Customer marketing careers are evolving fast and the path forward is no longer linear.

In this episode, Aparna sits down with Irwin Hipsman, founder of Repetitos, to unpack how customer marketing, advocacy, and lifecycle marketing roles are changing as we head into 2026. Together, they explore why job titles are shifting, how data fluency and AI are reshaping expectations, and what separates marketers who grow deep from those who grow wide.

This conversation moves beyond surface-level trends into the realities behind career progression in SaaS and B2B customer marketing. From navigating manager versus director roles to understanding the growing importance of customer lifecycle marketing, Irwin shares patterns drawn from years of research and real-world experience.

Whether you are entering customer marketing, building advocacy programs, or figuring out how to future-proof your career in a data-driven world, this episode offers clarity without prescriptions and insight without hype.

Pour a fresh cup. This one is equal parts perspective, validation, and forward momentum.

Lookout for 2025-26 Customer Marketing & Advocacy Employment Report

Communities are no longer a nice-to-have. They are the heartbeat of loyalty. But in 2026, that heartbeat is not sustained by louder messaging, smarter algorithms, or endless incentives.

In this episode, I sit down with Gabrielle Herrera from HubSpot for a grounded, honest conversation on what it actually takes to build communities that last. From designing spaces people want to return to, to knowing when to step back and let members lead, this episode explores the quieter, more intentional side of community growth.

You will hear why authenticity scales differently than volume, how connection beats content every single time, and why recognition should advance people, not just brands. There is also a refreshing take on community fatigue, earned media, personal brands, and the courage it takes to build systems that do not depend on you being everywhere at once.

This is not a checklist episode. It is a mindset shift. One that challenges how customer marketers, community builders, and leaders think about engagement, success, and sustainability.

If you are rethinking your community strategy for the year ahead, or wondering why doing all the right things still feels exhausting, this conversation will meet you exactly where you are and gently push you forward.

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.