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Account Based Marketing Strategy
Customer Marketing Strategy
Demand Generation Strategy
Digital Marketing Strategy
Event Marketing Strategy
Growth Marketing Strategy
Customer Marketing Strategy
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 19
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 metr......Read More
429 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • May 18
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 guideline, I recommend allocating around 10% to 20% of the total marketing budget. Adjustments can be made based on the specific needs ......Read More
274 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
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......Read More
594 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
There’s plenty of tech out there to enable any number of strategies and subsequent tactics but the place I’d start is with customer data. Do you have the data you need to inform your customer marketing strategy? This can be as simple as the CRM & Marketing automation data or as advanced as a cust......Read More
663 Views
3 Answers
Laura Hart
Figma Senior Director, Growth Marketing • July 26
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 a......Read More
6585 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • March 30
Account-based marketing, or ABM, can be used in conjunction with customer marketing, as both strategies are focused on targeting specific accounts or customers. By pairing the two approaches, you can deepen your relationship with your customers. Additionally, you can identify customers who are re......Read More
312 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…
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 24
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, there is often confusion about what growth means and looks like. If you introduce this to a sales org, there is going to be a l......Read More
373 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 22
I recommend reframing this question to, how much do you need to allocate based on your goals? What is the priority for customer marketing compared to your other marketing activities? This is going to vary based on the business, industry, go-to-market motion and goals. Said differently, of the tot......Read More
358 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
Most answers to this question focus on the buying journey and tend to sum up the post-sale experience in one bullet point but there's definitely more to it than that. Indeed the customer experience starts with the buying experience where you come to understand the problems your potential client i......Read More
619 Views
How can I build a case to try new tactics?
90% of our customer marketing tactics focus on email communication.
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 20
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 investments or tactics in this case. Experimentation is key for better understanding what’s working and what’s not working. This also ......Read More
377 Views