This article was transcribed from a fireside chat at the Customer Marketing Summit in 2019.


In this article, Jeni Asaba, Sr. Manager of Customer Engagement & Advocacy at Jamf, and Jennifer Susinski, Global Customer Advocacy & Experience Manager at Taulia, discuss:

  • Customer advocacy vs. customer marketing
  • How to create a customer-first mentality
  • What it means to give your customers a seat at the table
  • Some tips and tricks for success

Customer advocacy vs. customer marketing

Jennifer Susinski: I'd like to first kick things off by getting your thoughts on customer advocacy versus customer marketing. Do you think they're one and the same, or are they two different buckets?

Jeni Asaba: I love this topic. This comes up a lot in conversations around advocacy programs, and what I encourage people to ask themselves when they think about this is can you have one without the other? So can you have customer advocacy without customer marketing and vice versa? And does that matter?

I wholeheartedly believe that customer marketing is a natural byproduct of any successful customer advocacy program, but the reverse is not always, if ever, true.

This goes back to the idea that people do not like being sold to. I'm certainly not a big fan of being marketed to. But if you treat customers really well and show them that you support them through a well-rounded advocacy program, I believe they're going to get what they want out of the program and want to help you with your additional efforts, which naturally creates those customer marketing opportunities.

Jennifer Susinski: I 100% agree. I knew from the get-go that if I built a program that gave back to my customers, I would always be able to fulfill marketing requests. When you provide value to them, and you are a strategic part of their success, there are always going to be customers that are willing to do stuff on your behalf. Leading with asking and then giving back further down the funnel doesn't always work.