265 - Dear B2B CMOs: Customer Love Is The Strategy (Shannon Howard, Intellum)

Shannon Howard is Senior Director of Customer & Content Marketing at Intellum. Intellum is AI transformation for enterprise learning. $25M in funding, 139 people. Here’s what we cover: 05:35 Shannon shares some Creative Customer Marketing Strategies 08:41 Building the Foundation for Customer Marketing 11:09 The Role of Data in Customer Marketing 14:00 Surprise and Delight 16:49 Empowering Customers Through Recognition 19:57 Segmentation and Personalization in Marketing 22:33 B2B vs B2C Marketing Dynamics 26:28 Why Customer Marketing is often overlooked by CMOs 30:00 Customer Marketing Strategies to put in your back pocket 33:17 The Role of Customer Research & Shannon's take 37:12 The Impact of AI on Customer Insights 50:38 Shannon asks Anna her burning question Shannon on LinkedIn: linkedin.com/in/shannonlagassehoward Intellum: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.intellum.com 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