Why Customer Advocacy Should Be a Standalone Department (Similar to Success or Marketing) with Hollie Wegman

“There’s no more authentic way to explain to someone what a product does and how it might change their work, then through hearing a similar person using that product. It’s much more powerful than the company itself running an ad that says, This is going to change your life.” – Hollie Wegman

Hollie Wegman is an Executive-In-Residence at Redpoint Ventures. Previously, she was the VP of Marketing at Segment and Envoy (where she was my boss and mentor!) I love exploring customer advocacy from as many angles as possible, and I thought it would be great to bring Hollie on to provide a more macro, birds-eye-view and executive lens around the value of this function. You can connect with her on LinkedIn. 

On this episode, we cover:

  • Why she thinks of marketing as “alchemy and the machine”
  • Why she thinks customer advocacy should be its own separate pillar (instead of reporting into success or marketing)
  • The metrics she thinks are most useful to measure customer marketing’s success at various company stages
  • How she advises customer marketers at earlier stage companies to figure out their goals (due to lacking strategic priorities)
  • How to present your department’s value at an executive level

You can find the full transcript of the episode here.

Thanks for tuning in! If you enjoyed this podcast, I would be over the moon if you could share it with others, especially those in the customer marketing and advocacy space. For more interviews with advocacy leaders and tips on creating customers that will sing your praises, head on over to beatingthedrum.com.



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