Which metrics are Customer Marketing Leaders looking at regularly & why?

Depends on how you’ve defined the scope and priorities of the customer marketing organization but some to consider are: Monthly active users or utilization rate Engagement in onboarding/education programs Percentage of customers that use “sticky features” Number of customer advocates referrals Net Promoter Score Retention rate Avg. Customer Contract size Account spend Growth in customer communities Influenced new deal/upsell/renewal Pipeline & Revenue from customer references, case studies, ...Read More

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

You should be looking at leading and lagging indicators to determine future success. Net-Retention Rate (NRR): the best metric to determine if you're growing your existing customers Net-Promoter Score (NPS): if done right, a great way to get a pulse on the satisfaction of your customers Health Score: this can be unique for each organization, but is generally an algorithm that looks at NPS, utilization, complaints, bugs, growth, etc. If setup correctly, it's a great way you can color code the hea ...Read More

Some of the specific metrics you'll want to track should be tailored to your go-to-market motion and how you execute customer marketing. Here are a few general metrics that you should consider as they are success indicators: Customer retention rate Customer loyalty or advocacy rate Customer lifetime value Net Promoter Score (NPS) and/or Customer Satisfaction (CSAT) (However, there has been negative buzz around NPS lately) Upsell and cross-sell revenue Churn rate Personally, I recommend focusing ...Read More