Demand gen and customer marketing are often seen as separate. But what happens when they work as one?Rodrigo Souto, Senior Director of Demand Generation at Zappi and former customer marketing leader at HubSpot, shares lessons from a career leading global programs across advocacy, PLG, and demand. At HubSpot, he built a unique playbook for tying customer marketing to revenue by connecting proof, product, and performance.Now at Zappi, Rodrigo is leading both demand gen and customer marketing together, proving how aligned teams drive faster results. He breaks down why references and expansion are underrated growth levers, how to show impact with limited resources, and where AI helps scale without losing the human touch.What you’ll learn:Why putting customer marketing under demand gen unlocks budget and attributionHow to prove the revenue impact of advocacy programs (even with small teams)Why scaling starts with deep customer understanding, not just more contentEpisode Outline: (00:00) Introducing Rodrigo Souto(00:41) Rodrigo’s path from HubSpot to Zappi(05:29) Lessons from international markets and product-led growth(10:25) Leading demand gen with a customer-first mindset(12:36) Why customer marketing now reports into demand gen(14:54) Breaking down the budget and attribution challenge in customer marketing(19:00) References and referrals as clear revenue levers(23:52) How to use AI to scale output without losing human touch(27:52) Getting started with revenue-backed customer marketing(29:44) Practical advice for growing into a marketing leadership role(33:55) Closing thoughts on strategy, trust, and leadership in customer marketing

Ver todos los episodios