What if your next advocate isn’t the person filling out your surveys or shouting on social media… but someone quietly cheering for you in the background?
In this episode, I sit down with Shannon Howard, Senior Director of Customer & Content Marketing at Intellum, for a conversation that redefines how we see customers, loyalty, and the hidden stars inside our ecosystem.
From understanding yesterday’s believers to spotting tomorrow’s fans, Shannon unpacks why advocacy isn’t a program you run... it’s a relationship you nurture. We explore the limits of personas, the power of community moments, how to identify advocates hiding in plain sight, and why the strongest customer stories aren’t always the loudest ones.
If you’ve ever wondered how to find your advocates, engage them meaningfully, or build loyalty that lasts longer than a quarter, this episode will reshape the way you think.
Hit play — your perspective on customer personas might never be the same.
In Part One of this special two-part series, we began talking about how community has become one of those words that everyone uses and no one defines. It shows up in strategy decks, Slack channels, and CRM fields, yet rarely captures what it is meant to hold: real human belonging. In this episode, we dive straight into the heart of that tension with someone reshaping the entire conversation.
I sit down with Zach Hawtof, CEO of TightKnit.ai, a platform rewriting what digital connection looks like. What started as a conversation about Gen Z, Slack cultures, and the evolution of community quickly turned into something bigger. The insights were so layered, so energizing, and frankly so much fun, that we broke this interview into two episodes.
Zach walks through his journey from Salesforce to building TightKnit, why old-school forums were never built for the emotional reality of modern users, and how community has shifted from case deflection to career elevation. We explore the difference between an audience and a true community, what brands keep misunderstanding about connection, and why younger generations are rewriting the rules faster than platforms can keep up.
From the philosophy behind digital belonging to the mechanics of chat-based community design, this first part sets the stage for a new way of thinking about customer loyalty, culture, and technology. If you’re a customer marketer, community leader, or simply someone who has sat in one too many “we need a community” meetings, this episode will feel like a long-overdue reset.
In Part Two of this special series, the conversation with TightKnit.Ai CEO Zach Hawtof goes from smart to seriously unmissable. Our chat was so rich, real, and resonant that we had to break it into two episodes, and this is where it gets especially tactical for anyone owning or influencing community and customer marketing.
We pick up right where we left off, talking about how community can become painfully transactional on both sides: for the member and for the manager. From there, Zach unpacks what it really takes for a community to feel alive and valuable today. We get into the three things every community must offer now: real discovery and visibility instead of hidden forums, radical transparency instead of hiding bugs and issues, and thoughtful onboarding that treats the first five minutes like it defines the next three months.
Zach also shares how he thinks about goodwill as gravity, why the CEO should be present in the community, and how connectors quietly build the most powerful networks in the background.
So whether your community lives on Slack, LinkedIn, or somewhere between a DM and a dream, this episode gives you a grounded, human playbook for building spaces people choose to stay in, not just sign up for.
Gifting is Not a Strategy is a conversation about what happens when the heart of customer marketing gets buried under perks, points, raffles, and rewards. If you caught episode nine with Jeni, you will remember how energizing it felt to explore her idea of weaving charitable giving into customer communities. That discussion surfaced something important. In a world obsessed with KPIs and retention curves, it is far too easy for programs built on connection to drift into transactional territory.
In under ten minutes, this episode offers five creative ways to build emotional ROI. Two ideas are perfect for anyone building a program from the ground up. Three are designed to revive a community or advocacy engine that has slipped into transactional habits. It is a quick listen with the power to spark a gentle but meaningful shift in the way you design customer experiences.
PS: Don't miss out on the last two minutes, I am eager to know what you think of the song I made to wrap the episode.
Community is not a tactic. It is people, purpose, and the quiet belief that small actions can create lasting change. In this episode of The Loyal-Tea Talks, Jeni Asaba from Jamf shares how a single trip to rural Uganda turned into Building for Bridget—a nonprofit, a school, and a promise that no child’s fire should fade for lack of opportunity. What began with shoes that grow and backpacks of school supplies became something bigger: a living example of what happens when you stop asking “Why me?” and start asking “If not me, who?”
That same mindset now fuels the way Jeni leads customer advocacy and community at Jamf. Instead of chasing hoodies and points, she invites customers to turn their actions into impact.
We talk about growing shoes, virtual zoo tours, virtual mapping, and the simple truth how even the tiniest dollar amounts can help make a difference while everyone part of the process enjoys it. Suddenly generosity feels accessible. Creativity becomes a lever. And community stops being a dashboard metric and starts being a mirror of our shared humanity.
In this episode you will learn• How to shift rewards from stuff to substance without losing engagement• How to design meetups where people bond as humans, not just users• How to invite leadership,, and customers into a purpose-led model• Why customers stay longer when they feel they helped someone else
If you lead a community or advocacy program, this conversation hands you a place to begin: add a donate-instead option at your next event, invite customers to vote on vetted causes, offer charitable redemptions in your rewards catalog, or host a virtual experience that gives back. None of it requires a perfect budget. It only requires intention and a willingness to start before everything is figured out.
Loyalty is not a transaction. It is a transformation. And sometimes the most loyal thing you can build is simply a better world.
Below is the link to Building for Bridget, for anyone moved to learn, share, or support.
Your employees are your most authentic brand ambassadors, but the way they share, connect, and influence is evolving fast. In 2025, employee advocacy isn’t just about posting on LinkedIn or sharing a press release; it’s about creating a culture where employees feel proud, empowered, and inspired to represent the brand in ways that resonate with today’s audiences.
In this episode of The Loyal-Tea Talks Podcast, I’m joined by Debra Squyres, the CCO of Bonusly, to unpack the five key trends redefining employee advocacy and explore how they’re making a measurable dent in employer branding. From authenticity over polish, to gamified engagement, to the integration of advocacy into everyday workflows, you’ll hear how companies can tap into the voices of their people to build trust, attract talent, and boost retention.
Pour yourself a cup and tune in for this ten-minute podcast. As promised, let's connect on Instagram and LinkedIn
We’ve all done it, rolled out shiny points, badges, and leaderboards, thinking we’re fueling advocacy. But here’s the real tea: most points programs fail not because customers stop engaging, but because we stop thinking about why they should.
The next ten minutes will take you behind the curtain into the mind of a program manager designing a points-based advocacy program from scratch. From how points are earned, redeemed, and valued, to where most programs lose trust and ROI, she unpacks the math and the mindset behind meaningful gamification.
You’ll hear:
This isn’t about piling on more points. It’s about designing advocacy that feels human, clear, fair, and built on trust. Because when you gamify with grace, you don’t just boost participation, you build loyalty that lasts.
In this episode, I welcome a guest whose name echoes across the halls of global customer advocacy: Pascale Royal, Director of Customer Marketing at F5, with an extraordinary track record at Coupa, ServiceNow, and Citrix.
From ballet-inspired precision to orchestrating flagship events, executive councils, and storytelling programs, Pascale has elevated customer marketing into an art form. I admit to fangirling as Pascale shares her global journey—from APAC to EMEA to North America—breaking silos and connecting people through advocacy that lasts.
Together, we explore what it takes to scale global advocacy without losing soul, why sentiment trumps systems at the start of any program, and how localization is both a sign of respect and a strategic advantage. Pascale’s “magic wand” moment was my aha moment on this podcast and is something you shouldn't miss.
Customer advocacy is one of the most rewarding yet demanding parts of marketing. Between scaling love, proving ROI, energizing champions, and juggling constant asks, burnout often creeps in—for us and for our advocates.
In this episode of The Loyal-Tea Talks Podcast, I sit down with Dave Hansen, Global Customer Advocacy Manager at Siemens, to unpack the realities of emotional exhaustion in advocacy. We talk about the hidden signs of burnout, how to protect both professionals and champions from overexposure, and the strategies that help keep programs sustainable without losing the joy that makes them thrive.
If you’ve ever felt stretched thin or worried about asking too much of your advocates, this conversation is equal parts therapy and strategy. Tune in, take a breath, and walk away with practical ideas to protect your energy while building programs that last.
Inheriting a customer advocacy program that feels more forgotten than functional? You’re not alone.
In this episode of The Loyal-Tea Talks Podcast, I break down what actually happens in the first 90 days after you step into an “unconscious” advocacy program and why most of them aren’t dead… just dormant.
You’ll hear:
The real reason those referral tools and ambassador spreadsheets stopped working
What not to do in the first 30 days (no matter how tempting it is)
The CPR Framework I use to revive stalled programs and rebuild trust, momentum, and internal buy-in
If you’ve ever logged into an advocacy portal and wondered where all the advocates went — this one’s for you.
In this episode, I sit down with Katlin Hess, Director of Customer Marketing at G2, to explore the art and science of reviews within customer marketing. Together, we unpack how reviews shape brand reputation, why customer feedback is the lifeblood of a thriving brand ecosystem, and what it really takes to turn users into passionate advocates.
From the unique perspective of being both the reviewer and the reviewed, Katlin shares how she navigates the challenges of maintaining trust, operationalizing transparency, and preserving the human voice alive in an age of AI-generated content. She offers practical marketing strategies for generating consistent reviews, building authentic relationships, and embedding advocacy into the customer experience.
Whether you are just stepping into the world of customer marketing or looking to refine your approach, this conversation is a deep dive into empathy, authenticity, and the strategies that drive lasting brand success.
Aren’t we all just trying to make the blocks fit?
In this no-fluff, all-fire episode, I sit down with the legendary Bill Macaitis, the marketing maestro behind Slack, Zendesk, Salesforce, and more. We dive into how he built brands people rave about and created team alignment that’s more than just an org chart on a slide deck.
From customer love as a KPI to the chaos of siloed teams, Bill shares how he turned marketing into magic (without selling his soul to MQLs). We unpack what really goes wrong when Sales, Demand Gen, and Customer Advocacy don’t speak the same language and what happens when they finally do.
If you’re tired of dashboards that don’t talk to each other, teams that don’t collaborate, and marketing that’s all fluff and no feel, this episode will reset your perspective.
Want more of Bill’s wisdom?
Follow him on LinkedIn and check out his work at SaaS CMO Pro on YouTube, where he breaks down modern go-to-market strategy like no one else.
Listen in, level up, and start thinking like your customer—because great marketing isn’t just good for business, it’s great for your next promotion.
What do you do when you have no tools, no tech, and no budget, but a whole lot of belief?
In this debut episode of The Loyal-Tea Talks, I take you back to the very beginning, where my journey with customer advocacy began. No platforms. No gifting partners. Just Excel, heart, and hustle.
I share how I built my first program from scratch, why customer-love beats automation any day, and what it really takes to get your first few champions to show up, not because they’re incentivized, but because they care.
Whether you’re a team of one, starting out, or simply stuck, this is your permission slip to begin anyway.
Start your podcast journey with me, Aparna where every 15 days, I’ll be pouring out fresh brews with industry leaders, unscripted insights, and stories that hit home (and sometimes the boardroom).