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# The 2027 Customer Marketing Team
- URL: https://www.customermarketingalliance.com/the-2027-customer-marketing-team/
- Published: 2026-09-11T14:10:27.000Z
- Updated: 2026-09-11T14:10:27.000Z
- Description: What agents do, what you do
- Author: Customer Marketing Alliance
- Tags: Live session, AI & automation, Community

Every 2027 plan has a line for AI agents. Most of them read like a tool list.

This free live session is about the team instead. Which customer marketing and community jobs an agent can own by next year. Which ones the AI tools you already use can do, once they can see your community data. And which ones stay with a person.

**Kim Colbert, Community Marketing Lead**, and **Jacob Downey, Go-To-Market, Bettermode**, are showing three workflows live, not on slides:

- An agent moderating a customer community, and explaining every call it makes.
- An agent running engagement: welcoming new members, nudging stalled threads, surfacing the customers who answer everyone else's questions.
- An AI assistant reading a community over MCP, drafting an advocate shortlist, and pushing it into the CRM.

They close with a task triage worksheet for your 2027 planning: your recurring jobs sorted into platform agent, your own AI, or human, with the test that decides each one.

---

## What we're covering:  

- More customer marketing scope, same headcount. Agents can take real work off your team, but nobody tells you which work is safe to hand over.
- Leadership wants an AI plan for 2027\. A list of tools with AI features is not a plan.
- Advocacy and community work is still manual: welcoming, nudging, moderating, hunting for advocates. These are exactly the jobs agents do well now.
- Your AI tools can't see your customer community, so its data sits in a silo. An open API and MCP make it something your own assistant can read and act on.
- No roadmap fatigue. Every segment in this session is a live workflow, shown start to finish.

## What you'll walk away with:  

- A task triage worksheet for 2027 planning. Sort your recurring customer marketing and community jobs into a platform agent, your own AI tool, or a person, with the criteria that decide it.
- Three live workflows you can copy the same week: moderation with reasons attached, engagement nudges and expert surfacing, and community activity turned into an advocate shortlist in your CRM.
- A plain English read on MCP. What it lets your existing AI tools do with customer community data, and the questions to ask a vendor about it.
- A staffing lens for the AI line in your plan. What a customer marketing team looks like when agents hold real jobs, and how to put that into a headcount conversation.

## Your speakers:  

**Kim Colbert, Community Marketing Lead, Bettermode**  
Kim leads community marketing at Bettermode and runs the live agent demos, engagement, and moderation through a community marketer’s lens: what she hands off day-to-day, and what she still checks by hand. 

**Jacob Downey, Go-To-Market, Bettermode**  
Jacob wires community data into HubSpot, Salesforce, and the rest of the revenue stack. He runs the MCP segment, an AI assistant reading a community and pushing an advocate shortlist into the CRM, and walks through the triage worksheet. 

| Pillar   | What it does                                                                               | Example programs                                                                                          |
| -------- | ------------------------------------------------------------------------------------------ | --------------------------------------------------------------------------------------------------------- |
| Retain   | Helps customers accelerate the value they're getting, so the answer is yes at renewal time | Onboarding, education, community, lifecycle campaigns                                                     |
| Expand   | Grows existing accounts through tailored, relationship-driven programs                     | Executive experience programs, expansion campaigns, account-based marketing (ABM)                         |
| Advocate | Turns customer success stories into something that drives pipeline and revenue             | Formal advocacy programs, customer advisory boards, storytelling and content, evangelism, customer awards |