Conversations with the builders of the next era of B2B marketing - founders, CMOs, community leaders, and advocacy pros who believe trust isn’t a goal, it’s a growth engine. We go deep on how trust drives revenue, retention, and reputation, from customer advocacy to community-led growth, and why the future of go-to-market belongs to those who make trust their biggest asset.
In this episode of Trusted Voices, Emma Roffey talks with Megan Burns - customer experience and trust expert, keynote speaker, and former Forrester VP and Principal Analyst - about why trust has become one of the biggest determinants of B2B success. Megan unpacks why scale and digital distance have eroded our instinct to trust organisations, the difference between functional and emotional trust, and why she recommends swapping the word "trust" for "confidence" to get skeptical executives on board.
The conversation covers the psychology behind why customers advocate, the outsized role peer groups and communities play in de-risking buying decisions, why M&A moments are trust flashpoints, and the power of candor over generic transparency. Megan also shares practical advice on building systems - not slogans - around trust, and predicts which companies will quietly pull ahead over the next five years by treating trust as core infrastructure rather than a buzzword.
20 Jul 2026
Why every company should have a Chief Advocacy Officer
In this episode of Trusted Voices, Emma Roffey sits down with Tom Ridges, founder and CEO of Herdify, to explore why every company should have a Chief Advocacy Officer. Tom shares the origin story behind Herdify - born from a frustrating hunt for a good restaurant in Paris - and unpacks the network science behind word-of-mouth influence, from the "implied advocacy" of everyday products to why direct mail is making a surprising B2B comeback. The conversation ranges across the psychology of trust, why discounted incentives can backfire on genuine advocacy, how AI-generated content might actually strengthen our reliance on real human recommendations, and why the most successful salespeople today act less like closers and more like trust connectors. A must-listen for anyone thinking about how brands earn - and keep - genuine customer trust in an increasingly AI-mediated world.
10 Feb 2026
Leading with Values: The Foundation of Trust & Advocacy
In this episode of Trusted Voices, Emma Roffey sits down with executive coach and author Jo Medwell for a powerful, human conversation on values-led leadership — and why it’s the real engine behind trust, advocacy, and sustainable growth.
Jo shares her journey from senior corporate roles into coaching, unpacking how restlessness, frustration, and that nagging feeling that something’s “off” are often signals of values misalignment — not failure. Together, they explore why fear-based leadership no longer works, how values unlock clarity and courage, and why intuition might be your most underused leadership tool.
17 Dec 2025
Advocacy Rewired: 2025 & Beyond
In this episode of Trusted Voices, Emma Roffey sits down with Jeni Asaba, Head of Community at Jamf to unpack what modern customer advocacy really looks like - moving beyond points, swag, and transactional “asks” to genuine relationship building.
They explore why advocates show up as an extension of your brand when they feel seen and valued, how community connection fuels the “magic,” and what skills matter most for advocacy leaders. Jeni also shares how Jamf brings customers together and how advocacy can level up customers’ careers, and where AI could help spot and close connection gaps.
17 Nov 2025
Customer Marketing & Advocacy Trends
Amy Bills, VP Principle Analyst at Forrester shares the shifts she is witnessing in customer marketing and what excites her most about customer advocacy in the next 5 years.
In this episode Trusted co-Founders, Paul Button & Emma Roffey sit down with Forrester’s Vice President and Principal Analyst, Amy Bills, to unpack the fast-moving world of customer marketing and advocacy. Amy reveals why 73% of B2B revenue now comes from existing customers, how AI-powered search is reshaping buying behaviour, and why customer advocates are quietly becoming every brand’s “search army.” They dive into the traits of high-performing customer marketing teams, the organisational structures that actually work, and the growing need for leadership that truly understands the value of advocacy. Amy also shares how customer voice, community influence, and trusted human content are becoming essential to showing up in LLM-driven discovery. A smart, future-focused conversation for anyone serious about modern B2B growth, trust, and the new era of Trust-Led Growth.
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