256 - Customer Marketing Is Your Hidden Growth Lever (Holly Higgins, Customer Marketing at Nectar)

So ya know how I’m exploring the role that customers play in helping companies build to their next level of growth? My goal is to invite on more superstar customer marketers and this episode is no exception. Why such an obsession with customer marketing? people don’t stop to consider how important their customers are; we always seem to be chasing net new; trust is peer-led and most growth (still) comes from referrals, word of mouth, and bottom-up adoption; your customers are your moat because they are unique to you; you're probably doing some of this, it's just not officially in your business strategy (it should be). Holly Higgins is Sr. Customer Marketing Manager at Nectar. Nectar is an employee recognition & rewards platform for companies investing in culture. $58.7M in funding. 245 people. Here’s what we cover: Holly's responsibilities and goals; How do you incorporate customers as part of your growth efforts; Gamifying customer engagement; How you use AI in your role; How AI makes you and me more human; Holly asks me her burning question. Holly on LinkedIn: ⁠www.linkedin.com/in/holly-higgins-28841a1b7 Nectar: nectarhr.com⁠⁠⁠⁠⁠⁠ For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠ Newsletter: One Insight