Your Customers Are Your Best Marketing Channel: Tamar Martirosyan on AudienceLed Presents

Your customers can tell your story with more credibility than any campaign ever could. Tamar Martirosyan, VP of Growth at Airspeed, joins Eric Iannello on AudienceLed Presents to explain how staying close to customers sharpens positioning, creates authentic advocacy, and turns customer voices into a trusted demand generation channel.

Tamar shares how Airspeed moved beyond the crowded sales intelligence and revenue orchestration categories by studying what still feels slow, manual, or broken in customers’ daily work. That customer insight helped the company focus its positioning on revenue execution and the work that happens after a sales call.

The conversation also covers how marketers can turn customers into a trusted marketing channel without making advocacy feel extractive, plus the enablement required to build genuine influencer partnerships.

What you’ll learn

• How customer workflows reveal clearer positioning
• Why customer voices carry more credibility than brand campaigns
• How to make customer advocacy valuable for both sides
• Why influencers should be treated as long-term partners
• What brands need to provide before an influencer campaign launches
• How customer and influencer content can support awareness, education, and activation

Chapters

• (00:00) Meet Tamar Martirosyan
• (00:42) Cutting through AI-driven market noise
• (01:20) Learning from customer workflows
• (03:05) The rebrand to Airspeed
• (04:05) Positioning around revenue execution
• (05:00) Customers as a trusted marketing channel
• (07:00) Avoiding extractive customer advocacy
• (09:10) Treating influencers as partners
• (10:35) The missing influencer enablement layer
• (12:05) Building genuine amplification

About AudienceLed Presents

AudienceLed Presents is a curated feature series covering the people, insights, events, tactics, campaigns, tools, and media shaping B2B go-to-market today. Hosted by Eric Iannello.