Webcast
FREE 6 min
FULL 34 min

Operationalizing the voice of the buyer through client advocacy

In this webcast, Katherine Knowles-Marchione explores how B2B organizations can develop client advocacy programs that strengthen trust, amplify buyer voice, and support high-value purchasing decisions. Learn how references, client stories, advisory boards, executive briefings, and peer validation can help marketers build credibility, accelerate pipeline movement, and create lasting buyer-led impact
Katherine Knowles-Marchione
Principal Owner,
TrustLink Consulting LLC

What you will learn

How CMOs can operationalize brand perception, and where client advocacy fits within a broader brand marketing strategy
Where advocacy should sit inside an organization, what role legal and procurement teams play early in the process, and which advocacy programs marketers should prioritize first
Where buyers are placing their trust today and what that means for brand marketing, plus how to select the ideal client voices for advocacy programs
What makes a client story compelling enough to drive pipeline, how executive briefing centers amplify buyer voice in high-value deals, and which trends will shape advocacy strategy going forward

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper





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Full 34-min webcast

The complete session including brand perception operationalization, client advocacy's role in brand marketing, peer validation and buyer trust, advocacy program prioritization, legal and procurement involvement, mature advocacy ecosystem pillars, executive briefing center strategy, compelling client story development, and a forward-looking perspective on emerging advocacy trends
Katherine Knowles-Marchione
Principal Owner,
TrustLink Consulting LLC

Expert

The dark funnel, accelerated by AI, is real. Buyers make decisions before ever talking to a sales team. Customer advocacy is how you show up. Katherine Knowles-Marchione started TrustLink Consulting LLC to build and link customer advocacy programs to turn satisfied customers into a powerful growth engine. Prior to becoming a Principal Owner, Katherine spent 3 decades leading global teams in customer marketing & advocacy. Katherine influences C-suite leaders and drives executive engagement by turning customers into vocal advocates through storytelling, advisory boards, reference programs, executive events, and executive briefing centers. She partners across sales, engineering, and marketing to amplify the voice of the customer to strengthen awareness, consideration and brand impact. Focused on pipeline growth and measurable results, Katherine creates ripples that drive action

Who is this for?

B2B marketers, brand leaders, and client success professionals who want to build a structured, credibility-first advocacy program that turns satisfied customers into a genuine driver of trust, pipeline movement, and executive-level engagement

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