VP of Customer Marketing, Freshworks
When Kevin set out to create Freshworks’ first customer awards program, he knew it couldn’t be a one-off campaign. He wanted it to have bigger impact than that. And… it did. In its first year, the program drove:
How to structure award categories around outcomes, not just products. Design your program to generate the evidence and use cases your team actually needs
Why submissions aren’t the real metric. A handful of strong nominations from recognizable brands beats 50 mediocre ones every time
How to get internal buy-in when your CMO is demand-focused. The long-tail argument for customer marketing — and how to make it land
How to use your awards program as a year-round story pipeline. Every nomination, winner or not, is a customer story waiting to happen
What a surprise-and-delight activation actually looks like. From microsites to F1 sponsorships, Kevin’s sharing what’s worth the investment and what isn’t
