Building With Buyers: Startup Marketing and Growth Fueled By Customers 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 year
05:40 The Customer Marketing Team at Freshworks
09:02 Redefining Customer Marketing at Freshworks (more than just advocacy)
12:56 Collaboration Between Customer and Product Marketing
16:48 Voice of Customer and ongoing Feedback Mechanisms
27:58 The Importance of Customer Marketing & why companies that focus on Net New are already behind
31:10 Most Creative Customer Marketing Plays
37:24 Building Customer Engagement Programs from scratch
39:42 Measuring the Impact of Customer Marketing
43:08 Using AI in Customer Marketing
50:46 Hopes, fears, future outlook on AI and Customer Marketing (it's not all bad)
Kevin on LinkedIn: www.linkedin.com/in/kevinkennethlau
Freshworks: www.freshworks.com
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Anna on LinkedIn: linkedin.com/in/annafurmanov
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