Customer Marketing Strategy
The prompt
$18
Why this works
Separating expansion marketing (driving new product adoption within existing accounts) from advocacy marketing (generating references and reviews) reflects the different objectives, audiences, and success metrics these require. The customer community section is increasingly important for SaaS companies because peer-to-peer learning and validation within a product community drives adoption better than vendor-led content. Connecting the strategy to NRR improvement connects customer marketing to the board metric most SaaS investors focus on.
Risks & review
Customer marketing programmes require strong alignment with the customer success team to be effective — campaigns that arrive in a customer's inbox when their health score is red will generate churn risk, not expansion. Ensure your customer marketing tool has access to health score data and that campaigns are automatically suppressed for at-risk accounts. Also validate email send frequency with the CS team to prevent customers feeling over-communicated to.