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

Ever wondered when your company should launch an advocacy program or how to scale it globally? In today's episode, we're thrilled to welcome Brian Jambor, an expert in partnerships and customer advocacy who's held leadership roles at Infusionsoft, Sendoso, Uberall, and now Synthesia. Brian shares his wealth of experience, offering actionable insights into identifying the right time to launch advocacy initiatives, the critical milestones of product-market fit, and tailoring advocacy strategies for global markets.

Listen in as Brian reveals how to balance being hungry to learn and staying humble, the importance of clearly defining the problem your product solves, and the must-have technologies that will supercharge your advocacy programs. Plus, he dives into how AI and automation are transforming the landscape of customer advocacy, making it easier than ever to engage with your global audience effectively.

Whether you're launching a brand-new advocacy program or scaling internationally, this conversation is packed with practical advice to ensure your success.

Connect with Brian on LinkedIn: Brian Jambor

Connect with us:

• Get more customer marketing insights at impact.com/blog
• Connect with host Will Fraser on LinkedIn: Will Fraser

Have questions or suggestions? Email us at advocacychannel@impact.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 joined by David Yovanno, CEO of impact.com—the world’s leading partnership management platform, for an informative discussion on the transformation of marketing in the digital age. Drawing from his extensive experience since the late 90s, Dave shares valuable perspectives on how consumer trust and authentic relationships are reshaping the marketing landscape.

Join us as we explore the evolution from traditional advertising to modern partnership-driven growth. Dave provides fascinating insights on:

• The historical shift from brand-controlled messaging to authentic, community-driven conversations
• How digital transformation and social commerce are creating new opportunities for meaningful connections
• Why understanding customer journeys and trust-building is crucial for modern marketing success
• Practical strategies for brands to adapt and thrive in the partnership economy

Connect with us:

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

Connect with Dave:

• LinkedIn: https://www.linkedin.com/in/dyovanno/
• Email: dave@impact.com
• Book: The Partnership Economy

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

• The Partnership Economy
• The Publisher's Playbook

Join us for an insightful conversation with Mal Chia, ecommerce growth expert and former Head of Marketing at Uber Australia. Now as the Co-Founder and Managing Director of Ecom Nation, Mal shares how DTC brands can leverage customer advocacy to drive sustainable growth through performance marketing solutions. Drawing from his experience helping numerous ecommerce brands with affiliate marketing, CRM, and loyalty programs, Mal provides valuable insights on the evolving landscape of customer advocacy in online retail.

Discover how successful ecommerce brands are forging deeper connections by building authentic customer communities. Mal shares practical tips on structuring reward programs for different customer segments, from casual buyers to brand advocates, and explains why some of Ryderwear's most successful ambassadors weren't traditional influencers at all.

Learn how modern ecommerce brands can balance performance marketing with community building to create sustainable growth in an increasingly competitive landscape.

Connect with Mal:

Listen to his podcast This Week in Ecommerce:

• Apple: https://podcasts.apple.com/us/podcast/this-week-in-ecommerce/id1704277054
• Spotify: https://open.spotify.com/show/0uSoK7iZhx487phAhunGqN

Connect with Mal on LinkedIn: linkedin.com/in/malchia

Connect with us:

Send us an email at advocacychannel@impact.com

Visit us at impact.com/blog/

Connect with Will on LinkedIn: linkedin.com/in/wifraser/

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

• The Partnership Economy
• The Publisher's Playbook

Where should your customer reference program live in your organization? While most companies place it under Marketing or Customer Success, Sage Intacct took a different approach by putting it under Sales - with remarkable results.

In this episode, we're joined by Kara Manfredi and Simon Le-Fevre from Sage Intacct, who share their journey of transforming a struggling customer reference program into an award-winning revenue driver. They discuss how moving the program under Sales led to:

- Faster reference turnaround times

- Stronger executive buy-in and budget support

- Better sales team adoption and engagement

- Direct connection to revenue impact

- Improved coordination with marketing initiatives

Kara and Simon share practical insights on making this transition, from gaining stakeholder support to measuring success. Whether you're looking to start a reference program or enhance an existing one, this episode offers a fresh perspective on organizational structure that could transform your approach to customer references.

Learn how this innovative move helped Sage Intacct win "Customer Marketing Team of the Year" at the Customer Marketing Alliance Awards. For anyone involved in customer reference programs, customer marketing, or sales enablement, this episode provides actionable insights on aligning customer advocacy more closely with revenue generation.

Connect with Kara on LinkedIn: https://www.linkedin.com/in/karamanfredi/

Connect with Simon on LinkedIn: https://www.linkedin.com/in/simon-le-fevre-614a2515/

Connect with us:

Get more customer marketing insights and strategies at impact.com/blog/

Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/

Have a question? Suggestion? Email us at advocacychannel@impact.com

Season 2 of The Advocacy Channel Podcast is here, and it’s now brought to you by impact.com, the leading partnership management platform! We’ve had a bit of a facelift, but we’re still the same customer advocacy podcast you know and love, hosted by Will Fraser, former co-founder and CEO of SaaSquatch.

In this episode, we’re tackling a key question: When is the right time to launch a referral program, and how can you make it truly effective? To help us dive in, we’re joined by Doug Lewis, an experienced growth marketer who’s led successful referral programs at companies like Trusted Health and Hired.

Key insights on building effective referral programs:

Drawing from his experience managing referral programs in different industries, Doug shares valuable insights on:

• When to launch your referral program
• The importance of aligning incentives with what your customers truly value
• How to reduce friction in the referral process
• Strategic ways to integrate referral opportunities into customer touchpoints
• Tips for testing and optimizing your program over time

Learn how Doug's team achieved remarkable success by tapping into travel nurses' communities and understanding their motivations. Whether you're just starting out or looking to enhance your existing referral program, this episode offers practical strategies you can implement today.

Connect with Doug on LinkedIn: https://www.linkedin.com/in/doug-a-lewis

Connect with us:

Get more customer marketing insights and strategies at ⁠impact.com/blog/

Connect with host Will on LinkedIn: ⁠www.linkedin.com/in/wifraser/ ⁠

Have a question? Suggestion? Email us at advocacychannel@impact.com

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

• The Partnership Economy
• The Publisher's Playbook