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Executive Edgecast
Executive Edgecast with Marg Bouse is built for one thing: giving you moves you can actually use to grow your business and sharpen your leadership team.
Every episode puts a battle-tested subject matter expert in your ear—people who have actually scaled small and medium businesses, rescued failing go-to-market plans, tightened operations, and led teams and initiatives to achieve great things.
No theory, no motivational sugar. Just proven playbooks, exact moves, and real-world results.
You'll hear how they really did it: the questions they asked, the levers they pulled, what they killed off, and what they'd repeat every time. It's the kind of conversation you forward to your leadership team with: "Watch this—let's do this."
If an episode gives you even one move you can use, please don't let it die in your headphones. Subscribe, and send it to the people helping you build what's next—your partners, leadership teams, and rising stars will benefit.
Executive Edgecast
Customer Marketing: Jackie Bouse on Turning Happy Clients into Growth Engines
In this episode, host Marg Bouse welcomes back her daughter and customer marketing strategist Jackie Bouse for a deep dive into Customer Marketing — one of the least understood and most powerful functions inside a growing business.
Jackie, who has spent years specializing in customer marketing, explains how companies can leverage existing client relationships to drive retention, growth, and advocacy — turning satisfied customers into the most credible marketers a business can have.
Together, Margaret and Jackie explore how small to mid-sized businesses and nonprofits can apply these same strategies, even without large marketing teams or budgets.
🎯 In this episode, you’ll learn:
- What “Customer Marketing” really is — and why it’s powerful
- How to build trust-based relationships that foster renewals, referrals, and upsales
- Best practices for case studies, customer advisory boards (CABs), and onboarding experiences
- How to ethically use customer logos, testimonials, and stories in marketing
- Why “meeting customers where they are” builds loyalty and community
- How AI and automation will reshape authentic customer engagement
💡 Key takeaway:
Customer Marketing is about relationships — listening, learning, and co-creating value. For businesses ready to scale sustainably, it’s not just a retention tool — it’s a differentiator.
📎 Additional Resources
- Creating a Customer Advisory Board: https://customeradvisoryboard.org/
- Playbook for CAB success: https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/
- Creating a Customer Community: https://influitive.com/blog/customer-community/
What customer marketing strategies have worked best in your business? Do you run a CAB or customer community? We’d love to hear your experiences.
#CustomerMarketing #MarketingStrategy #CustomerSuccess #B2BMarketing #Retention #Advocacy #CustomerExperience #SMBMarketing #Leadership #RelationshipMarketing #EthicalMarketing
Sopra Solutions LLC www.soprasolutions.com https://www.linkedin.com/company/sopra-solutions
Listen/watch in video form: Youtube.com/@ExecutiveEdgecast