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.

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