Kevin Lau

#general - January 14, 2025 at 05:03 PM

actually I decided to make it today's post since its timely

#general - January 14, 2025 at 04:31 PM

It's on my calendar 🙂

#general - January 14, 2025 at 12:11 AM

Agreed - when we say customer marketing, 95% of it usually refers to advocacy only - and while there’s nothing wrong with that - it limits our ability to be seen as full lifecycle marketers and have a seat at the table IMO

#general - January 13, 2025 at 09:52 PM

I asked chatgbt and put in the parameters of a 5k org with $1b in revenue:

For a B2B tech company with 5,000 employees and $1 billion in revenue, achieving a CSAT score between 75% and 85% is considered strong and aligns with industry standards. The software and SaaS sector, in particular, reported an average CSAT score of 78% in 2022, reflecting high customer expectations and competitive service levels.

It's noteworthy that some studies have reported higher average CSAT scores in B2B industries. For instance, a 2022 report indicated an average CSAT score of 89%, though only 4% of companies achieved this level, suggesting that such high scores are exceptional.

Therefore, maintaining a CSAT score within the 75% to 85% range is indicative of solid customer satisfaction for a company of this size in the B2B tech sector. Striving for scores above 85% can further distinguish your company, though achieving such levels is relatively rare and may require exceptional customer experience strategies.

#general - January 13, 2025 at 08:27 PM

The phrase lifecycle marketing can be triggering for DG folks that believe it's all about expansion and upsell campaigns - that often is where the crunchiness lies when they want to show the complete end to end support from a lead acquisition > revenue impact. I've been chatting with quite a few folks in here about this lately - imo, CMAs are the best positioned to orchestrate it from a post-sale experience standpoint and this puts us in a better light when most CMOs are DG or brand focused and less on the customer experience

#general - January 09, 2025 at 06:09 AM

The short answer - world domination

#general - January 08, 2025 at 04:55 PM

That's awesome

#general - January 06, 2025 at 09:47 PM

ahhh good topics

#general - January 06, 2025 at 09:36 PM

Welllll...I made it a declaration, so now I need to follow through and do it 😅 - I'm going to be posting regularly on linkedin 3-5x a week with practical CMA tips and leadership resources - if I'm lucky, and have enough time, I might do a video once a week - if there's something you'd like me to cover, LMK. One of the topics for tomorrow is how to scale your CMA results when you're new or have an expanded role

#general - December 19, 2024 at 04:31 PM

no required a lot of stakeholder alignment to drive the relationships and build the trust

#general - December 12, 2024 at 01:18 AM

Securing an extra $400k in budget before eoyyyyyy

#general - December 04, 2024 at 03:56 PM

Send me a PM

#general - December 03, 2024 at 09:26 PM

I can share it with you 1:1

#general - December 03, 2024 at 08:29 PM

If interested I can share my pitch deck with ppl

#general - December 03, 2024 at 08:28 PM

I do have a single slide I use in every one of my presos that’s from that report - I presented it to our ceo and mgmt team and it works wonders

#general - December 03, 2024 at 08:28 PM

Let me ask

#general - December 03, 2024 at 07:17 PM

Good read: https://www.forrester.com/blogs/customer-marketers-be-ambitious-but-not-careless/

#general - November 25, 2024 at 09:51 PM

Happy to talk about org design as part of the discussions I'm going to have with Mary in a few weeks

#general - November 20, 2024 at 11:54 PM

I have a 25 page brief that goes into the details that I could walk you through at some point

#general - November 20, 2024 at 11:54 PM

Pretty much everything qualitative and quantitative feedback - 1:many surveys (NPS etc.), customer interviews, advisory councils, CAB, closed loop feedback, insights aggregation etc.

#welcome - November 20, 2024 at 10:18 PM

<@U081SG72GD9> - omg it’s been a hot minute. Good to see youuuu!

#general - November 20, 2024 at 04:11 PM

I posted a visual of my team charter somewhere in here a few weeks back but this is how it's structured - it's purposely designed to be a CoE engaging customers across their entire journey to drive stickiness and create raving fans
• VoC
• Community
• Customer Edu
• Advocacy
• Lifecycle and Retention
• Customer Comms
• Exec Engagement

#jobs - November 19, 2024 at 06:57 PM

Was going to say if you need me to pull some for you lmk

#general - November 19, 2024 at 06:54 PM

Resharing in general in case others are interested

#jobs - November 19, 2024 at 06:53 PM

FYI if you need industry comp breakdowns by role and level: - you can play around with the GEOs to get an estimate https://app.comprehensive.io/benchmarking/s/jobFamily=Software+Engineering&level=IC3

#general - November 15, 2024 at 09:39 PM

We just wrapped up our NA CAB today. If anyone needs location recommendations in the Bay Area - cavallo point is a great one overlooking the Golden Gate Bridge

#general - November 14, 2024 at 08:00 PM

Depending on how you're resourced it could start as a shared program across several teams or departments that have similar goals - essentially an MVP and as it matures, you'll prob find that naturally it will move in the direction where the program best aligns to supporting the customer and you can make the case of a COE. It helps remove the territorial bickering to get started and just solve a customer problem

#general - November 14, 2024 at 07:08 PM

This is how I’ve structured it within my team to drive buyin and stakeholder alignment tied to the customer journey.

Practitioner includes things like community, lifecycle and adoption programs, education and training

Influencer is developing brand evangelists and customer evidence

Exec: thought leadership / exclusive tailored communities etc

I believe I’m doing a session with @Mary Green (Owner CMAweekly) in a few weeks where I can explain this further

#general - November 14, 2024 at 07:03 PM

You’re totally speaking to the biggest challenge in most orgs - how do you drive stickiness across all levels of a customer account from practitioner to exec so it influences adoption, retention, expansion

#general - November 14, 2024 at 05:23 AM

Im building this as a 7th pillar of our Customer Engagement team - components include CAB, Exec Sponsor Program, Exec Forum, etc.

#general - November 05, 2024 at 08:35 PM

Basically same principles if you’re launching something new or revamping an existing program. I use the same framework myself 1. Have clarity of goals 2. Validate with direct customer feedback 3. Drive stakeholder alignment 4. Launch your mvp tied to clear metrics and iterate

#general - November 05, 2024 at 08:18 PM

I would give it to you for free if I could but product marketing alliance does all the marketing for it. Here’s basically the breakdown - when I recorded the content it was 8-10 hours meant to be one compressive customer marketing course. CMA decided to break it up bc of the length into the two - the $500 is still the fundamentals and dives into specific programs. The micro course for $150 is really what to do in your first 90-120 days to drive immediate impact with a framework to follow. Hope that helps

#general - November 05, 2024 at 04:11 PM

We used to create custom linkedin banners and badges for award winners and those selected to be Marketo Champs - you can see an example here: https://www.linkedin.com/in/brookembartos/

#general - November 04, 2024 at 08:27 PM

If you do something in Napa - there's lots of great experiences you can tac on. We did one at a private winery and got to experience and underground cavern and winery in yontville

#open-share - November 01, 2024 at 12:19 AM

Hi ho hi ho, it’s off to work we go

#general - October 31, 2024 at 07:00 PM

1. High touch and recommended customers from your account teams
2. Leveraging your events - any time we had a major customer conference we used this as an opportunity to get more reviews in-person to guide the customer during the process - this alone drove hundreds of reviews for us

#jobs - October 29, 2024 at 03:19 PM

VP of PMM role owning Customer Advocacy - Dave Carrel, the CMO is the hiring manager and worked with him at Adobe https://careers.thomsonreuters.com/us/en/job/JREQ182779/Vice-President-Product-Marketing-Strategy-and-Ops

#discussions - October 22, 2024 at 09:13 PM

This awards microsite was insanely expensive to custom build but it had the live streaming of the awards show, application process, analytics and judging scorecard all on it. If you need something light weight, the CAP awards used jotform and it was pretty smooth from a judging standpoint when I went through it this year

#jobs - October 22, 2024 at 05:55 PM

Job posting took longer than expected but we're finally live and my team is hiring for a program manager / ops lead. Hiring locations include San Mateo, Bellevue, Denver, London

#jobs - October 01, 2024 at 05:14 PM

Please send me a PM and I can follow up with everyone that expressed interest. Apologies I’m also traveling the next few weeks in case I miss anything

#jobs - October 01, 2024 at 05:13 PM

New role opening on my team shortly for a Customer Engagement Program Lead - location options will include Seattle, Denver, London and possibly San Mateo. Job will be posted this week - just waiting on some of the backend paperwork to finish

#jobs - September 29, 2024 at 07:20 PM

@jennifer smart is it Cristina Melluzzi?

#jobs - September 29, 2024 at 07:19 PM

Send me a PM @Lauren Turner

#jobs - September 27, 2024 at 11:08 PM

If anyone is looking for a VP level Customer Marketing role, LMK - large ENT org experience will be required. Happy to connect you with the hiring manager who is establishing the function. The JD is also not even made yet but there's an opportunity to create what you want. Could definitely be a dream job for someone

#general - September 26, 2024 at 07:32 PM

We’re going through AOP right now. This is my approach:
1. What are the big bets we want to make tied to company okrs
2. What are the jobs to be done against those goals (lights on + new/different programs)
3. What are the current gaps from a people, process, tech cost to get us there
4. What is the ROI for any incremental $$$ with a valid business case (good, better, best breakdown)

#welcome - September 25, 2024 at 03:06 PM

Welcome friend!

#general - September 12, 2024 at 11:34 PM

Yes this is powered by base

#general - September 10, 2024 at 05:54 AM

Throwing some ideas down:
• How to communicate your strategic value to the csuite
• Org design
• Designing your charter and expanding your remit
• Internal stakeholder alignment and how to win over your biggest critics/skeptics
• Hiring strategies

#discussions - September 06, 2024 at 10:37 PM

Can't believe that was 8 years ago

#discussions - September 06, 2024 at 09:50 PM

Here's a few - one from an adoption standpoint and the other from a post-sale flywheel - I've used both in presentations to explain it's a process that starts earlier in their lifecycle