The Peerbound Podcast

Lauren Turner (Director, Customer Marketing at Alyce) on the Power of Customer Voice

Episode Summary

Explore the evolving landscape of B2B customer marketing with Lauren Turner, Director of Customer Marketing at Alyce. With prior career experience in product management and product marketing, Lauren brings a deep understanding and passion for the importance of the voice of the customer in guiding how to build products and programs. From the impact of budget cuts to the power of customer advocacy, discover the strategies and insights shaping this crucial function in the software industry.

Episode Notes

In this episode, Lauren and Sunny dive into:

(00:57) Lauren’s predictions for the future of customer marketing
(03:24) Why we’re seeing budget cuts in customer marketing and the challenge of calculating ROI in a relationship-building function
(08:03) Best practices for building a community from scratch, and why customer marketing isn’t an ‘instant gratification’ function
(12:59) Lauren's first few jobs in Product Management and Product Marketing, and how she used the voice of the customer in her day to day, and lessons learned working in different functions
(18:00) Making the move to customer marketing
(40:48) Best practices for collaborating across departments
(24:03) Balancing being collaborative while also demonstrating the unique value and results you help drive
(25:37) Lauren’s customer marketing experience in the pandemic and the long-lasting effects on community and customer marketing initiatives

Stay tuned through the end of the show (30:47) to learn:

How Lauren’s astrological sign influences her rapid fire responses.
Which improv group Lauren is a member of.
Who Lauren thinks we should interview next.