Bridget
Heaton
Senior Manager, Customer Marketing
Slack
Bridget Heaton is a marketer who found her niche in customer marketing and in building and scaling communities. She started her career in international education helping to administer ECA exchange programs and found early success there in events, social media marketing, and promoting advocacy amongst program participants. Bridget moved into marketing in education technology at Schoology. There, she started customer marketing and built the community, starting with 19 members and scaling it to 100 and then 4,000 educators. After, she joined Collibra, where she built the customer marketing function and launched their Data Citizens community, reaching 6,000 members in just 1 year. Currently, she is a Customer Marketing Lead at Slack focused on building the enterprise customer marketing program. Bridget holds a Bachelor's degree in Global Studies and French from St. Lawrence University.
24 May 2023 09:45 - 10:15
Account-based customer marketing: How to build advocacy with the biggest brands in the world
We are all familiar with the concept of account-based marketing, but what if we take that same approach when it comes to designing customer marketing or advocacy programs? So much of the conversation around customer marketing to date has been about building advocacy at scale, but that strategy doesn’t always work when it comes to getting the biggest companies and brands in the world to advocate on your behalf. In this session, you will discuss how to build bespoke engagement programs or account-based customer marketing programs, customizing them to build relationships, develop advocates for life, and make an impact on your business. Specifically, you will discuss: 1. When to leverage this 1:1 vs. 1:many customer marketing strategy 2. How to measure the value of AB(C)M in your larger strategy 3. Best practices for building AB(C)M engagement plans and customer experiences that "wow"