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 Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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