Trusted Voices

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.

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.

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.