In this episode of The Advocacy Channel, we're excited to welcome Yulia Shilkina from Gen3 Marketing, a leading performance marketing agency in the affiliate marketing space.

In this episode, Yulia reveals how the lines between customers, influencers, and affiliates are blurring—and why that's creating unprecedented opportunities for authentic advocacy. You'll discover:

• How to identify and activate customers who are already creating organic content about your brand
• The hidden metrics like saves and shares that reveal which customers are your true brand champions
• Why treating influencer and affiliate as one connected ecosystem captures more value than managing them as separate channels

Yulia shares insights on creating a unified partner ecosystem where customer advocacy fuels creator content, influencer partnerships drive discovery, and affiliate programs capture conversions. Learn why the most successful brands treat these channels as interconnected parts of the modern buyer journey rather than isolated channels.

Connect with us:

• Send us an email at advocacychannel@impact.com
• Visit us at impact.com/blog/

Connect with Yulia: https://www.linkedin.com/in/yulia-shilkina/

Learn more about Gen3 Marketing: https://gen3marketing.com/

Loving this show? Explore impact.com's other podcasts packed with insights:

• The Partnership Economy
• The Publisher's Playbook

In this episode of The Advocacy Channel, we're excited to welcome Andrew Noonan, who oversees Aeroplan's e-store, partnerships, and gift card programs at Air Canada. With over 15 years of experience in loyalty and payments, Andrew brings unique insights into creating meaningful customer engagement beyond traditional points collection.

Join us as we dive deep into the evolving world of loyalty programs and uncover strategies that transform how brands think about customer relationships. Andrew shares his expertise on:

• Building trust through transparent tracking and clear communication with members
• Creating "everyday relevancy" by integrating loyalty programs into customers' daily lives
• Leveraging family sharing features to increase engagement and redemption rates

Andrew emphasizes the importance of understanding your shared customer's entire journey: "If you're going to partner with a loyalty program, you need to understand the fundamentals because your customer is a part of that program."

Connect with Andrew: https://www.linkedin.com/in/andrewnoonan/

Connect with us:

• Send us an email at advocacychannel@impact.com
• Visit us at impact.com/blog/

Loving this show? Explore impact.com's other podcasts packed with insights:

• The Partnership Economy
• The Publisher's Playbook

In this episode of The Advocacy Channel, we're excited to welcome Katlin Hess, Director of Customer Marketing at G2, who brings a unique perspective from both sides of the customer relationship.

Join us as Katlin Hess, Director of Customer Marketing at G2, shares her journey from being a G2 customer to leading their customer marketing efforts. Discover how G2 has transformed customer feedback into a strategic business driver, with 90% of their revenue team actively using customer stories to drive deals forward. Katlin reveals powerful strategies for:

Building a searchable AI library of customer proof points that spans case studies, call recordings, and reviews

Creating a unified customer communication strategy by auditing and aligning cross-functional touchpoints

Measuring the real revenue impact of customer advocacy programs beyond activity metrics

Katlin emphasizes that successful customer marketing is all about relationships, both with your customers and internally across teams. Learn how to make customer voice truly heard throughout your organization and turn customer feedback into your most powerful business asset.

Connect with us:

Send us an email at advocacychannel@impact.com

Visit us at impact.com/blog/

Connect with Katlin: https://www.linkedin.com/in/katlinhess/

Loving this show? Explore impact.com's other podcasts packed with insights:

• The Partnership Economy
• The Publisher's Playbook