As the digital workplace continues to evolve, customer marketers must rethink how they build relationships, foster advocacy, and scale connection.
At Google Workspace, I’ve found that the most impactful strategies are the ones that prioritize human connection – whether we’re working face-to-face, across time zones, or entirely online.
That means embracing digital tools not just for efficiency, but for inclusion, flexibility, and authenticity.
It means showing up early in the customer journey, co-creating meaningful content, and making space for every voice, not just the loudest or most visible.
In this article, I’ll share the strategies and lessons that have shaped my approach to customer marketing in a digital world – from rethinking events, to building community, to finding the balance between high-touch and scalable.
These are the insights I’ve gathered by listening closely, collaborating often, and staying open to what’s next.
The differences between digital and in-person customer interaction
As customer marketers, most of our interactions with customers are digital. We email, we chat, we jump on video calls and we’ve become really skilled at building meaningful connections without ever being in the same room. That’s just the reality of how we work today.
That said, there’s something uniquely valuable about meeting customers in person. Whether it’s for a video testimonial, a customer event, or even just a casual coffee, face-to-face interactions create a different level of connection.
They remind us that these are real people behind the stories we’re telling – not just names in a database or email threads. When we get to share a physical space, even briefly, it deepens the relationship and helps bring those human stories to life in a powerful way.
Of course, we can’t meet every customer in person. It's simply not scalable, or sustainable. We’re often supporting hundreds, thousands, or even millions of customers, depending on the size and scope of our organization.
That’s where digital really becomes essential. It allows us to connect with customers at scale in a way that's efficient, flexible, and mindful of resources – both ours and theirs.
Making digital collaboration work
One of the biggest advantages of digital interaction is the ability to collaborate asynchronously. We can work across time zones, schedules, and work styles without needing to coordinate constant live meetings. That flexibility is key, especially when working with executives or senior stakeholders whose time is incredibly limited.
In customer marketing, we’re always thinking about how to minimize the lift for our customers. Before we even get into the details of an ask, one of the first things sellers want to know is: how much time will this take from the customer? And that’s the right question to ask.
We never want to burden customers – we want to create value. So if we can say, “This will only require a quick review in a shared doc,” or “There’s just one short call at the end,” it makes it easier for everyone to engage.
That’s where a thoughtful digital strategy really shines. It allows us to be respectful of people’s time while still delivering compelling, collaborative experiences that spotlight customer success. And ultimately, that’s what customer marketing is all about.
How digital has transformed customer marketing
There’s no doubt that the digital space has transformed customer marketing, especially over the last few years. Big challenges, like the global pandemic, forced us to pivot quickly. But in doing so, we uncovered new strategies that continue to improve how we connect and work every day.
When the world went into lockdown, we had to completely rethink how we engaged with customers. At Google, we were in the middle of planning Google Cloud Next – our biggest in-person event of the year, usually drawing over 50,000 attendees to the Bay Area.
Suddenly, we had to take that global event online. And we knew we still owed our customers a great experience, from speakers to participants to anyone looking to learn and grow.
The first year, we rolled out a multi-week digital program. It was a huge effort, and we learned a lot,especially about digital fatigue and online engagement. The next year, we adjusted to a more condensed three-day format. Every iteration taught us more about what makes digital events successful.
Creativity and authenticity in a digital-first world
The shift to digital didn’t just change how we meet, it also reshaped how we create. One of the customer videos I’m most proud of was filmed during the pandemic with Ulta Beauty. We had a tiny on-site crew – just a camera and sound person in full PPE – and conducted the entire interview remotely from my apartment, with a laptop on a stool.
Watching that final cut, you’d never guess the circumstances behind it. It reminded me how resourceful we can be when we need to be – and how those constraints often lead to creative breakthroughs.
That experience opened the door to remote filming strategies we still use today. It's more cost-effective, reduces the need for travel, and still delivers high-impact results. In many ways, we may never have explored that approach without the pressure of a global challenge pushing us to think differently.
More recently, we’ve been focusing on even more authentic, grassroots-style content. Tools like Vocal Video allow us to collect short, self-recorded clips from customers who simply tell us why they love Google Workspace or what they’ve built using it.
These videos are genuine, relatable, and incredibly scalable. You don’t need fancy B-roll or a big production team – just real voices, telling real stories. That kind of content resonates, and it helps us capture more diverse customer perspectives than ever before.
Authenticity is becoming an essential part of modern customer marketing. It’s another tool in our toolkit – one that helps us engage more customers in more meaningful ways, no matter where they are in the world.
Building relationships digitally
One of the key strategies I’ve adopted in the digital workplace is maintaining regular connection points with my top advocates and most engaged customers. Whether it’s through monthly or quarterly video meetings, or ongoing chats with them and their comms teams, I try to create a cadence that feels like a real partnership.
These conversations don’t always have to be formal – they’re about maintaining a human connection, even when we’re working remotely.
I aim to be a true extension of their team. Their goals are my goals. I want them to feel supported, and that means breaking down the formality that can sometimes come with reference and advocacy programs, especially when we’re not interacting face-to-face.
Using messaging tools to keep the conversation going between meetings has helped create that feeling of continuity and trust.
Embracing the right tools
Naturally, I use Google Workspace tools exclusively to collaborate with customers. I connect with them via my Pixel phone, and we work together through tools like Google Meet, Google Chat, Docs, Slides, and more. And while this might sound like a commercial, what’s exciting is that no matter what productivity suite your organization uses, these kinds of digital tools have become universal in helping us stay connected.
Years ago, when I was in sales, most customer interaction happened through phone calls – headsets and desk phones were the norm. Now, we’re meeting face-to-face on video calls. It’s made us more connected than ever, and it helps humanize our interactions in a way that audio alone never could.
We also use messaging platforms to collaborate asynchronously. Whether it’s individual chats or shared spaces, these tools allow us to stay aligned and move projects forward without always needing a meeting.
And increasingly, we're using video conferencing tools not just for conversation, but for content creation, like filming customer interviews or testimonials. It’s amazing to see how creative and effective these solutions have become.
Creating frictionless advocacy experiences
When it comes to advocacy, one of the most important things we can do is create a seamless, intuitive experience for our customers.
Tools in the advocacy tech space allow us to scale relationships, personalize engagement, and build vibrant communities. These platforms help ensure customers can participate in advocacy efforts easily, without unnecessary friction.
Community is a key part of digital strategy. Whether you’re building it from scratch or supporting one that’s already forming organically, the goal is to give customers a space to connect, contribute, and feel valued.
When customers feel like they’re truly part of something, they’re more likely to stay engaged and advocate for your brand.
Co-creating with customers
Some of the most meaningful moments in customer marketing come from true collaboration. Something as simple as co-writing a blog in a shared Google Doc can be surprisingly powerful.
When a customer is leaving comments, making edits, and helping to shape their own story, it creates a deeper sense of ownership – and a stronger final piece.
Those moments, when you see a customer editing right alongside you, even from halfway around the world, are incredibly energizing. It’s a reminder of why we do this work. We’re helping customers tell their stories, and we’re doing it together – no matter the distance.
These shared digital experiences can feel just as real and connected as being in the same room. The tools we have today allow us to bridge time zones, geographies, and organizations to build something meaningful. That’s the power of the digital workplace when it’s done right.
Embracing hybrid experiences
One of my favorite parts of working in the digital space has been the evolution of digital and hybrid events. Before I joined Google Cloud, nearly all customer events I worked on required us – and our customers – to travel.
We’d spend a lot of time coordinating logistics and hoping key speakers could make it. But there were always hurdles: conflicting schedules, travel restrictions and budget constraints. Sometimes, the customers we most wanted to feature couldn’t attend simply because of practical limitations.
The rise of digital events changed all of that. Suddenly, we could create experiences that didn’t require everyone to be in the same room. And now, we’ve entered this new phase – hybrid events – that bring together the best of both worlds. They allow us to create a more inclusive experience by opening the doors to a wider range of participants.
Not everyone can travel, and not everyone needs to. Hybrid events give customers options. Maybe a company’s executive team attends in person, while their IT admin team joins remotely.
This flexibility helps us bring in a more diverse set of voices, which is so important in customer marketing. We want panels that reflect different roles, regions, and perspectives – and digital access makes that possible in a way in-person-only events never could.
Being part of the shift to digital and hybrid strategies has been one of the most exciting parts of my work. It’s shown me how we can apply the lessons of digital to physical experiences, and vice versa. Ultimately, it’s about creating access and making customer marketing more inclusive and impactful for everyone involved.
The future of customer marketing in a digital world
Looking ahead, I think customer marketing will continue to be shaped by this balance between digital and physical engagement. We’re all learning how to operate in a hybrid world – not just in marketing, but in how we work and live. That same mindset needs to apply to our marketing strategies as well.
We’ll keep refining how we bring customers into advocacy efforts, from outreach to execution. Some experiences will be digital-first, others may be rooted in face-to-face connection, and many will blend the two. The key is staying flexible and open to change.
I also think we’ll continue to learn from one another. Whether it’s through industry events, webinars, community forums, or just following the work others are sharing, customer marketers have an incredible opportunity to collaborate across organizations and learn from each other’s successes and setbacks.
If there’s one constant in this space, it’s evolution. We’re always adapting – adapting to customer needs, to global events, to new tools and technologies. And when we stay curious, connected, and focused on creating meaningful relationships, we’ll keep finding better ways to tell customer stories and build stronger communities, no matter what the future looks like.
Creating connection through the customer lifecycle
The digital workplace has become a powerful tool, not just because it makes things more efficient, but because it supports a deeper level of human connection.
It’s not just about automating workflows or streamlining collaboration; it’s about creating something that works for you and your customers, in a way that feels personal and supportive.
That’s why I think it’s so important for customer marketing to embrace a full lifecycle approach. It’s no longer just about getting a quote or case study at the end of a successful implementation.
It’s about supporting the customer journey from day one. How are we helping customers adopt and engage with our products early on? Are we making it easy for them to succeed right out of the gate? Are we showing up for them when they hit those first important milestones?
To me, being part of a customer’s journey – early and often – is essential. We should be celebrating those initial wins, not just the headline successes. Even something as small as using a product for the first time or completing a new training course deserves acknowledgment.
And when customers know they can reach out and feel supported along the way, they’re more likely to stay engaged and become advocates naturally.
That’s where digital tools come in. They give us the ability to be present and responsive at scale. Whether it's a welcome message, a resource hub, or a community forum, these touchpoints help us build strong, lasting relationships. It's a two-way street – and digital connection is what makes that possible, especially early in the journey.
The future is unified, human-centered, and connected
As we look to the future of customer marketing, I believe the next big shift is going to be around creating unified, consistent experiences across the customer lifecycle. It’s not just about creating individual touchpoints – it’s about connecting those touchpoints into something that feels seamless and intentional.
That means building systems that help customers feel known, supported, and celebrated at every stage of their journey. Whether they’re onboarding, learning, contributing to a community, or becoming a public advocate, they should feel like they’re part of one continuous, supportive experience, not a fragmented series of interactions.
We’ll still use a variety of tools – LMS platforms, community portals, advocacy hubs – but we’ll get better at hiding the seams. We’ll focus more on consistency and personalization, making sure customers feel like they're on a clear path with us, rather than jumping from one disconnected system to another.
At the heart of all this is a simple idea: when customers succeed, we succeed. Our job as customer marketers is to be there, early and often, helping them build confidence, grow their voice, and tell their story – on their terms. And the digital space, when used thoughtfully, gives us everything we need to do just that.
