Sharebird is where the fastest-growing teams share knowle...

How do I get started with customer segmentation?

We currently send the same messaging to all of our customer base and I want to move to more of a personalized approach.

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

I love this question! Think about your customers in the same way you are hopefully thinking about your prospects. Understanding their needs, pain points, growth opportuni...

979 Views

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

Kexin Chen

Harvey Vice President Marketing • 1y

For customer marketing metrics, it generally encompassed: Retention & RenewalsACV Lift within featured customer accountsNPS/CSATProduct usage; beta customers and pilo...

656 Views

My org has a challenge with capturing and cataloging customer challenges/complaints/kudos. The sales/dev teams don’t have access to our notes, what is the best way to share this info in a meaningful way across departments?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

I'd recommend two things - 1) set up a dedicated slack channel that captures these notes. Whether it's a product enhancement request, a complaint, or a kudos - make this ...

914 Views

Can I use an ABM approach with customer marketing? Why or why not?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

100%. Customers are 100% your most important market. So why wouldn't you leverage an effective approach such as ABM. Just because someone is already a customer doesn't me...

975 Views

Customer Marketing often requires marketing budget. What do you find is a typical percentage of the total marketing budget that should be allocated to Customer Marketing?

Erika Barbosa

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

The budget for customer marketing should align with your business goals and objectives, taking into account your industry and go-to-market strategy. As a general guidelin...

769 Views

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

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, an...

838 Views

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

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 dri...

995 Views

Customer Marketing often requires marketing budget. What do you find in a typical percentage of the total marketing budget that should be allocated to Customer Marketing?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

This is a tough question, as it depends. For example, what is your growth strategy for the year? What percentage of your revenue are you expecting from existing customers...

1,015 Views

What are the top 3-5 technologies that empower the Customer Marketing Organization?

Erika Barbosa

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

Technology is only as good as the customer data you collect. I wouldn't be concerned about tooling until your data is structured in a reliable and useful way. Assuming th...

194 Views

How can I pivot from our current sales approach to product led?

We really want to focus on a product led approach even with existing customers for upsells add-ons etc…

Erika Barbosa

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

Can you pivot? Yes. Is there potential for it to be difficult? Absolutely. You have to focus on alignment between sales teams and growth teams. Even in PLG companies, th...

858 Views

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

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...

266 Views

How can I build a case to try new tactics?

90% of our customer marketing tactics focus on email communication.

Erika Barbosa

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

While email marketing is a solid tactic, my response to this question is “don't put all your eggs in one basket.” Similar to investing, you want to diversify your investm...

862 Views

Demand Generation Strategy · Customer Marketing Strategy