Customer advocacy is no longer just a nice-to-have—it's a revenue driver. But how do you build a systematic approach that turns happy customers into active revenue generators? And more importantly, how do you make this everyone's responsibility, not just marketing's?

In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Faith Wheller, VP of Global Marketing for TeamViewer, to explore how to build customer advocacy programmes that directly impact your bottom line.

With over 25 years of marketing experience and a track record of managing 700,000 customers, Faith shares the frameworks and strategies that transform customer satisfaction into measurable business growth.

From creating tiered advocacy programmes to making customer advocacy an organisation-wide responsibility, Faith provides practical insights that CEOs and marketing leaders can implement to reduce acquisition costs and accelerate sales cycles.

What You'll Learn in This Episode:
✔️ How to build a systematic customer advocacy platform that tracks and rewards customer actions
✔️ Why customer advocacy must be an organisation-wide responsibility beyond marketing
✔️ How to identify your advocates using existing platforms and customer signals
✔️ Strategies for rewarding advocates beyond traditional swag (sustainable and meaningful incentives)
✔️ The business case for customer advocacy: ROI, brand awareness, and diversity goals

Whether you're a CEO looking to reduce customer acquisition costs or a marketing leader building advocacy programmes from scratch, this episode is packed with practical takeaways to turn your customers into your most effective sales force.

Connect with Faith on LinkedIn: linkedin.com/in/faithwheller/
Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk

Every founder reaches a point where they realise they don't know what they don't know. But how do you scale a business when there's no manual to follow?

In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Nick Mason, co-founder of Turtl, about his remarkable journey from writing a few lines of code with his co-founder whilst on a project at Oxford University to building a revenue-generating content platform now supporting hundreds of brands.

Nick shares the honest reality of bootstrapping to £1M ARR with no funding, navigating the leap from software engineer to CEO, and competing with giants like Adobe in the crowded MarTech space. From identifying critical knowledge gaps to building a marketing team that influences product strategy, Nick reveals the hard-won lessons that separate founders who scale successfully from those who get stuck.

The conversation also explores how ABM teams can demonstrate ROI through better measurement, personalisation at scale, and creating feedback loops that drive continuous improvement.

What You'll Learn in This Episode:

✔️ How to bootstrap a tech startup from initial concept to 1M ARR with no funding
✔️ Strategies for identifying and overcoming "what you don't know you don't know"
✔️ How to compete with major players when you're a smaller company
✔️ Why marketing must be intrinsically linked to business strategy, not siloed
✔️ The importance of mentors, advisors, and continuous self-education in scaling
✔️ How to navigate from bootstrapping to Series A funding
✔️ The value of being noteworthy and differentiated in a crowded market
✔️How ABM teams can scale programmes, set up feedback loops, and connect content to pipeline

Whether you're a founder navigating early-stage growth, a CEO looking to understand marketing's strategic value, or an entrepreneur facing challenges you've never encountered before, this episode offers practical wisdom and inspiration for your scaling journey.

Connect with Nick on LinkedIn: linkedin.com/in/nickmasonsays/
Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

Find out more about Turtl at turtl.co

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk

B2B buyers don't move in straight lines anymore, and the old MQL-focused approach is leaving revenue on the table.
In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam Software, to unpack the realities of modern B2B campaign marketing.

With over 20 years of experience and nine years at Veeam, Shana brings rare insights into what actually works when buyers behave unpredictably.

What You'll Learn in This Episode:

✔️ How to navigate non-linear buyer journeys where prospects move back and forth between stages

✔️ Why the shift from MQL-focused to buying group marketing strategies is essential for B2B success

✔️ The "Easter egg" strategy for creating omnichannel experiences that let buyers choose their own path

✔️ How to evolve from volume-based lead generation to quality-focused targeting as you scale

From ditching MQLs in favour of buying group strategies to planting "Easter eggs" throughout the buyer journey, Shana shares battle-tested approaches that marketing leaders can implement immediately.

Connect with Shana on LinkedIn: linkedin.com/in/shanafbrewer/
Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk