Mastering customer advocacy in marketing

The Advocacy Channel Podcast is an insightful series that delves into how brands can strengthen connections with their customers. In today’s competitive market, the most successful companies turn satisfied customers into loyal advocates to fuel growth. Hosted by Will Fraser of impact.com, the podcast features expert tips and insights from industry leaders worldwide on building customer loyalty and advocacy.

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The Advocacy channel podcast series on impact.com

Latest episode

Season 2 Episode 11 – Fraud-Proofing Your Referral Program with Mariana Doncel

What happens when your referral program is used by people trained to break systems for fun? In this episode of The Advocacy Channel, host Will Fraser sits down with Mariana Doncel, who leads B2C product marketing at Hack The Box, to unpack a pragmatic approach to fraud prevention that prioritizes usability over perfection. Drawing from real-world experience, Mariana explains why trying to close every loophole can backfire, and instead advocates for an “accept and mitigate” mindset—focusing on smart incentive design, tying rewards to real monetary actions, and setting clear limits to contain risk. The conversation reframes fraud prevention as risk analysis rather than absolute protection, and shows how this philosophy shapes not only referral programs, but every marketing initiative at Hack The Box.