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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Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠

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