State of Customer Marketing Report | 2024

The State of Customer Marketing Report is back, and better than ever! 🎉

As with previous years, this 2024 version of the report is your definitive guide to the world of customer marketing and advocacy, offering essential insights into team dynamics, budgets, responsibilities, and industry trends. 📈

Download a copy now, and enhance your understanding of customer marketing today! 👇

Including insights from:

This year, we got insights and analysis from some fantastic professionals who shared more about their own experience within customer marketing over the last year. They spoke about the data gathered and how it might influence customer marketing going forward.

Special thanks to...

Hannah McKeen Senior Customer Marketing Manager at Jellyfish
Vicky Karantonakis Senior Marketing Strategist, Customer Advocacy at BigTime Software
Crystal Anderson Director of Customer Marketing at SheerID

Vera Barile Senior Customer Marketing Manager at AppDirect
Louise Domeisen Customer Marketing Manager, Advocacy at Redgate Software
Amanda Glover Senior Customer Marketing Manager at Amplify

And some great statistics:

In this year's report, we found:

  • The average customer marketing budget for 2024 fell in the range of $100,000-$499,999. 
  • Most customer marketing budgets this year (69.2%) made up less than 10% of overall marketing budgets.
  • The average customer marketer in 2024 rated their KPI success at 7.3.
  • 2024 saw a huge increase in the percentage of those who rated their value at a 6 or above, increasing by almost 15% from 76.9% to 88.4%.
  • When asked to rate other teams and stakeholders understanding of the role, the average was 5.3. Only 47.6% rated it 6 and above.
  • Solo customer marketing teams have increased in numbers this year, jumping to 42.7% of the total—a rise of about 6%. 
  • 62.2% of participants have a customer advocacy program. Advocates however, make up only less than 5-10% of the total customer base.

Why you need this report in your life:

  • Gain insights from industry experts as they share their strategies for enhancing standard practices and optimizing daily workflows.
  • Enhance your operational efficiency by studying the diverse approaches taken by customer marketers across various organizations.
  • Leverage contributor recommendations for essential customer marketing skills to ensure your next hire is a perfect fit.
  • Stay ahead of the curve with our forecasts for the upcoming year in customer marketing.
  • Identify potential roadblocks in your current strategy and how to overcome them on your path to the next level in your career.
Download the report

What’s inside:

Here’s how the report will be broken down:

  1. Introduction
  2. Who took part
  3. Team infrastructure
  4. Customer interactions
  5. Customer marketing budgets
  6. Is the role of customer marketing valued?
  7. The best and most challenging parts of customer marketing
  8. Essential customer marketing skills
  9. The future of customer marketing
  10. Conclusion

What are you waiting for?

Get hold of your free State of Customer Marketing Report 2024 now and discover where you and your team fit within the current customer marketing landscape.

Compare with your peers and build your plans based on these results! Chat with other customer marketing professionals in our Slack community! 💬

Get insights now