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, etc.

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 health of your customers (red/yellow/green)

# Products: not applicable to all orgs, but if you are a multi-product company, it's important to look at the average number of products per customer (and related +/- growth metrics); it can be a great proxy to the "stickiness" of your customers

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 on engagement metrics when possible. They serve as leading indicators of your customer marketing's success and resonance.