So I am back from Boston after what was a pretty much an insanely exciting 2-day experience at #KlaviyoBOS ’19 conference.

The focus of the conference was on harnessing the power of #OwnedMarketing to effectively control your brand’s narrative, its story, as well as controlling your customer experience.

I was invited over as an official podcaster to cover the event and got the opportunity to interview and listen to founders and lead marketers at some leading direct-to-consumer brands like Beardbrand, Hint Inc. Death Wish Coffee Company, Kopari Beauty, Chubbies Shorts, HYLETE Athlete.

The recurring theme that has underlined their sustained growth beyond 1-time customer acquisition efforts has been their,

✔️ intentional ownership of their voice, identity and voracious energy to own and tell their story ✔️ understanding and full ownership of their customers' journeys ✔️ genuine drive to build customer relationships with relevant messaging ✔️ deep understanding of customer segments and do not treat all customers the same ✔️ use of #Klaviyo as a central CRM that is fed data from other customer touchpoints in order to drive more personalised messaging

I’m going to be focusing my marketing efforts more on developing customer relationships and customer lifetime marketing because that is where maximum value resides. You really get to execute your brands WHY when you seek to nurture long term relationships with customers. You are also not platform-dependent, which makes a lot of brands volatile.

Tell your story, be authentic, vulnerable and human. Act on first-party data and actions taken by your customers.

Build a legacy.