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Customer Engagement Marketing eBook
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.
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Customer Engagement Marketing eBook
- 1. A Customer SuccesseBook THE 9 TENETS OF SAAS CUSTOMER ENGAGEMENT MARKETING
- 2. Customer Success can directlycontrol some, but not all the levers that lead to happy customers and low churn rates.
- 3. CUSTO MER SUCC ES S INFLUENC ES Target Customer Acquisition Free Trial Pipeline Onboarding Engagement Adoption Customer Feedback Renewal Expansion C US TOMER SUCCESS DIREC TLY CONTROLS
- 4. But Customer Engagement Marketingis right in the Customer Success Wheelhouse Engagement
- 5.
- 6. IS:-New feature announcements -Producttutorials -Industry best practices -Industry thought leadership
- 7. NOT:-Detailed feature announcements -Helpdesk content -Onboarding content
- 8. The people have spoken! CustomerSuccess should drive.
- 9. In a recentdiscussion 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 CustomerSuccess, 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 CustomerSuccess, 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, KSConsulting “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.”
- 13. 6 Tips to Set yourCompany up for Customer Engagement Marketing Success
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- 15. Duplicate your company’sblog 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.
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- 17. Content is ademand 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!
- 18.
- 19. If you’re startingfrom 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
- 20.
- 21. “Customer” is nota 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.
- 22.
- 23. As your customersmove 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.
- 24.
- 25. You’re a mastercustomer 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.