Always Be Testing Podcast Episode #95: Customer Love, AI & Hyper Growth with G2’s Sydney Sloan
Release Date: July 29, 2025
In Episode #95 of the Always Be Testing podcast, host Tye DeGrange engages in an insightful conversation with Sydney Sloan, the Chief Marketing Officer (CMO) of G2. Sydney brings a wealth of experience in growth, performance marketing, and customer acquisition, offering valuable perspectives on transforming loyal customers into brand advocates, leveraging AI in marketing, and navigating hyper-growth environments.
1. Transforming Loyal Customers into Brand Advocates
Sydney Sloan emphasizes the evolving landscape of B2B marketing, especially in the SaaS era. Drawing from her early experiences at Adobe in 2010, she highlights the shift from merely selling software to delighting users and fostering genuine connections.
“If you love your customers and deliver them value, then you can build those brand advocates. Now more than ever, the voice of the customer is super important.”
— Sydney Sloan [01:31]
Key Points:
- Customer-Centric Approach: Success starts with a consistent and delightful customer experience across all touchpoints—from product interaction to social channels.
- Voice of the Customer: With the rise of Language Learning Models (LLMs) like GPT, customer reviews on platforms like G2 and Reddit are crucial as they are being indexed and utilized by AI to answer user queries.
2. Consistent Customer Experience and Company Culture
Sydney shares her experience at Salesloft, where fostering a culture of love and respect among employees translated into better customer relationships and brand advocacy.
“We wanted to create a world where sellers were loved by the buyers they served. As an employee-first company, we respected our employees, and they extended that respect to our customers.”
— Sydney Sloan [03:54]
Key Points:
- Employee Engagement: Treating employees well leads to them becoming genuine advocates for the brand.
- Human Connection: Despite advancements in AI, the human-to-human connection remains pivotal in the sales process, especially in enterprise and mid-market segments.
- Advisory Boards: Establishing executive and champion advisory boards can cultivate a foundation for brand advocacy and community building.
3. Leveraging AI in Marketing and Customer Engagement
The discussion delves into the transformative role of AI in marketing, balancing efficiency with human judgment and creativity.
“AI makes so many things easier and aligns to people's preferences of how they want to communicate, how they want to buy, how they want to be served.”
— Sydney Sloan [09:40]
Key Points:
- AI Integration: Embracing AI can streamline processes, but it requires redefining the role of humans to maintain creativity and judgment.
- Future of Engagement: Sydney envisions AI facilitating deeper community interactions, such as connecting users with similar tech setups for collaborative problem-solving.
4. Building and Leveraging Communities
Sydney highlights the importance of owned communities in fostering continuous conversations and shared learning among users.
“Owned community is another big part of the future equation... facilitating connections between people is essential.”
— Sydney Sloan [18:13]
Key Points:
- Community Conversations: Moving beyond automated email nurtures to create spaces where users can interact, share experiences, and support each other.
- Event Revival: In-person events are making a comeback, providing opportunities for shared learning and relationship building.
- Brand Building: Investing in brand through community engagement creates stickiness and differentiates in a competitive market.
5. Scaling and Mindset Shifts for Hyper Growth
Transitioning from startup to hyper-growth requires strategic mindset shifts, focusing on culture, adaptability, and operational scalability.
“Culture and vision stay consistent. Getting comfortable with rapid change and recognizing natural breakpoints are crucial for scaling.”
— Sydney Sloan [23:16]
Key Points:
- Cultural Consistency: Maintaining a strong, shared sense of purpose helps navigate the complexities of scaling.
- Adaptability: Embracing rapid change and preparing teams to thrive in dynamic environments is essential.
- Operational Efficiency: Implementing systems and processes ensures predictability and efficiency as the company grows.
6. Managing Energy and Preventing Burnout
Sydney openly discusses the importance of energy management in high-growth roles, sharing personal strategies to maintain well-being.
“Energy is part of my secret weapon. I’ve learned to be more cognizant of where I take energy and how I manage it.”
— Sydney Sloan [32:05]
Key Points:
- Energy Awareness: Recognizing personal energy levels and scheduling accordingly can prevent burnout.
- Work-Life Balance: Incorporating practices like power naps and setting boundaries for social interactions helps maintain productivity and well-being.
- Environmental Impact: Creating an environment that rejuvenates energy, whether through physical changes or mental shifts, supports sustained performance.
7. Personal Insights and Book Recommendations
Towards the end of the episode, Sydney shares personal anecdotes and recommends engaging content that resonates with her professional and personal life.
“I’m addicted to the Smart List podcast. It’s been a great companion during my commutes and walks with my dog.”
— Sydney Sloan [41:16]
Key Points:
- Podcasts as Learning Tools: Sydney emphasizes the value of podcasts like Smart List for both entertainment and professional growth.
- Personal Growth: Her journey underscores the importance of aligning one’s role with personal passion and fulfillment for long-term success.
Conclusion
In this episode, Sydney Sloan provides a comprehensive look into building strong customer relationships, the strategic integration of AI in marketing, and the essential mindset required for navigating hyper-growth. Her experiences at companies like Adobe, Salesloft, and G2 offer actionable insights for marketers and business leaders aiming to foster brand advocacy, leverage technology effectively, and maintain a healthy organizational culture amidst rapid expansion.
For more insights and to connect with Sydney Sloan, follow her on LinkedIn.