<p>Melanie Paddock is Sr. Manager, Customer Marketing &amp; Advocacy at Gainsight. Gainsight is the world’s leading Customer Success platform. 1,100 ppl, $156M+ total funding, Series E.</p><p><br></p><p><strong>Here’s what we cover:</strong></p><p>02:48 The Importance of Customer Love</p><p>05:34 Building an Advocacy Program from Scratch</p><p>08:24 Gamification and Customer Engagement</p><p>11:16 Creating a Community for your Advocates</p><p>14:20 Leveraging Customer Proof for Sales</p><p>17:08 Top Challenges in Customer Marketing</p><p>19:57 Building deep Relationships with Customers is such an opportunity</p><p>22:41 Avoiding Transactional Relationships in Customer Marketing</p><p>23:31 How to build trust</p><p>29:08 Transforming Customer Marketing into your Strategic Advantage, not a &quot;nice to have&quot;</p><p>29:24 The Role of Customer Research in Marketing</p><p>34:30 Leveraging AI in Customer Marketing</p><p>43:59 Melanie asks me her burning question (HINT: the future of customer marketing + the impact of AI)</p><p><br></p><p>Melanie on LinkedIn: <a href="https://www.linkedin.com/in/melaniepaddock/" target="_blank" rel="noopener noreferer"><u>www.linkedin.com/in/melaniepaddock</u></a></p><p>Gainsight: <a href="https://userevidence.com/">⁠⁠⁠⁠⁠⁠⁠</a><a href="https://www.vector.co/">⁠⁠⁠⁠⁠</a><a href="https://www.moengage.com/">⁠⁠⁠</a><a href="https://www.intellum.com/">⁠</a><a href="https://www.gainsight.com/" target="_blank" rel="noopener noreferer"><u>www.gainsight.com</u></a></p><p><br></p><p>Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you&#39;re into, and don&#39;t forget to leave a review if you&#39;re lovin&#39; the show.</p><p><br></p><p>Music by my talented daughter.</p><p><br></p><p>Anna on LinkedIn: <a href="https://www.linkedin.com/in/annafurmanov/" target="_blank" rel="noopener noreferer">⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠</a>⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠</p><p>Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠<a href="https://furmanovmarketing.com/" target="_blank" rel="noopener noreferer">furmanovmarketing.com⁠⁠⁠</a>⁠⁠⁠</p><p>Newsletter: ⁠⁠⁠⁠⁠<a href="https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba" target="_blank" rel="noopener noreferer">One Insight</a></p>