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.
If 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 content
- Career advice for customer marketers and educators
- Building internal influence as a customer marketer
Episode Outline:
(00:00) Introducing Shannon Howard
(04:24) The advantages of a diverse career path
(09:55) Combining customer marketing and education
(12:46) Mapping the customer journey for success
(16:14) Aligning across teams through shared goals
(22:37) The education-led growth maturity model
(26:38) Shannon’s hot take in customer marketing
Disclaimer
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