If customers don’t know how to use your product, they won’t stick around—and they definitely won’t advocate.

Shannon Howard, Director of Customer and Content Marketing at Intellum, shares why customer education is one of the most overlooked drivers of growth. She explains how aligning customer education with marketing creates a stronger strategy. Education delivers the content that drives behavior change while marketing ensures it reaches the right people at the right time.

What you’ll learn:

• Ways to drive behavior change through content
• Career advice for customer marketers and educators
• Building internal influence as a customer marketer

Episode Outline:
(00:00) Introducing Shannon Howard
(04:24) The advantages of a diverse career path
(09:55) Combining customer marketing and education
(12:46) Mapping the customer journey for success
(16:14) Aligning across teams through shared goals
(22:37) The education-led growth maturity model
(26:38) Shannon’s hot take in customer marketing

Hi, I’m Jeff Reekers, CEO of Champion, and I’m excited to welcome you to Customer Champions, the podcast where we explore how the best marketers turn their customers into powerful growth engines.

In each episode, I’ll explore customer advocacy and why it’s the game-changing strategy that can unlock budgets, improve ROI, and create real impact for your business.

If you’re looking to learn how to turn your customers into true champions from industry leaders and customer marketing experts, this podcast is for you.