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.
Demand 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 growth levers, how to show impact with limited resources, and where AI helps scale without losing the human touch.
What you’ll learn:
- Why putting customer marketing under demand gen unlocks budget and attribution
- How to prove the revenue impact of advocacy programs (even with small teams)
- Why scaling starts with deep customer understanding, not just more content
Episode Outline:
(00:00) Introducing Rodrigo Souto
(00:41) Rodrigo’s path from HubSpot to Zappi
(05:29) Lessons from international markets and product-led growth
(10:25) Leading demand gen with a customer-first mindset
(12:36) Why customer marketing now reports into demand gen
(14:54) Breaking down the budget and attribution challenge in customer marketing
(19:00) References and referrals as clear revenue levers
(23:52) How to use AI to scale output without losing human touch
(27:52) Getting started with revenue-backed customer marketing
(29:44) Practical advice for growing into a marketing leadership role
(33:55) Closing thoughts on strategy, trust, and leadership in customer marketing
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