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AMA: Paycor Senior Director, Customer and Product Marketing, Gina Leranth on Customer Marketing
January 31 @ 9:00AM PST
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Paycor Senior Director, Customer and Product Marketing, Gina Leranth on Customer Marketing
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Gina Leranth
Paycor Senior Director, Customer and Product Marketing • January 31
When building a customer marketing team one of the most critical characteristics I consider is that the individual is truly customer-centric and committed to improving upon and delivering a strong customer experience. Customer marketing requires many skills and talents similar to other marketing ......Read More
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Gina Leranth
Paycor Senior Director, Customer and Product Marketing • January 31
I first gained interest and experience in customer marketing through customer-focused and customer-exclusive events. Events that are designed specifically to bring customers together to form a sense of community and enable customers to become power users of your product bring you immediately clos......Read More
1031 Views
1 request
Gina Leranth
Paycor Senior Director, Customer and Product Marketing • January 31
When first establishing customer marketing at an organization it is key to prioritize the design of the role and establish expected outcomes and goals based on the needs of the business. For example, a new business with few customers and focused on net-new growth would benefit greatly from identi......Read More
1082 Views
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What metrics do customer marketing teams look at to define success?
Which do you find to be the most important?
Gina Leranth
Paycor Senior Director, Customer and Product Marketing • January 31
Customer Marketing teams should align their success metrics to the broader organizational goals and objectives. Some sample metrics of success include: * Upsell or Cross-Sell Revenue Growth * Overall organization retention * Product adoption and utilization * Customer Engagement Score modeli......Read More
1071 Views
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Gina Leranth
Paycor Senior Director, Customer and Product Marketing • January 31
One common mistake that people make when establishing a customer marketing function is failing to be driven by customer insights. Organizations investing in customer marketing for the first time likely recognize a need for the function, and each internal team has its own perspective on the value ......Read More
1032 Views
1 request
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