Building With Buyers: Startup Marketing and Growth Fueled By Customers 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 Love
05:34 Building an Advocacy Program from Scratch
08:24 Gamification and Customer Engagement
11:16 Creating a Community for your Advocates
14:20 Leveraging Customer Proof for Sales
17:08 Top Challenges in Customer Marketing
19:57 Building deep Relationships with Customers is such an opportunity
22:41 Avoiding Transactional Relationships in Customer Marketing
23:31 How to build trust
29:08 Transforming Customer Marketing into your Strategic Advantage, not a "nice to have"
29:24 The Role of Customer Research in Marketing
34:30 Leveraging AI in Customer Marketing
43:59 Melanie asks me her burning question (HINT: the future of customer marketing + the impact of AI)
Melanie on LinkedIn: www.linkedin.com/in/melaniepaddock
Gainsight: www.gainsight.com
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Music by my talented daughter.
Anna on LinkedIn: linkedin.com/in/annafurmanov
Website: furmanovmarketing.com
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