Kevin Lau's Profile
Kevin Lau
Recent Messages
#open-share - November 05, 2025 at 04:58 PM
Sharing some tea and insights on community:
#general - November 04, 2025 at 11:13 PM
I think it really depends on your goals and where you are in your maturity journey.
What you described are mostly internal classifications — distinctions your team or leadership might care about, but your customers likely won’t. They just want to engage in ways that feel meaningful to them.
If I had a team of 1–3, I’d start small and design around what the customer values most — whether that’s sharing feedback, gaining visibility, or building peer connections. Those intrinsic motivators are the foundation.
If you skip that step, you’ll feel it later. Once you’re managing 15–20 overlapping programs, customers get confused about where they fit and how to engage. And internally, teams start asking, “Wait—what’s the difference between a Champion, an Insider, or a CAB member?” It gets complicated fast.
I’ve been on both sides — building from scratch and inheriting complex ecosystems. There's also the hidden tax around operational lift. Every new program needs someone to run it, and it’s easy for customer marketers to take on too much too soon and start to feel burnt out.
#general - October 29, 2025 at 06:17 PM
Trusted will be offering something like this
#general - October 29, 2025 at 05:33 AM
We have our next cab in SF in two weeks - can share with you the real time play by play.
#jobs - September 30, 2025 at 04:51 PM
I just chatted with him - he's prioritizing local and then west coast first
#jobs - September 30, 2025 at 04:37 AM
yes possibly - I just asked him
#jobs - September 30, 2025 at 04:32 AM
If anyone is interested in a VP level role at UiPath - I know the CMO very well and reported to him previously. He had asked me for direct referrals - ideally he is looking for Seattle based but open to other areas.
#general - September 29, 2025 at 03:02 PM
Yes you can take it from my post
#general - September 28, 2025 at 09:55 PM
And this one:
#general - September 28, 2025 at 09:55 PM
This post I wrote a few months ago might help you:
#jobs - September 25, 2025 at 02:35 AM
I used to work here if anyone needs a referral in
#general - September 23, 2025 at 06:02 PM
How many folks here are going through AOP planning right now? aka 2026 goals and priorities + budgets required
#general - September 22, 2025 at 10:58 PM
+1 if it’s not part of their goals - the ask just becomes another thing on their list and they can easily say “get in line”
#general - September 22, 2025 at 08:25 PM
I usually bucket WIIFM (what's in it for me) under 3 main areas - with that said ask your customers on what they want:
• Peer to peer networking (think exclusive, curated groups, etc.)
• Titles / recognition (think thought leadership, speaking ,etc.
• Rewards (Ranging from swag to experiences to access to your internal teams)
#general - September 22, 2025 at 08:18 PM
Without knowing the details, I would just say it doesn't need to always be monetary to incentivize the customer - sure a discount helps but it can come across as a transactional tit for tat relationship
#general - September 22, 2025 at 08:12 PM
If you are getting pushback from reps...I recommend having this conversation with sr. leadership on what the shared outcome and goal leads to for all these teams - stronger account stickiness, relationship building, NDR, etc.
#general - September 22, 2025 at 08:10 PM
If I understand correctly is the main problem to get more nominations and "pipeline" from your sellers and CSMs?
#general - September 22, 2025 at 07:54 PM
if anyone is going to obsession in SF on thurs, I'll be there
#general - September 19, 2025 at 12:16 AM
nice we're an appcues customer
#general - September 16, 2025 at 04:17 PM
I can send you my slides - Im also presenting the same preso at Obsession next week in SF
#jobs - September 12, 2025 at 11:13 PM
let's gooooooooo
#open-share - September 02, 2025 at 10:41 PM
Q&A I did with the folks at big sky discussing the future of CMA:
#jobs - August 26, 2025 at 07:49 PM
What sometimes isn't shared publicly is that many senior level roles never get posted officially and are run through a headhunter or until after they have a candidate they want shortlisted - then they open the role for a week or less just as a formality - this has happened to me personally.
The other side of it is some roles close and reopen based on how many candidates have applied and the length of time a role is open - the recruiting team doesnt want to show they have roles open indefinitely bc it hurts their metrics ironically.
Lastly while I understand everyone wants more senior level positions, a sr. manager at an ent org that's 5k employees or more carries more weight than a director at a 500 person company in the eyes of a recruiter and hiring manager.
#general - August 26, 2025 at 02:52 AM
Send me a DM if you want a copy of the preso
#general - August 22, 2025 at 04:35 PM
Can share the overall preso
#general - August 22, 2025 at 04:35 PM
If you need validation that our industry is growing and needs to be invested in - here's some of great third party info from a gartner inquiry Im on
#jobs - August 21, 2025 at 02:52 PM
I know the hiring manager if anyone wants a connection
#general - August 20, 2025 at 11:34 PM
Sure sign me up
#general - August 15, 2025 at 09:03 PM
I can send you parts of my course where I have it laid out
#general - August 15, 2025 at 09:02 PM
Like this?
#general - August 14, 2025 at 05:33 PM
Unfortunately no
#open-share - August 08, 2025 at 06:32 PM
Resharing a podcast that I was on this morning discussing all things customer marketing, proving value, asking for resources, and how to driver greater collaboration internally supporting the post-sale
#jobs - August 05, 2025 at 07:08 PM
As promised, the role is now liveeee! Hiring for a head of executive customer advocacy and strategic high touch programs:
#general - August 04, 2025 at 07:58 PM
This is very interesting to me - thank you for doing this. Something that may throw off the data is the agreed upon definition of each job function so it's clear - apologies if you already do this. Some folks think customer marketing = advocacy and vice versa and some refer to lifecycle marketing as advocacy lifecycle. And then there's DG which also uses lifecycle to describe their prospecting programs.
#general - August 01, 2025 at 03:58 PM
CMA asked me to speak during the September conference and I wanted to see if folks would be interested in this topic?
The Post-Sale Power Play: How Customer Marketers Drive Growth Across the Entire Journey
Abstract:
Customer marketing is having a moment—but most teams are still stuck in the old playbook.
If you want to build programs that truly move the needle, you can’t stay in the “advocacy-only” lane. The future of customer marketing is full-funnel, cross-functional, and outcome-driven. It’s about turning customers into your greatest growth lever—from adoption to expansion, advocacy to pipeline influence.
In this session, you’ll learn how to:
• Design customer programs that create impact across the entire lifecycle
• Build partnerships with Sales, Product, CS, and Marketing—without waiting for permission
• Shift from vanity metrics to value metrics that prove your influence
• Start embedding Customer-Led Growth into your strategy today
You’ll leave with a tactical roadmap to run customer programs like a growth leader, not just a marketer—and the confidence to lead the charge across your organization.
#jobs - July 30, 2025 at 10:57 PM
Coming soon - I'm hiring for a Director of Executive Customer Advocacy. JD will be posted hopefully by next week - just finalizing the paperwork. Role is based in San Mateo, CA requiring in office 3 days a week.
#general - July 28, 2025 at 10:40 PM
Should success be tied to the number of stories produced or the impact these stories had to your business? In other words, is the evidence being leveraged across your GTM in meaningful ways that contribute to revenue?
#general - July 23, 2025 at 03:56 PM
IMO it will start to canabalize off each other
#general - July 18, 2025 at 06:01 AM
Around $500k
#general - July 14, 2025 at 08:48 PM
I personally don’t - NPS is an internal metric of success. That said, you could highlight aspects tied to brand sentiment
#general - July 07, 2025 at 03:45 PM
yes
#general - July 01, 2025 at 08:52 PM
If anyone is going to the SF CMA event in September, it looks like I’ll now be there on the 10th and would love to say hi IRL
#open-share - June 26, 2025 at 11:25 PM
I prob should tell my boss I’m going to this thing in Wyoming before she finds out why my face is on a website 😅
#general - June 26, 2025 at 01:02 AM
A DM from a mutuel connection definitely helps. I’ve done this myself many times for folks in my network. At least then it’s not cold. Some ppl do have screeners on their LinkedIn
#general - June 26, 2025 at 12:13 AM
As a hiring manager, I usually never find out about the AI screening - this is something entirely managed by our talent and recruiting team. We usually get so many applicants that I only see a very curated list. In some cases, we had over 1k ppl apply and there's no way I could review even 5% of the candidates. What helps more is sending a linkedin DM or email from someone that Im connected with - encouraging me to look at the candidate
#general - June 25, 2025 at 08:00 PM
Thinking about topics to write about in the coming months - would something aorund org design and principles around hiring and expansion be of interest?
#general - June 23, 2025 at 09:54 PM
It should work now