“Why should my Customer Success (CS) team think marketing?” is a question I often hear from CS leaders. My short answer is that CS must evolve with the customer experience, and the experience is more digital and personal than ever before. Marketing wrote the book on digital and personalized engagement, so “thinking marketing” in CS is an easy win for higher engagement. But there’s a much deeper rationale I’d like to share.
One of the classic questions I get is “how do I measure and show results from customer advocacy”?, some even add “and quick results” to the query 🚀. Although customer advocacy should be viewed as a growth strategy, it can be fine tuned to show results early on.
Customer Advocacy is a business initiative with real goals measurements and improvement paths. While each company should define specific key performance indicators (KPIs) and timeframes at get go, the focus of this article is on bottom-line measurements.
So, here’s how to show results, fast, and with $$$$ signs at the end 😊
Tags: customer marketing,, customer advocacy, referral marketing, advocacy automation, voice of the customer, references, advocate marketing, social selling, customer-based lead generation, q4 sales growth, growth hacking, customer centric, customer success
Many companies I meet share the same problem – the customer contact in the CRM doesn’t represent the actual product user(s). The account contacts are normally the primary buyers or decision-makers, but not the daily users or all the product users. These companies may have thousands of registered users in the support community or a designated social group, yet those aren’t related to a customer account. As an example - for a CRM vendor the primary contact may be an IT person, and the decision maker may be VP Sales, however, the users are sales team, sales ops, system administrators, etc.
The modern B2B marketing stack is overloaded with tools and metrics that promise to impact the funnel. However, the most impactful tactic is mostly neglected. Marketing teams many times focus on new prospects and typically neglect their own customers. As an outcome marketing activity, tools and budget are heavily focussed on bringing more leads. This race for MQLs (marketing qualified leads) ignores a huge revenue opportunity of customer generated leads, upsells, churn reduction and customer amplified branding.