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.