Summary: For many, customer marketing represents an untapped opportunity to stabilize and drive growth. Often overshadowed by the priority of new logo acquisition, the substantial gains available from strengthening existing customer relationships — higher conversion rates, reduced churn, lower costs, and sustainable growth — often remain as unrealized potential.
As sales cycles lengthen and new purchase decisions become subject to increased scrutiny, more revenue leaders are beginning to look towards their existing customer base for growth.
The three foundations for good customer marketing include:
- Customer data analysis. This generates insight into the end-to-end customer journey and informs cohort and account-based engagement strategies.
- Segmentation and modeling. This prioritizes accounts and cohorts, enables personalized value proposition and messaging, and allows you to design plays, content, and offers that are specific to customer types.
- Well-defined roles and responsibilities. This supports the orchestration of customer engagement plays and programs with consistent cross-functional interlocks across marketing, sales, and customer success.
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