256 - Customer Marketing Is Your Hidden Growth Lever (Holly Higgins, Customer Marketing at Nectar)

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Building With Buyers: Startup Marketing and Growth Fueled By Customers

Anna Furmanov

264 episodes

4 days ago

You're a startup founder. You think your product is amazing and feel like more people should be buying. But the road is long and slow. It feels like you're stuck. There's always one thing I ask: have you talked to your customers? This is a show about startup growth that explores the role that customers play in helping startups build to their next round. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

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256 - Customer Marketing Is Your Hidden Growth Lever (Holly Higgins, Customer Marketing at Nectar)

Building With Buyers: Startup Marketing and Growth Fueled By Customers

48 minutes 7 seconds

1 month ago

256 - Customer Marketing Is Your Hidden Growth Lever (Holly Higgins, Customer Marketing at Nectar)

So ya know how I’m exploring the role that customers play in helping companies build to their next level of growth? My goal is to invite on more superstar customer marketers and this episode is no exception.

Why such an obsession with customer marketing?

people don’t stop to consider how important their customers are
we always seem to be chasing net new
trust is peer-led and most growth (still) comes from referrals, word of mouth, and bottom-up adoption
your customers are your moat because they are unique to you
you're probably doing some of this, it's just not officially in your business strategy (it should be)

Holly Higgins is Sr. Customer Marketing Manager at Nectar. Nectar is an employee recognition & rewards platform for companies investing in culture. $58.7M in funding. 245 people.

Here’s what we cover:

Holly's responsibilities and goals;

How do you incorporate customers as part of your growth efforts;

Gamifying customer engagement;

How you use AI in your role;

How AI makes you and me more human;

Holly asks me her burning question.

Holly on LinkedIn: ⁠www.linkedin.com/in/holly-higgins-28841a1b7

Nectar: nectarhr.com⁠⁠⁠⁠⁠⁠

For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show.

Music by my talented daughter.

Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠

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