Customer Marketing

Does it make sense for customer marketing to live inside of the product marketing team? If so or not, why?

1 Answer

Julie Brown

Project Product Fractional Product Marketer & Event Strategist • February 1

Great question! I have seen customer marketing both within PMM and outside of it. Depending on the organization, it could work either way as long as product and customer marketing work very closely together. To ensure success, I would suggest that customer marketing be part of product marketi......Read More

571 Views

Who is better suited for a customer marketing role compared to a traditional product marketing role?

1 Answer

Juliana Chyzhova

Skylum CMO • January 31

The best candidate for a customer marketing role is someone who has a strong understanding of the customer and is able to create campaigns and programs that meet their needs and drive engagement and loyalty. Customer marketing focuses on developing and executing programs that enhance the customer......Read More

487 Views

What are common mistakes people make when establishing customer marketing inside of a company?

1 Answer

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

661 Views

What metrics do customer marketing teams look at to define success?

Which do you find to be the most important?

1 Answer

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

676 Views

What's your framework to prioritizing needs/deliverables when you're the first customer marketer at a company establishing the function?

1 Answer

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

665 Views

How did you start your break into customer marketing?

1 Answer

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

657 Views

What are the key traits you look for in hiring customer marketing team members?

1 Answer

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

677 Views