Want to build a customer advisory board that actually drives business value? Struggling to figure out where to start or how to prove the ROI?

To help, we welcome Cate Vanasse to The Advocacy Channel. Cate leads customer marketing at TalkDesk, where her team's mission is "igniting raving fans, driving growth, and building customers for life." 

With extensive experience building and scaling customer advisory boards across multiple companies, Cate shares her practical framework for creating CABs that strengthen relationships, influence revenue, and create real brand advocates.

In this episode, Cate walks us through:

• How to identify the right CAB members by balancing ideal account logos with the right human personalities in the room


• The art of balancing "give vs get" so it doesn't feel transactional


• Why in-person meetings matter for executive CABs versus when virtual works better for technical advisory boards

Cate also shares insights from TalkDesk's CX Innovators Awards program, including how industry recognition has helped customers get promoted and secure internal resources. 

Her closing advice? The best customer marketing programs don't start with a spreadsheet. They start with empathy.

Connect with Cate on LinkedIn: https://www.linkedin.com/in/catevanasse/ 

Connect with us: 

• Get more customer marketing insights and strategies at impact.com/blog/ 


• Connect with host Will on LinkedIn: www.linkedin.com/in/wifraser/ 


• Have a question? Suggestion? Email us at advocacychannel@impact.com

 Loving this show? Explore impact.com's other podcasts packed with insights:

• The Partnership Economy


• The Publisher's Playbook