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Kevin
Lau
VP, Customer Engagement
Freshworks (former F5, Adobe)
Kevin Lau is the VP of Customer Engagement at Freshworks where he is establishing a new organization focused on developing customer-led growth initiatives to support customers across their entire journey with Freshworks from product adoption, retention, advocacy and ultimately creating customers for life. Previously, Kevin was the Senior Director of Global Customer Engagement at F5 where he was responsible for leading a new team across customer marketing, customer advocacy, strategic global events and executive programs and before then was the Global Head of Customer Advocacy for the Adobe Experience Cloud portfolio where he led customer marketing and advocacy initiatives. He has received numerous awards and accolades including being featured in the 2022 Top 25 Customer Marketing & Advocacy (CMA) Influencers, selected as Advocate Marketer of the Year, and winner of the Best in Class Customer Advocacy Programs.
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15 October 2025 09:00 - 09:30
The post-sale power play: How customer marketers drive growth across the entire journey
Customer marketing is having a moment—but most teams are still stuck in the old playbook. If you want to build programs that truly move the needle, you can’t stay in the “advocacy-only” lane. The future of customer marketing is full-funnel, cross-functional, and outcome-driven. It’s about turning customers into your greatest growth lever—from adoption to expansion, advocacy to pipeline influence. In this session, you’ll learn how to: ✅ Design customer programs that create impact across the entire lifecycle ✅ Build partnerships with Sales, Product, CS, and Marketing—without waiting for permission ✅ Shift from vanity metrics to value metrics that prove your influence ✅ Start embedding Customer-Led Growth into your strategy today You’ll leave with a tactical roadmap to run customer programs like a growth leader, not just a marketer—and the confidence to lead the charge across your organization.