267 - Creating Customers for Life: Reimagining Customer Marketing (Kevin Lau, Freshworks)

Everyone's been telling me "you gotta talk to Kevin!" Kevin Lau is VP Global Customer Marketing at Freshworks. Freshworks provides AI-assisted IT and customer service software to 75k+ companies. 9,500+ employees, IPO’d back in 2021.Here’s what we cover:01:58 Why Customer Relationships are so important especially going into next year05:40 The Customer Marketing Team at Freshworks09:02 Redefining Customer Marketing at Freshworks (more than just advocacy)12:56 Collaboration Between Customer and Product Marketing16:48 Voice of Customer and ongoing Feedback Mechanisms27:58 The Importance of Customer Marketing & why companies that focus on Net New are already behind31:10 Most Creative Customer Marketing Plays37:24 Building Customer Engagement Programs from scratch39:42 Measuring the Impact of Customer Marketing43:08 Using AI in Customer Marketing50:46 Hopes, fears, future outlook on AI and Customer Marketing (it's not all bad)Kevin on LinkedIn: ⁠www.linkedin.com/in/kevinkennethlauFreshworks: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.freshworks.comSubscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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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