In this episode of the Peerbound Podcast, host Sunny Manivannan is joined by Alison Bukowski, the incoming Vice President of Customer Experience at Point of Reference. Alison discusses her journey from content marketing to customer marketing and advocacy, and eventually to leading a marketing team. She talks about the importance of continually evolving marketing strategies and placing the customer at the forefront of business decisions. Alison also discusses how to successfully measure customer marketing and advocacy efforts focusing on revenue generation, customer health scores, retention, and embracing account-based marketing when appropriate.

• (01:20) Striking the right give-to-get ratio
• (02:36) How to actually be a customer-led organization
• (04:09) Organizational alignment in marketing
• (05:18) The power of shared KPIs
• (07:30) How to get folks on board for collaboration
• (09:16) The measuring marketing's impact
• (11:36) The implication of savvier buyers for marketing teams
• (13:23) CMO playbooks today vs. of the past
• (15:50) Alison's journey into marketing leadership
• (18:06) What Peerspot does and how they differentiate
• (24:51) Advice for customer marketers with an eye toward a CMO role

Stay tuned through the end of the show (31:50) to learn:

• Whether Alison (an English major) is team physical books or eBooks.
• What time of night Alison’s brain turns off.
• Who Alison thinks we should interview next.

Featuring:

Alison Bukowski (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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