Telecommunications Marketing: Marketing is the chief customer advocate (podcast episode #144)

Yes, the Super Bowl ad. How exciting. The experiential activation with the major influencer. The new branding campaign roll out. So wonderful.

But don’t stop there.

You could have the most compelling and creative ad campaign, but if you don’t optimize for every customer touch point, you are undercutting the expectation you have built for the customer with the reality your brand is actually delivering.

So I love this lesson from a recent podcast guest application – “Marketing is the chief customer advocate.”

To hear that lesson, along with many more lesson-filled stories, I talked to Scott Neuman, Corporate Vice President of Marketing, Calix [https://www.calix.com/].

Calix is a publicly traded company on the New York Stock Exchange. In 2024, it reported $831 million in net sales.

Neuman leads the corporate marketing strategy team at Calix, including branding, communications, content development, digital and event strategy, and field enablement. Collectively the Calix marketing team is approximately 100 professionals with a primary focus on the North American markets of broadband service providers.

Lessons from the things he made

• Marketing is the chief customer advocate
• Always think B2B2C
• Activate your social army
• Great marketers are great storytellers
• There’s more science than art to great storytelling
• Effective leaders challenge rather than direct
• “Every day, let ’s try to suck less”

Discussed in this episode

Join us Tuesday, July 8th at 2 pm EDT for AI Masterclass: Build a powerful lead gen campaign in just 90 minutes [https://join.meclabsai.com/mec-050-july-8]

The Difference Between Marketing and Advertising (and Why It Matters) [https://marketingexperiments.com/digital-advertising/the-difference-between-marketing-and-advertising-and-why-it-matters]

Marketing Chart: Biggest challenges to growing membership [https://marketingsherpa.com/article/chart/challenges-to-growing-membership]

B2B External Communications: How IBM conveys the value of complex products, spotlights innovative employees and entrusts employees with social media [https://sherpablog.marketingsherpa.com/b2b-marketing/ibm-b2b-external-communications/]

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

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