What is the real value of building meaningful customer relationships in today's competitive tech landscape? In this episode of The Peerbound Podcast, host Sunny Manivannan is joined by Alexie Glover, co-founder and marketing consultant at Frank Advocacy. The discussion covers the motivations behind starting Frank Advocacy and the importance of customer marketing. Alexie shares her unique journey inspired by her mother, highlighting the need for businesses to appreciate their customers and build lasting relationships. The conversation delves into the challenges and opportunities in the customer marketing function, touching on the shift towards non-transactional relationships and the role of technology. Alexie also emphasizes the importance of making work visible to secure a seat at the table and shares insights into Frank Advocacy's innovative marketing strategies, including customer-centric initiatives like 'customer marketing cuties' and 'customer marketing cowboys.' 

• (00:00) Introduction and Guest Welcome
• (00:38) Founding Frank Advocacy
• (02:18) Family Influence and Early Career
• (03:56) Working with Family: Challenges and Benefits
• (06:33) Modern Customer Advocacy Trends
• (09:50) Customer Relationships and Market Dynamics
• (16:33) Marketing Strategies and Challenges
• (20:19) The Sticker Revolution
• (21:32) Direct Mailers and Job Postings
• (24:16) The Future of Customer Marketing
• (29:17) The Importance of Visibility
• (33:53) Proud Projects and Peer Influences
• (37:16) Conclusion and Final Thoughts

Featuring:

Alexie Glover:
LinkedIn — https://www.linkedin.com/in/alexie-glover/

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan

Follow us:
LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX