AMA: Salesforce Vice President, C-Suite Marketing, Kexin Chen on Customer Marketing Strategy

For customer marketing metrics, it generally encompassed: Retention & Renewals ACV Lift within featured customer accounts NPS/CSAT Product usage; beta customers and pilots sourced By program, we also had leading indicators to ensure we were hitting a consistent, diversified pipeline of customer marketing activities: # of references from our customer reference program # of active members in our customer advisory boards # of customer features (IE: stories, signage, case studies, etc) % of cust ...Read More

It depends on what you're trying to achieve. I'd start with the outcome and work back to the audience segment. Sales is also an incredible partner in helping validate. Goal: cross-sell a new product line within the existing customer base: Look at recent closed won deals and chat with sales to see if there are certain themes (ie: industry, titles, etc). Understand what messaging and assets are resonating. Choose accounts with strong product usage signals, strong CSAT Enrich with firmographic, int ...Read More

Yes! ABM and customer marketing can be a powerful combination, especially in enterprise environments where you offer both self-serve and enterprise licensing. In large organizations, it’s common for different business units and executives to lack visibility into how others within the company are leveraging your platform. For this reason we strategically featured CXOs from ABM accounts in stories and events. These served not only as external brand validation but also as internal tools for expansi ...Read More

From a tech standpoint, we did this via our CRM. We created a custom object directly on the contact record and would track feedback. For us, we could set up automations to alert various groups/people on slack. If you're an SMB, Zapier can help make it easier to automate across your tech stack. Separately at the account level, it could also help to have a consistent set up for NPS. We also had a field to tag red accounts for the customers that required critical, cross functional support. For our ...Read More