturing it, and examine signs indicating the need for enhanced collaboration.

Episode 19

How to Do Case Studies Right: Common Pitfalls to Avoid and the Gaps You Can Cover with Case Studies

In our conversation with Joel, we delved into essential topics around creating effective case studies for growth. We touched upon the importance of identifying the right customers for case studies, crafting a compelling narrative that resonates with your target audience, and implementing a seamless, efficient process for case study development.

Episode 18

How to Start a Customer Education Program, and Start it Off Right with Shannon Howard

In this episode, we dive deep into conversation with Shannon Howard, a seasoned customer marketing expert, as she unpacks her extensive knowledge and offers valuable insights from her diverse experience in marketing, curriculum development, and SaaS product management, to guide us through the intricacies of creating a successful customer education program.



Episode 17

How Customer Marketing Influences Revenue and How to Prove it with Dana Alvarenga

Our first guest of 2023 is Dana Alvarenga. Dana helps us understand how you can prove your value as a customer marketer. Tune in to learn her keys to success in customer marketing, how to show that your programs influence revenue, and her four-step approach to building a customer program.

Episode 16

What's New in Customer Marketing and What to Expect in 2023 with Scott K. Wilder

After 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 finish the year. Scott is back to discuss what's new in customer marketing and what to expect in the new year.

Episode 15

All You Need to Know About Customer Reference Programs With CEO at Point of Reference, David Sroka

What do you do when a hot prospect asks for a customer reference? To help you get started, David Sroka has joined us on the show to provide his expertise. 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.

Episode 14

True Customer Loyalty and How to Build it With Your Customer. With Matthew Barnett, CEO at Bonjoro.

Drawing on Matt’s experience helping companies develop customer loyalty with human connection, Matt and Will discuss what true customer loyalty is, how to score your advocates at each lifecycle stage and properly engage them, plus the secret sauce required to delight any customer.

Episode 13

What's Next in Customer Advocacy? With Deena and Liz, Founders of Captivate Collective.

As customer marketing and advocacy initiatives gain more attention and discussion across industries, you might be wondering - What’s next in customer advocacy? To help us dig into the past, present, and future of customer marketing, we’re thrilled to welcome two very special guests Deena and Liz.

Episode 12

How Adobe's Marketo Engage Maintained Their Community Through a Merger and Acquisition

How does a customer marketer at a leading multimedia software company build brand advocates, and drive loyalty, retention, and ongoing demand? Hear it straight from the source as we welcome Kevin Lau, the former Global Head of Customer Advocacy at Adobe's Marketo Engage to episode 12.

Episode 11

How to Develop Advocates from the Beginning of the Customer Journey with Leslie Barrett

Welcome to Episode 11 with guest Leslie Barrett from Sendoso. In this episode, learn about her journey to becoming an award-winning customer marketer, her approach to developing advocates from the beginning of the customer journey, and the important lessons she’s learned along the way.

Episode 10

How to Identify When a Customer is Ready to Join Your Advocacy Program with Pablo Fernandes

How do you know it’s the right time to start a customer advocacy program? How can you tell if a customer is ready to participate? What can you learn when asking them to join your program? To help answer these questions, we welcome a seasoned customer advocacy expert, Pablo Fernandes.

Episode 9

The Importance of Authentic Customer Stories & How to Collect Them with Lauren Locke-Paddon

In this ninth episode, join host Will Fraser as he and Lauren dig into the importance of authentic customer stories, how customer success and marketing can work together on customer advocacy initiatives, how to get started on building your library of customer stories, and much more!

Episode 8

Important Lessons in Customer Marketing with Advocacy Expert Scott K. Wilder

In this episode Will and Scott discuss the importance of coordination between teams to drive customer centricity, how to leverage a product approach to customer marketing, and how customer advocacy doesn't only include the customer, but also involves your employees.

Episode 7

How to Build a Successful & Engaging Customer Feedback Program with Ozkan Demir

In this episode guest Ozkan Demir, the CEO and Co-Founder of Pisano, helps us uncover what feedback loops are, how to collect the best feedback from your customers, and how to actually use that feedback to build stronger, more profitable relationships with them.

Episode 6

Fiverr's unique approach to building genuine customer connections with Trisha Diamond

In our first episode of 2022, Trisha Diamond, Director of Customer Success at Fiverr, shares her unique approach to building genuine customer connections. Plus, we get an inside look at how she built Fiverr's CS department from the ground up.

Episode 5

How to get company buy-in for your customer advocacy program with expert Jon Ashley

In our final episode of 2021, Jon Ashley and host Will Fraser break down how you can get company buy-in for your customer advocacy initiatives, how to set realistic expectations and goals, and what to consider for the best results.

Episode 4

How to align marketing and product teams for ultimate growth with guest Maria Cuasay

In this episode Maria Cuasay, Product Growth Manager at Ancestry, and host Will Fraser discuss how growth marketers can best work with product teams to scale their product and delight their customers.

Episode 3

How to combat rapidly increasing customer acquisition costs with guest Rory Capern

Guest Rory Capern and host Will Fraser discuss market trends, and how you can adjust your marketing strategy to combat rapidly increasing customer acquisition costs.

Episode 2

Top strategies for building customer advocacy with Rebecca Kapler, Customer Marketing Manager @ Jobber

In this episode, Will chats with guest Rebecca Kapler, Customer Marketing Manager at Jobber, to understand how she leverages different programs to build customer advocacy, why it's important, and how it contributes to Jobber's continued success.

Episode 1

How recipient benefiting incentive programs achieve better results with Rachel Gershon

In this episode, Will chats with Rachel Gershon, the assistant professor of marketing at the University of California, about her innovative and game-changing research on referral program reward structure!


A podcast made by marketers for marketers

Meet your host, Will Fraser.

With over a decade of personal experience launching customer referral and loyalty programs for brands across the globe, Will has seen firsthand how successful companies deliver amazing results with advocacy and loyalty marketing. As a customer marketer, entrepreneur, and CEO of SaaSquatch, Will strives to lead engaging conversations on The Advocacy Channel: A Customer Marketing Podcast that leave you with practical tools and advice to use on your customer marketing journey.

Available wherever you get your marketing podcasts!

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Become a guest on the show!

Are you a customer-centric marketing, product or customer success professional who has some actionable insights that you'd like to share with our listeners? Send us an email at and let's chat about getting you on one of the most popular customer marketing podcasts!