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What do best-in-class customer Marketing teams look like in terms of roles and responsibilities?

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4 Answers
Customer Marketing Strategy Demand Generation Strategy
  1. Laura Hart
    Laura Hart

    Figma Senior Director, Growth Marketing • 3y

    The way that Customer Marketing teams and functions should be staffed and organized will vary greatly from company to company, especially when looking at more traditional B2B or sales-led organizations vs Product-led organizations. In my experience, though, the best way to orient the team is around three core responsibilities: Activation & Engagement: Measurement of activation metrics and time to activation, often in the form of lifecycle marketing. Driving customer education and programmati ...Read More

    18,531 Views
  2. Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    I find the definition and scope of customer marketing vary widely from company to company. Still, the main work areas can be described as Onboarding/Adoption, Renewal & Expansion, and Customer Advocacy. Responsibilities can be boiled down to answering: how quickly can you validate that the customer’s decision to purchase was the right one? And then continue building on that foundation to create a raving fan base of customer advocates.

    1,200 Views
  3. Katie Jane Parkes
    Katie Jane Parkes

    Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y

    Best-in-class Customer Marketing teams are deeply integrated across all of marketing. They build tight knit relationships with Customer Success, Sales, Product, Brand, and Demand Gen so they can support all of these teams in driving retention, expansion, and advocacy. Ultimately, the best Customer Marketing teams don't just support customers and give them a community to be part of, they treat their role like a real marketing discipline and activate their best customers to create a growth engine. ...Read More

    834 Views
  4. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    Approaching this from a general perspective, without factoring in your go-to-market motion or your goals, the best-in-class customer marketing teams typically address these areas:

    1. How can you help the customer realize value as quickly as possible?
    2. What opportunities for expansion can you identify and grow?
    3. How can you best reflect the voice of the customer?

    Ultimately, it's about meeting the customer where they are and helping them fall in love with your brand.

    267 Views

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