11 Customer Advocacy Podcasts To Learn From

This article shares a curated list of 11 customer marketing podcasts that promise to teach and guide your customer advocacy efforts.

With each podcast, we tell you a little about the host, the show, and how often you can expect to see a new episode published. 

To give you an idea of who and what you can expect to hear, we share a list of recent guests and the topics they discuss.

In our search, we also found a couple of inactive, exclusively customer-advocacy-focused podcasts. Although they are no longer running, we felt they were too good to ignore. 

So, we’ve added them to the end of the list (Beating The Drum, All About The Customer, and CustomerX Files). You’ll also find a couple of single episodes that share priceless insights on the basics (From B2B Customers to B2B Advocates and (What Motivates B2B Customers To Become Advocates).

We hope you find this lineup helpful!

Get ready to listen to innovators and creators who share their advice on best-practice customer marketing and advocacy tactics.

Top 11 Customer Advocacy Podcasts: Recap table

#1 The Advocacy Channel

The Advocacy Channel is a customer marketing podcast hosted by Will Fraser, SaaSquatch’s co-founder and CEO. As SaaSquatch is a referral and loyalty platform provider, this podcast should be your first stop for the latest insights and strategies for engaging your customers and building brand advocacy.

Since launching his first tech company in 2009, Will has been an active member of the global tech community. As an expert, he’s helped some of the world’s largest companies build their digital growth channels for success.

Frequency

Ad-hoc

Recent guests 

Some of Will’s recent podcast guests include:

• Keith Posehn, CEO of Zorz, a consulting group focused on scaling performance marketing efforts for clients
• Angela Wells, Head of Customer Advocacy & Executive Programs at Splunk, a big data software platform
• Shannon Howards, Director of Customer & Content Marketing at Inellum
• Dana Alvarenga, Vice President of Customer Experience at SlapFive Customer Marketing
• David Sroka, CEO at Point of Reference

Topics covered

The Advocacy Channel is laser-focused on all the elements that drive customer advocacy in B2B. It brings in experts within each field, and some of the topics you’ll find include referral marketing, executive customer advocacy programs, customer reference programs, case studies, and customer education programs.

More on The Advocacy Channel

#2 Retain: The Customer Retention Podcast

With weekly episodes, Retain: The Customer Retention Podcast is brought to you by Gameball, a growth marketing platform that uses gamification for loyalty and rewards programs. 

Hosted by Lauren DeSouza, Co-founder and CEO of Ace Inc., the podcast dives into the importance of focusing on retention and shares how international companies use it to keep their customers coming back for more.

Frequency

Weekly 

Recent guests

Some of Lauren’s recent guests include:

• Brittany Hodak, Keynote Speaker, Author, and Co-founder of the Superfan Company 
• Kris Rudeegraap, Co-CEO and Co-Founder at Sendoso
• Shep Hyken, New York Times Bestselling Author & Customer Service & Customer Experience Expert
• Sandeep Dube, COO at MailChimp
• Rand Fishkin, Cofounder of SparkToro & Snackbar Studio

Topics covered

With a stack of 40 episodes, the podcast covers all aspects of customer retention. Some key themes include customer research strategy, how to turn loyal customers into superfans, how to make an emotional connection with your customers, and how to deal with churn and retention rates.

More on Retain: The Customer Retention Podcast

#3 Customer Marketing Catch-Up

Sponsored by Influitive, the Customer Marketing Catch-up shares insights from the industry’s biggest names on navigating customer marketing’s ins and outs. Ari Hoffman, the show’s host, is Influitive’s VP of Customer Marketing & Advocacy. 

Frequency

Ad-hoc

Recent guests

Some recent podcast guests include:

• Joshua Zerkel, Head of Global Engagement Marketing (Community) at Asana
• Sangeeta Walsh, VP Marketing and Alliances at Dialpad
• Sara Steffen, Senior Director, Customer Marketing at Databricks
• Annie Eissler, VP of Customer, Partner, and Expert Insights Marketing
• Virginia Bryant, Director of Customer and Content Marketing at GitHub 

Topics covered

With stories of guests’ real-life scenarios in the battle to achieve impactful customer advocacy, the podcast covers creating successful customer advisory boards, using intelligence to get to know your customers better, and why multifaceted communities are the future.

More on Customer Marketing Catch-Up

#4 FINITE: B2B Marketing Podcast

Launched in March 2019, The Finite B2B Marketing Podcast, sponsored by 93x, is one of the most regular and longest-running podcasts in B2B marketing. It targets B2B tech, software, and SaaS marketers.

FINITE founder Alex Price hosts the show. At only 20, Alex founded a B2B digital agency in his bedroom. He then worked to scale it organically to a team of 35+ and multi-million-pound annual revenue before selling it off in April 2022.

Frequency

Bi-monthly

Recent guests

The podcast’s guestlist boasts all the leaders across tech, including:

• Leando Perez, SVP & CMO Asia Pacific at Salesforce and top voice on LinkedIn
• Rory Sutherland, Vice Chairman at Ogilvy
• Alison Macleod, CMO at Flywire
• Chris Cunningham, Founding Member of Click-up and Head of Social Marketing
• Kate Parker, Chief Operating Officer at Transcend

Topics covered

With a mix of innovative and ambitious leaders in B2B tech as guests, the topics discussed across the episodes are broad. The podcast includes episodes on community marketing, go-to-market planning, content marketing, and sales and marketing alignment. You will also find insights on how to create a buzz for B2B customer events and how to use ABM roundtables for growth.

More on FINITE: B2B Marketing Podcast

#5 Marketing Spark

Hosted by Mark Evans, Fractional CMO and strategic advisor for B2B SaaS businesses, the Marketing Spark podcast features marketers and entrepreneurs discussing marketing to build brands, attract customers, and drive growth.

Frequency

Weekly

Recent guests

Some of Mark’s recent guests include:

• Josh Nielson, Founder & CEO at Zencastr, provider of an all-in-one podcasting platform
• Allyson Letteri, Marketing Leader & Startup Advisor
• Joel Klettke, Founder at Case Study Buddy
• Mike Diaz, Founder & Principal at Growth Canvas Consulting
• Jeremy Shere, Founder at Connversa and Co-Founder of Export Content Pros

Topics covered

With a broad selection of topics, Marketing Spark features several episodes on customer retention, preventing churn, and how to use case studies and podcasts to boost and drive customer advocacy.

More on Marketing Spark

#6 B2B Better

With over a thousand listeners worldwide, the B2B Better podcast aims to help complex SaaS businesses understand and execute real-world marketing strategies. 

The host behind the show is Jason Bradwell, founder of B2B Better, a thought-leadership studio providing B2Bs with brand-owned podcast solutions for their marketing efforts. 

Frequency

Ad-hoc

Recent guests

• Nick Patterson, Co-CEO at Storm+Shelter, a video production house 
• Leslie Venetz, Founder at the Sales-Led GTM Agency and a top voice on LinkedIn
• Daniel Messler, Head of Marketing at FounderPath
• Mark Killens, CEO & Co-Founder of Tack, a media and go-to-market firm for startups and scale-ups

Topics covered

While a big chunk of episodes focus on the benefits of using podcasts for marketing, several share valuable tips on how to get the most out of real-life customer advocacy initiatives such as trade shows and conference events. There is also a great episode on customer education which talks about how to produce webinars that don’t suck. 

More on B2B Better

#7 Confessions of a B2B Marketer

Created and hosted by Tom Hunt, Founder and CEO of Fame, a global podcast production agency, Confessions of a B2B Marketer claims to be a ‘brutally transparent marketing podcast.’ The show invites elite B2B marketers ready and willing to share their success tactics and growth strategies.

The podcast aims to find the answer to one big question: Why do some B2Bs seem to grow seamlessly and others don’t?

Tom is also a leading marketer who runs one of the largest global SaaS marketing communities, SaaS Marketer.

Frequency

Weekly

Recent guests

• Adam Robinson, Founder & CEO at Retention.com
• Brent Weaver, Leader, Entrepreneur and bestselling author
• Daniel Cmejla, VP of Community at Apollo

Topics covered 

Focusing on success stories across all marketing areas, the Confessions of a B2B Marketer podcast also discusses the shift in pipeline generation in the B2B SaaS industry, how to use podcasting as a relationship-building tool for customer advocacy, and strategies for creating LinkedIn stardom for brand awareness.

More on Confessions of a B2B Marketer

#8 The Proof Point

A podcast by UserEvidence, a customer advocacy software platform that automates social proof for B2B teams, The Proof Point promises to share everything you need to bulletproof your go-to-market strategy. The host, Mark Huber, VP of Marketing at UserEvidence, talks to the leaders in this space who openly share their hits and misses so you can learn from their experiences.

Frequency

Monthly

Recent guests 

A relatively new podcast that launched in January 2024, some of the guests featured so far include:

• Jen Allen-Knuth, Founder at DemandJen and Keynote Speaker 
• Kaylee Edmondson, Founder at DemandLoops and a top marketing voice on LinkedIn
• Jason Oakley, Founder at Productive PMM, a product marketing coach and consultant
• Morgan J. Ingram, Founder and CEO at AMP and a 4x top sales voice on LinkedIn
• Devin Reed, Head of Content at Clari and Founder at The Reeder

Topics covered

The Proof Point is a straight-talking podcast where guests share candid opinions. Each episode is filled with helpful advice for your go-to-market practices. The topics discussed include data-driven customer marketing strategies, what type of content captures authentic customer attention, and fostering an environment of customer trust.
More on The Proof Point

#9 The B2B Playbook

If you have a small B2B marketing team, then the B2B Playbook might be what you have been looking for in a podcast. It promises to make your marketing work for you. The hosts, Kevin Chen and George Coudounaris are marketing professionals who swear they’ve tried and tested the strategies they share so you don’t have to go through the mess of trial and error.

The podcast mixes episode formats. Some weeks, a guest is on the show, and others, Kevin and George, share their insights and top tips.

Frequency

Weekly

Recent guests

• Sam Dunning, Founder and Host at Breaking B2B, an SEO, design, and podcast agency for SaaS and tech B2Bs
• Meryoli Arias, Head of Social Media & Sr. Community Manager at Apollo
• Lashay Lewis, Founder at Authority Plug Content Strategy Advisor for B2B SaaS startups

Topics covered

The B2B Playbook covers many topics that will help with customer advocacy. These include B2B content strategy and execution, the importance of listening to and amplifying your audience’s voices through social media, and how to foster employee advocacy.

More on The B2B Playbook

#10 Social Media for B2B Growth

If LinkedIn is your social media focus for building brand awareness and customer advocacy, this podcast is for you. The podcast host is Michelle J Raymond, Head of B2B Growth Coaching and LinkedIn Trainer. Michelle is also the co-author of ‘The LinkedIn Branding Book.’

The podcast offers proven strategies for mastering and utilizing LinkedIn to its full potential for B2B customer marketing.

Frequency

Weekly

Recent Guests

Some of the recent guests Michelle has had on the show include:

• John Espirian, LinkedIn Trainer, Consultant & Community Leader & Conference Organizer at Uplift Live
• Ali Schwanke, Founder at Simple Strat and Host of HubSpot Hacks
• Laura Erdem, Sales Leader at Dreamdata 
• Neal Veglio, Founder at Podknows Podcasting
• Stephen G. Pope, Founder and CEO at Kontent Engine

Topics covered

The topics you’ll find on the podcast cover everything you need to know to achieve LinkedIn social media success. One topic that will help with customer advocacy is how to create powerful event content worth sharing. You will also find advice on the benefits of building a community, lessons learned from creating a paid community, and how to start an employee advocacy program on LinkedIn.

More on Social Media for B2B Growth

#11 Marketing Mixologists 

Hosted by Emily Munkittrick, Marketing Mixologists explores everything that makes up modern-day marketing. It is brought to you by Uncommon Marketing Works, a boutique marketing agency specializing in helping high-growth startups and SMBs drive scalable growth through marketing. The podcast covers the basics as well as advanced strategies.

Frequency

Ad-hoc

Recent guests 

Some recent podcast guests on Marketing Mixologists include:

• Jill Bruno, the woman behind RocketReach’s inbound-outbound setup and a top sales prospecting voice on LinkedIn
• Lori-Lee Elliot, Co-founder of Dauntless XR, an extended reality software developer
• Clodagh Higgins, Business & Performance for digital marketing and sales agencies
• Barret King, Senior Director, Revenue at New Breed, a HubSpot solutions company
• Marie-Laure Carvalho, CMO at Portnox

Topics covered

As the name suggests, the podcast covers a wide range of topics. It includes everything from aligning your content to the audience at each stage of the sales funnel to brand, storytelling, SEO, and the challenges and benefits of AI in marketing. 

More on Marketing Mixologists

Too good to ignore: Inactive podcasts and episodes you must listen to

Here’s a rundown of podcasts and episodes that didn’t make the cut. They’re either inactive or standalone episodes within broader marketing podcasts. However, they’re still incredibly relevant and valuable resources because they are laser-focused on customer advocacy.

• Beating The Drum—Hosted by Margot Leong, a San Francisco-based B2B Marketing Leader and TOP100 CMA Strategist, Beating The Drum aired its last episode in August 2023. With 81 episodes to listen to, the podcast offers invaluable insights into B2B customer marketing and advocacy practices.
  The podcast features interviews with marketing leaders worldwide who reveal how they create, nurture, and mobilize customer advocates at scale. Some of the guests include Irwin Hipsman, Customer Marketing Director and top-100 Customer Marketing Advocacy Influencer; Nick Bennett, Chief Customer Officer and Co-founder at Tack; and Kevin Lau, now Vice President of Customer Engagement at Freshworks. All three made our top 15 customer marketing influencers list.
• All About The Customer– Hosted by Dan Kalmar during his time as Managing Director of Upshot by Influitive (current Creative Director at Testimonial Hero), All About The Customer features interviews with key figures of customer marketing at Airbnb, Asana, and Headspace.
  The last episode was published in January 2024, and there are 38 episodes to peruse. The podcast is aimed at customer marketers, advocacy and community builders, and customer success leaders. Some of the topics you’ll find include the intersection of customer marketing and customer education, how AI can aid and hurt customer communities, and why and how to engage customer advocates early in the journey.
• CustomerX Files – Sponsored by PeerSpot, the host behind the CustomerX Files podcast is Alison Bukowski, former Head of Marketing (PeerSpot) and current Vice President of Customer Experience at Point of Reference.
  While there are only 16 episodes (the last one aired in October 2023), they are well worth listening to because they discuss reviews (quality vs. quantity), the intersection of brand and customer advocacy, securing renewals through customer advocacy, and creating a customer-centric culture.
• Renegade Marketers Unite—If you are looking for B2B customer advocacy innovator stories, you need to listen to the episode From B2B Customers to B2B Advocates. It discusses customer marketing tactics, how to facilitate customer advocacy/advisory groups, and how to know when your customer marketing program isn’t working.
  Hosted by Drew Neisser, a leading CMO Coach, AdAge CMO Columnist, author of Renegade Marketing, and a top LinkedIn voice, the Renegade Marketers Unite podcast shines a light on marketing innovators. It uncovers the how, what, and why behind the ongoing success of key figures in the industry. With over 480 episodes, you will find something on every topic of B2B marketing.
• What It Means— The other episode you must add to your customer advocacy learning playlist is What Motivates B2B Customers To Become Advocates. Aired in February 2024, it talks about the vital question many marketers forget to ask when creating customer advocacy initiatives: How do the customers benefit?
  Brought to you by Forrester, a leading influential research and advisory firm helping tech companies drive growth, the What It Means podcast has a library of 100 episodes on the ‘age of the customer’ topics.