Customer Marketing = an Untapped Gold Mine for Building Trust! ft. Arthur Castillo | Ep. 23

The EventShark Podcast covers all things B2B marketing, LinkedIn and content creation. We share practical strategies and creative ideas to make your business content more engaging & effective.In episode 23, we’re joined by Arthur Castillo, founder of Modern GTM and currently Head of Community and Customer Marketing at Storylane. Arthur has spent years working across sales, marketing, and customer communities at fast-growing SaaS companies, where he’s seen how buying decisions get made.We talk about how word of mouth builds trust faster than company marketing & plays a bigger role in buying decisions, and why customer voices are still underused by brands.We also discussed: Why buyers listen to peers & not pitchesWhy companies wait too long to involve customersCustomer stories vs. paid influencer contentWhy authentic stories build more trustIf you want to use your customers more effectively instead of leaning only on company marketing, listen up!--Timestamps:0:00 Intro1:52 B2B street interviews pioneer2:35 Arthur is usually ahead of the trends3:10 Influencer marketing meets customer marketing4:43 Dark social5:53 Customer Marketing success story8:42 How to set up customer marketing at your company11:00 Customers are a marketing superpower12:25 B2B video should focus on watch time13:32 The value in having a plethora of testimonials15:22 How to arm your customer advocates with the tools they need17:06 Arthur picks an EventShark hat!#marketing #marketingpodcast #customermarketing #b2bmarketing