The document discusses customer engagement marketing strategies for software companies. It defines customer engagement marketing as content like new feature announcements, product tutorials, and industry best practices, but not detailed feature or help desk content. The document recommends that customer success drive the customer engagement strategy while marketing owns execution. It provides tips for companies to set up successful customer engagement marketing, such as launching a customer blog, sending monthly emails tailored to lifecycle stages, encouraging product usage, and more.
3. CUSTO MER S UCC ES S
INFLUENC ES
Target Customer
Acquisition
Free Trial Pipeline
Onboarding
Engagement
Adoption
Customer Feedback
Renewal
Expansion
C US TOMER SUCCESS
DIREC TLY CONTROLS
9. In a recent discussion on the LinkedIn
Customer Success Forum group, virtually
every respondent stated that Customer
Success should drive the customer
engagement strategy, while marketing
should “own” the execution.
10. Pat Kelly
VP Customer Success, Brainshark
“We have established a Customer
Communication team…It is a partnership
between Customer Success and Customer
Marketing …The marketing part of the
group executes on the email
communications that often are "from"
the CSM assigned to the customer.”
11. Todd Oaks
VP Customer Success, SceneDoc
“Customer Success owns the customer
relationship strategy and is a direct report
to the CEO. Marketing provides input into
the strategy and is responsible for the
execution based upon agreed upon
initiatives and tactics.”
12. Karen Sun
Principal, KS Consulting
“It's important to have one single control
point for the execution of all customer
communications to avoid spamming
customers and to have consistent
messaging. This usually resides in
Marketing.”
15. Duplicate your company’s blog and give it a
light rebrand as a customer blog. Start publishing
posts at a steady cadence – perhaps 2-4 per month.
Encourage customers to subscribe during the
onboarding process.
17. Content is a demand generation marketer’s most
effective instrument for building trust with
prospects. They create eBooks, Infographics and
Presentations that have a light, aspirational tone
and are highly visual.
Customer marketers sometimes fail to engage
their audience because they focus on detailed
feature news and screenshots. Steal a page from
demand generation marketing to keep your
customer content interesting!
19. If you’re starting from scratch, pull together a
monthly email that contains 3 things:
1. Highlight your top product feature releases
2. A customer story discussing how they
effectively use your product
3. Reuse the best performing content piece your
demand generation team
21. “Customer” is not a segment. “Executive in
North America, Pro subscriber for over 90 days,
11-50 employees, actively engages with our
content”. Now that’s a segment!
True, more segments mean more content and
effort – start small and grow your segmentation
strategy as your resources (and customer base)
expand.
23. As your customers move from Trial, to
Onboarding, to their first 90 days of usage and
beyond they should receive content tailored to
their lifecycle stage as they climb the learning
curve. Keep these stages in mind as you grow
your content library.
When you’re ready, deploy the content using a
marketing automation platform like Hubspot or
Marketo so the right content is served to
customers when it is most relevant to them.
25. You’re a master customer marketer! Time to coax
users down the path to success. Monitor how your
customers use of your product. Serve content that
matches new (or existing) features they have not
yet explored in depth. Bonus points if you can
automate this process.