In this episode, I sit down with Katlin Hess, Director of Customer Marketing at G2, to explore the art and science of reviews within customer marketing. Together, we unpack how reviews shape brand reputation, why customer feedback is the lifeblood of a thriving brand ecosystem, and what it really takes to turn users into passionate advocates.

From the unique perspective of being both the reviewer and the reviewed, Katlin shares how she navigates the challenges of maintaining trust, operationalizing transparency, and preserving the human voice alive in an age of AI-generated content. She offers practical marketing strategies for generating consistent reviews, building authentic relationships, and embedding advocacy into the customer experience.

Whether you are just stepping into the world of customer marketing or looking to refine your approach, this conversation is a deep dive into empathy, authenticity, and the strategies that drive lasting brand success.