The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.

In episode 23, we’re joined by Arthur Castillo, founder of Modern GTM and currently Head of Community and Customer Marketing at Storylane. Arthur has spent years working across sales, marketing, and customer communities at fast-growing SaaS companies, where he’s seen how buying decisions get made.

We talk about how word of mouth builds trust faster than company marketing & plays a bigger role in buying decisions, and why customer voices are still underused by brands.

We also discussed:

Why buyers listen to peers & not pitches
Why companies wait too long to involve customers
Customer stories vs. paid influencer content
Why authentic stories build more trust

If you want to use your customers more effectively instead of leaning only on company marketing, listen up!

Timestamps:

0:00 Intro

1:52 B2B street interviews pioneer

2:35 Arthur is usually ahead of the trends

3:10 Influencer marketing meets customer marketing

4:43 Dark social

5:53 Customer Marketing success story

8:42 How to set up customer marketing at your company

11:00 Customers are a marketing superpower

12:25 B2B video should focus on watch time

13:32 The value in having a plethora of testimonials

15:22 How to arm your customer advocates with the tools they need

17:06 Arthur picks an EventShark hat!

#marketing #marketingpodcast #customermarketing #b2bmarketing