Kevin Lau

#general - January 10, 2026 at 03:31 AM

My boss is the chief customer officer and has marketing under her remit so we're a hybrid function. When we had cs as a separate org, Ive found the best way to align is shared goals and outcomes so ppl were clear on how each team supported one another vs creating the territorialness that sometimes happens

#open-share - January 09, 2026 at 06:24 PM

The strategist or the orchestrator? https://www.linkedin.com/posts/kevinkennethlau_customer-marketing-is-splitting-2026-m[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#open-share - January 08, 2026 at 06:25 PM

I made a list of 7 predictions for customer marketing in 2026: https://www.linkedin.com/posts/kevinkennethlau_i-didnt-realize-this-for-years-custome[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#general - January 06, 2026 at 10:21 PM

the adobe physical awards we use to give out were custom wrapped and designed by artists - I think they moved to something else - you can see the imagery here: https://www.adobeexperienceawards.com/

#general - January 06, 2026 at 06:09 PM

If you need some help with getting budget support from your leadership - I'm writing a series of predictions for 2026 that may help you - the first one beign churn gets the budget it deserves because of 10 specific reasons that are not specific to this year but how the broader b2b saas world is evolving. If you'd like to read the post it's in <#C04CVDQD4JZ|>

#open-share - January 06, 2026 at 06:07 PM

I'm doing a series of 7-10 predictions for customer marketing in 2026 with the first shared today on why churn finally gets the budget it deserves. Will share the full list in my newsletter on thursday.

#open-share - January 05, 2026 at 11:26 PM

First post of the new year - 2026 predictions for CMA coming up later this weekkkk https://www.linkedin.com/posts/kevinkennethlau_heres-what-im-not-doing-in-2026-beggin[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#open-share - December 23, 2025 at 05:52 PM

My fy25 year in review https://www.linkedin.com/posts/kevinkennethlau_i-thought-calm-was-my-weakness-i-was-wrong-activity-7409270509194018816-YGlM?utm_source=share&utm_medium=member_ios&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#general - December 19, 2025 at 01:15 AM

Shoutout to Hood for being my first ever LinkedIn connection. I'm not even sure how we know each other

#general - December 18, 2025 at 08:16 PM

+1 to this. From a business perspective, vendors understand that you purchased their product with the expectation of measurable impact. That includes both the technology and the service wrapped around it.

If there’s a mismatch, transparency is usually the fastest path to a better outcome. You don’t need to frame it as a complaint. I’ve found QBRs to be a great forcing function to objectively highlight what’s missing from the partnership and what success should look like going forward.

In some cases, that leads to a reset of expectations. In others, it leads to a change in support. Either way, it keeps the conversation grounded in outcomes, not personalities.

You’re representing your company’s interests just as much as they’re representing theirs. At the end of the day, it’s a business relationship and both sides want to maximize value.

#open-share - December 18, 2025 at 03:53 AM

thanks for having me!

#general - December 17, 2025 at 05:04 AM

my team runs NPS and voc end to end - nps is done bi-annually and we are building other surveys to drive signals tied to key moments in the journey ie. onboarding, renewals, premium support engagements to name a few

#open-share - December 17, 2025 at 01:15 AM

Related - I just got a new boss yesterday and saw this post she wrote: https://topline.beehiiv.com/p/the-rise-of-the-multithreaded-marketer

#open-share - December 15, 2025 at 09:02 PM

Our head of PR literally just sent this to me lol

#open-share - December 15, 2025 at 05:29 PM

This is one of the most commonly discussed topics during my 1:1 convos with CM practitioners: https://www.linkedin.com/posts/kevinkennethlau_the-funny-thing-about-imposter-syndrom[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#open-share - December 04, 2025 at 06:53 PM

For those interested, reopening applications for my 1:1 mentorship program: https://docs.google.com/forms/d/e/1FAIpQLSfRKSgHfz3m1fxcEv1w5siUBqf37FZ7_PBf4Ba_n7kDrekj2A/viewform?usp=dialog

#general - December 01, 2025 at 04:35 PM

Congrats @Daniel Palay!

#open-share - November 24, 2025 at 07:06 PM

Doing a major giveaway: https://www.linkedin.com/posts/kevinkennethlau_12-lessons-from-15-years-in-customer-marketing-activity-7398773646657449984-4H64?utm_source=share&utm_medium=member_ios&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#open-share - November 21, 2025 at 08:41 PM

Some practical resources for folks starting a new role: https://www.linkedin.com/posts/kevinkennethlau_starting-a-new-customer-marketing-role[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#general - November 20, 2025 at 05:50 PM

Anddd if anyone wants to join my discussion with the UE team we start in 10: https://userevidence.com/how-to-evaluate-customer-advocacy-platforms-without-getting-burned

#general - November 20, 2025 at 05:16 PM

Just launched our global customer awards program todayyyyy https://www.freshworks.com/global-customer-awards/

#open-share - November 14, 2025 at 10:41 PM

Ari is the best in the industry!

#general - November 14, 2025 at 10:38 PM

Thank you for everything Mary - happy to help and spread the word. If you end up doing a state of CM - I can promote it in my newsletter

#general - November 12, 2025 at 05:05 PM

Kicking off our CAB todayyyy

#general - November 07, 2025 at 11:51 PM

Agreed it does take a bit more work but the end result is way more impact to ndr - the true measure of saas health and success. It’s just not preached enough from the rafters to the board room

#general - November 07, 2025 at 10:50 PM

I did the same 🙂. Great way to reinforce your charter and get resources for next year

#general - November 07, 2025 at 10:45 PM

Very timely post https://www.forbes.com/councils/forbescommunicationscouncil/2025/11/07/customer-marketing-is-the-growth-engine-most-cmos-are-overlooking/

#open-share - November 06, 2025 at 08:12 PM

Round up of some of my top LinkedIn posts for reference: https://open.substack.com/pub/kevinkennethlau/p/start-here-essential-posts-on-customer?r=14zla6&utm_medium=ios

#open-share - November 05, 2025 at 04:58 PM

Sharing some tea and insights on community: https://www.linkedin.com/posts/kevinkennethlau_i-was-early-in-my-career-when-our-best[…]m=member_desktop&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#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 31, 2025 at 11:52 PM

We are chicken banana

#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: https://www.linkedin.com/posts/kevinkennethlau_customermarketing-scalingteams-frameworks-activity-7285687279338110976-Dl00?utm_source=share&utm_medium=member_ios&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#general - September 28, 2025 at 09:55 PM

This post I wrote a few months ago might help you: https://www.linkedin.com/posts/kevinkennethlau_customerengagement-customermarketing-customeradvocacy-activity-7285324881498456064-RPNJ?utm_source=share&utm_medium=member_ios&rcm=ACoAAAUKKfABX9xcPO0DU-3nozB7LbJCdBJoLxM

#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