Customer marketing

Personas are a core part of marketing strategies. This article explores the challenges that come with an overreliance on personas and introduces an alternative perspective....

Things like market research and competitive intelligence can clue you into features and capabilities that can be replicated into your own product plan - but customer relationships can't....

During a recession, it’s inevitable that budgets are cut, teams reduced, and plans scaled back. And it’s often marketing that gets the first cuts. But here, we have the tools you need to take a proactive approach to shoring up your marketing budgets, making them anti-fragile and recession-proof....

Let's be clear: Customer onboarding isn't just the responsibility of customer success. Yes, customer success teams are the main point of contact and are the ones who first and foremost guide a new customer through the process. But they're not the only team with a stake in the game....

Customer relationship marketing is a marketing strategy that companies use to center their business and product marketing efforts around customer relationships, customer needs, and customer loyalty. The approach focuses on using customer feedback and data to optimize product marketing....

Building effective collaboration between product marketing and customer marketing is essential. In this article, discover insights on these distinct yet complementary roles, the importance of cross-team collaboration, and practical advice on how both teams can align....

Customer references are a powerful tool for driving business success. In this article, Collette Johnson shares why customer references are so crucial, how to gather and use them effectively, and the strategies that will ensure your business becomes truly customer-centric....

The first 60 days are dedicated to developing your strategy for the year: Outline goals for increasing the number of valuable advocates, Utilize adoption and the customer journey, Outline your events and programs, Develop a communication plan...

Generative AI has become far more commonplace over the last year with the introduction of tools like ChatGPT, which has become accessible to the everyday layman. But how does it work for roles like customer marketing and its associated professions?...

When a company has a high customer retention rate, buyers return to purchase products or services on more than one occasion. When retention rates are high, this bodes against customer churn....

Onboarding the make-or-break moment when a prospect becomes a fully-fledged, loyal customer. Get it wrong, and you risk losing that hard-won customer before they’ve even had a chance to experience the full value of your offering....

We’re over halfway through the year, and the 2024 version of our iconic State of Customer Marketing Report is on its way. We wanted to reflect on the stats discovered last year, and how this year shapes up....

transforming your customer program through metrics is a journey. It's a journey that's going to take time, effort, consistency, deep collaboration with internal teams, and resources to help you get over the finish line....

A resilient job market means that, for the time being, talent retention will remain as one of the most pressing challenges facing companies. With this in mind, ensuring you have the best talent in place is one of the biggest marketing challenges today....

Although often represented in linear form, the reality is that there are often cycles or skipping across the journey. It’s key to mention that each consumer will approach this journey differently - this is why customer personas are at the heart of customer journey work....