266 - How To Turn Customer Marketing Into Your Strategic Advantage (Melanie Paddock, Gainsight)

Melanie Paddock is Sr. Manager, Customer Marketing & Advocacy at Gainsight. Gainsight is the world’s leading Customer Success platform. 1,100 ppl, $156M+ total funding, Series E.Here’s what we cover:02:48 The Importance of Customer Love05:34 Building an Advocacy Program from Scratch08:24 Gamification and Customer Engagement11:16 Creating a Community for your Advocates14:20 Leveraging Customer Proof for Sales17:08 Top Challenges in Customer Marketing19:57 Building deep Relationships with Customers is such an opportunity22:41 Avoiding Transactional Relationships in Customer Marketing23:31 How to build trust29:08 Transforming Customer Marketing into your Strategic Advantage, not a "nice to have"29:24 The Role of Customer Research in Marketing34:30 Leveraging AI in Customer Marketing43:59 Melanie asks me her burning question (HINT: the future of customer marketing + the impact of AI)Melanie on LinkedIn: www.linkedin.com/in/melaniepaddockGainsight: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.gainsight.comSubscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show.Music by my talented daughter.Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠Newsletter: ⁠⁠⁠⁠⁠One Insight

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