On this episode of The CustomerX Files, Alison is joined by Matt Egan, Global Content Director at Foundry, and Doni Lerner, Vice President of Strategy at PeerSpot. Creating content is a cornerstone of the job for most marketers, but with the evolution of content creation strategies and tactics, it's difficult to find focus and success. Matt and Doni discuss recent industry research related to content creation and consumption alongside observations about what it now takes to really craft meaningful content that impacts buyers.

On this episode of The CustomerX Files, Alison is joined by two powerhouses in the customer community space: Mary Green, Co-Founder of clubCX and Jenna Feldman, Customer Advocacy Marketing Manager at AlphaSense. For a long time customer advocacy and community were viewed as separate entities within marketing. Lately, they've become much more entwined. Why? Like so many things related to the customer experience, they are simply better together - listen and learn about building a strong customer community, launching a program, and how community should be at the heart of a customer-led marketing strategy.

On this episode of The CustomerX Files, Alison is joined by Evan Huck, CEO & Co-Founder at UserEvidence. The quality versus quantity debate isn't new, but with the evolution of the buyer's journey and more reliance on social proof and user reviews, it may be closer to a solution. Alison and Evan discuss the role of social proof through the buying cycle, how consumers are becoming more savvy, and yes, why quality over quantity matters.

On this episode of The CustomerX Files, Alison is joined by Natalie Anillo, Senior Product Marketing Manager of Worldwide Customer Advocacy at Microsoft Security. What exactly do we mean by organic customer advocacy? How are we as customer advocacy professionals responsible for owning corporate brand? And how do the two intersect? Tune in to learn more about how goals for advocacy professionals really find common ground, regardless of the size of your organization. And learn from one of the most thoughtful customer advocacy professionals in the business about how she drives value and awareness for one of the world's largest brands.

On this episode of The CustomerX Files, Alison is joined by Emily Amos, Founder & CEO of Uplift Content. This is a discussion about all things content, specifically customer case studies - everything from creation to measurement. What role does AI play in the future of content creation? How can we be more meaningful and impactful with case study metrics? And what's a way to increase content creation without losing authenticity? Tune in to find out - tons of pearls of wisdom in this one!

On this episode of The CustomerX Files, Alison is joined by Tjitske de Vries, Global Community Relations Manager at Malwarebytes, to discuss the ways that advocacy has evolved over the past five years - and how it impacts us personally as well as professionally. This "winding road" discussion covers everything from being a working mom and woman in tech, to the differences between advocacy in B2B and B2C worlds, and arrives at a final destination of how advocacy can be used to permeate and improve overall corporate culture.

On this episode of The CustomerX Files, Alison is joined by Kevin Lau, the Senior Director of Customer Advocacy & Experiential Marketing at F5. We know there are many reasons why customer retention is important; but perhaps it’s even more critical as the economy continues to shift and customers (rightfully so) have reason to ask more of their partners and vendors. Kevin and Alison discuss just that: how do we (re)focus our attention as marketers on customer retention?

On this episode of The CustomerX Files, Alison is joined by Joe Kevens, Director of Demand Generation at PartnerStack.  Most agree that there are things that just go better together: peanut butter and jelly, Bert & Ernie, and yes, customer marketers and demand generation professionals. Yet, even though part of the same team, different goals and areas of focus often leave demand generation professionals and customer marketers out of sync. Joe & Alison discuss how we can bridge this gap and improve/inspire collaboration, better alignment, and they air some typical grievances between the two groups along the way - in the spirit of problem solving and collaboration, of course.