Customer Marketing Strategy

3 Answers
Nicolette Konkol
Nicolette Konkol
Morningstar Global Head of Demand GenerationJanuary 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
1163 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 19
There are several ways I could recommend going about this, but I’m going to start with the fastest ways you can approach this situation and make an immediate impact. Even if you only put the notes in a Google or Word doc that was shared, this would start the process. Can you share customer hig...Read More
451 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 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
416 Views
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.
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 18
Great question! Customer segmentation is incredibly valuable. To meet customers where they are, you’ll need to have a deep understanding of the problems they are trying to solve. However, everyone doesn’t have the same problems. This is where customer segmentation comes in. * Goals. Document yo...Read More
466 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 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
449 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 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
607 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 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
510 Views
2 Answers
Nicolette Konkol
Nicolette Konkol
Morningstar Global Head of Demand GenerationJanuary 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
928 Views
3 Answers
Laura Hart
Laura Hart
Figma Senior Director, Growth MarketingJuly 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
9956 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
Erika Barbosa
Counterpart Marketing LeadFebruary 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
607 Views