Kevin Lau: “I Built A Customer Awards Program That Gave Me Access To Our Most Elusive Customers"

Most customer awards programs peak at the trophy moment, and then everyone moves on to the next thing.Kevin Lau, Customer Marketing leader and prominent voice in the space, doesn’t do that. His most recent programs at Freshworks and Adobe unlocked massive accounts that weren't giving his team the time of day, generated a full year of customer stories, and created a real trackable pipeline from a single program.He walks through the leadership alignment, the judging process, and how to turn each winner into a strategic relationship over the next 12 months.This one's for the CMA folks who want recognition programs that create impact way beyond the moment of recognition.