Customer Champions
Customer Champions
Podcast Description
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 become champions when you make them feel valued first.
Podcast Insights
Content Themes
Explores customer marketing, advocacy strategies, and engagement techniques with episodes like 'How to Build Trust Through Customer Education' featuring insights on aligning customer education with marketing strategies and mapping the customer journey for success.
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 become champions when you make them feel valued first.
Net 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 saying no when needed. He shares how PartnerStack evolved customer marketing from a reactive support function into a revenue-driving engine, how marketing can influence expansion pipeline and product adoption, and why relationships only scale when paired with rigor.
What you’ll learn:
- Why NRR starts with marketing, not renewals
- How pipeline quality directly impacts churn and expansion
- Ways to segment customers to focus on real growth potential
Episode Outline:
(00:00) Why NRR starts with marketing, not renewals
(00:35) Introducing Tyler Calder, CMO at PartnerStack
(01:42) Tyler’s path from finance to revenue-driven marketing
(04:05) Early lessons from Eloqua, agencies, and partnerships
(06:20) Partnerships and customer marketing as operational functions
(09:40) Segmentation, focus, and the 80/20 problem
(11:01) How pipeline quality impacts churn and NRR
(14:05) Defining ICP and fixing retention at the top of the funnel
(18:59) Building customer marketing as a revenue engine
(24:08) Measuring expansion, adoption, and NRR effectively
(29:40) Owning the story: elevating customer marketing’s role
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