# Acoustic CMO Alexi Hatch on rebuilding your customer relationship strategy

Page: https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310/acoustic-cmo-alexi-hatch-on-rebuilding-your-customer-relationship-strategy
Text version: https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310/acoustic-cmo-alexi-hatch-on-rebuilding-your-customer-relationship-strategy.md
Podcast: [The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX](https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310)
Published: 2026-07-17T04:00:00+00:00
Episode link: https://aglbrnd.co/r/c1e487ec0517584f
Audio file: https://prefix.up.audio/s/sphinx.acast.com/p/open/s/6a0c9379b23d275dcea75cd0/e/6a51221ee31e37bb566760b0/media.mp3
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Duration seconds: 1539

## Resource

What if the marketing playbook you've relied on for the past decade is quickly failing to get results?  When customers rapidly shift their behaviors, agility requires being willing to rethink how you build and earn customer relationships from the ground up. Today, we're going to talk about the shift away from rented audiences and unreliable signals toward building durable, first-party data assets. Specifically, we’ll cover: - Why the classic B2B and B2C buyer intent signals are becoming less reliable and what to look for instead. - How to navigate a new era of marketing measurement when privacy regulations and platform changes obscure the full picture. - The practical steps required to build a first-party data strategy that creates durable customer relationships, not just a larger database. To help me discuss this, I'd like to welcome, Alexi Hatch, CMO at Acoustic. About Alexi Hatch Alexi Hatch is Chief Marketing Officer at Acoustic, where she leads global marketing, brand, communications, product marketing, demand generation, and go-to-market strategy. Over the past decade, Alexi has helped enterprise SaaS companies grow by building brands people remember, modernizing marketing organizations, and turning customer insight into business impact. Her work sits at the intersection of AI, customer engagement, and modern marketing leadership. She believes the next competitive advantage in marketing won't come from knowing more about customers but from responding to them better. Alexi Hatch on LinkedIn: https://www.linkedin.com/in/alexihatch/ ---------- Resources ---------- : acoustic.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how A…

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