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What does customer journey stages look like at an organization that is prioritizing renewals, expansion revenue & product adoption?

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3 Answers
Customer Marketing Strategy Demand Generation Strategy
  1. Jeff Jewett
    Jeff Jewett

    OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2y

    I don't think the customer journey stages change if you're prioritizing existing customer revenue, but the tactics and channels used to reach your customers would definitely focus on continuous education and solution marketing. Specifically, from a "Marketing" perspective, I would make sure that I have mix of the following to highlight use cases and the problems your organization can solve for the customer: Scaled programs (i.e. paid display, paid social) High touch ABM marketing programs (lunch ...Read More

    2,132 Views
  2. Katie Jane Parkes
    Katie Jane Parkes

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

    Because the customer journey doesn’t end at the sale, you need to focus on a process that evolves their experience with your product (and brand). You need to focus on driving continuous value so your customers will not only stay and grow, but also become advocates for your brand. In my experience, here's what those stages typically look like: Onboarding: Create a tailored onboarding journey for your ICP, including product walkthroughs and quick-win educational content that can get your customers ...Read More

    984 Views
  3. Erika Barbosa
    Erika Barbosa

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

    An organization that is prioritizing renewals, expansion revenue and product adoption, will require solid onboarding, adoption metrics, engagement metrics and data around these three priorities. Sales teams will be incentivized on expansion revenue as the priority. The reason you need the metrics I noted above is that data will need to be monitored at every stage of the customer journey. This will help you understand what is working and what isn’t working. Where are customers dropping off within ...Read More

    616 Views

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