> ## Content Index > Fetch the complete content index at: https://www.customermarketingalliance.com/llms.txt > Use this file to discover other available public pages before exploring further. # Building an agentic AI powered strategy - URL: https://www.customermarketingalliance.com/building-an-agentic-ai-powered-strategy/ - Published: 2026-10-12T10:49:02.000Z - Updated: 2026-10-13T11:37:54.000Z - Author: Customer Marketing Alliance - Tags: Live session, AI & automation CMAnow is your chance to stream exclusive talks and presentations from our previous events, hosted by customer marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after customer marketing content – ordinarily reserved for CMA Pro members. Each stream delves deep into a key customer marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced customer marketing leaders 👨‍💻 Enjoy regular in-depth sessions Take a look at what we've got coming up 👇 --- **Date:** October 27 **Time:** 5:00pm GMT **Location:** Online [Sign up now](https://www.linkedin.com/events/7514230095155277824/?viewAsMember=true) You’ve probably heard some version of “every customer should just be an advocate.” Leadership sees the case study, the reference call and the customer on stage. What they don’t see is the adoption programs, the community, the feedback loops and the cross-team wrangling that got that customer there. In this session, Kevin looks at why customer marketing so often gets boxed in as a tactical team, and how to break out of that box. He walks through a hierarchy of customer trust (value, reliability, candor, belonging and advocacy). Then he shares his “decoder ring” for turning program output into the three things your C-suite actually cares about: efficiency, deal velocity and net revenue retention. He also shows how he builds with AI himself. That goes from simple chats to projects, skills and connected tools, and on to a personal Jarvis-style assistant he built with Claude Code in 20 days. Six months earlier, he’d never even opened a terminal. **Key takeaways:** - Advocacy is only the tip of the iceberg. Customers only advocate once you’ve earned their trust across the whole lifecycle. So make the work below the waterline visible to your leadership team. - Talk in your C-suite’s language. Instead of saying “we have 50,000 community members,” show what that community does for retention, win rates and time to value. It’s the same work, told a different way, and it’s how you earn a seat at the table. - Use AI to support you, not replace you. Start small: build up from chat to projects, skills and connectors, and check everything it gives you. Then spend the time you save on what AI can’t do, which is applying taste and judgment and building real relationships with customers. --- ### Meet the speaker: Kevin Lau is a customer-led growth leader with over 15 years of experience building and scaling customer marketing and advocacy programmes at global organisations, including Adobe, F5, and Freshworks. Specialising in transforming post-sale functions into measurable growth engines, Kevin brings together customer marketing, advocacy, community, customer education, and voice of customer to strengthen retention, accelerate adoption, and drive expansion. His approach focuses on connecting Product, Sales, Marketing, and Customer Success to make customer value visible, measurable, and repeatable. A champion of data-driven customer engagement, Kevin has built scalable advocacy programmes, global communities, and customer-led growth strategies that turn customer relationships into lasting business value. More recently, he has been exploring how AI can accelerate post-sale growth while prioritising responsible adoption, consent, and data governance. Kevin's work centres on a simple principle: when organisations prove customer value early and amplify it consistently, customers become their strongest drivers of sustainable growth. ![](https://storage.ghost.io/c/16/4c/164ccee2-1afe-418d-8b1c-b185533d0b88/content/images/2026/10/1762190021125.jpeg)