Customer Marketing

1 Answer
Julie Brown
Julie Brown
Project Product Fractional Product Marketer & Event StrategistFebruary 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
1021 Views
1 Answer
Juliana Chyzhova
Juliana Chyzhova
Skylum CMOFebruary 1
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
654 Views
1 Answer
Gina Leranth
Gina Leranth
Paycor Senior Director, Customer and Product MarketingFebruary 1
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
864 Views
1 Answer
Gina Leranth
Gina Leranth
Paycor Senior Director, Customer and Product MarketingFebruary 1
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
889 Views
1 Answer
Gina Leranth
Gina Leranth
Paycor Senior Director, Customer and Product MarketingFebruary 1
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
895 Views
1 Answer
Gina Leranth
Gina Leranth
Paycor Senior Director, Customer and Product MarketingFebruary 1
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
866 Views
1 Answer
Gina Leranth
Gina Leranth
Paycor Senior Director, Customer and Product MarketingFebruary 1
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
889 Views