Customer Marketing
Retention programs, advocacy initiatives, and expansion campaigns that grow revenue from existing customers.
21 articles
Champion Identification: Finding Power Users and Internal Advocates
Every account has potential champions. Here's how to systematically identify and activate internal advocates who drive...
Customer Milestone Campaigns: Celebrating Customer Success to Drive Retention
Customer milestones are retention opportunities. Here's how to design celebration campaigns that reinforce value and...
Customer Feedback Loops: Turning Customer Input Into Product Improvements
Collecting feedback is easy. Acting on it and closing the loop is hard. Here's how to build feedback systems that drive...
User-Generated Content Programs: Activating Customers as Content Creators
Your marketing team can't create enough content. Your customers can. Here's how to build UGC programs that scale content...
Customer Education Programs: Training That Drives Product Adoption
Customers who understand your product stay longer and spend more. Here's how to build education programs that drive...
Customer Testimonial Strategy: Collecting and Using Social Proof
Generic testimonials don't persuade. Specific, outcome-focused social proof does. Here's how to collect and use...
Customer Newsletter Programs: Keeping Customers Engaged Post-Purchase
Acquisition newsletters drive signups. Customer newsletters drive retention. Here's how to build newsletters that keep...
Executive Business Reviews: Presenting Value to Executive Buyers
EBRs done poorly waste everyone's time. Done well, they cement executive relationships and drive expansion. Here's the...
Customer Case Study Recruitment: Getting Customers to Say Yes to Case Studies
Marketing needs case studies. Customers say no. Here's how to recruit customers for case studies that actually get...
Customer Marketing Metrics: Measuring Retention, Expansion, and Advocacy
Customer marketing needs different metrics than demand gen. Here's how to measure retention, expansion, and advocacy...
Customer Success Marketing Alignment: How PMM Supports Customer Success Teams
Customer Success and Marketing often work in silos. Here's how product marketers can enable CS teams to drive retention...
Renewal Campaign Strategy: Marketing to Customers Before Contract Expiration
Renewal conversations shouldn't start 30 days before expiration. Here's how to market renewals systematically across the...
Churn Prevention Playbooks: Intervening When Customers Show Warning Signs
Health scores identify at-risk customers. But what do you actually do about it? Here are the playbooks that save...
Reference Customer Programs: Building a Roster of Customers Willing to Advocate
Sales needs references. But asking happy customers randomly doesn't scale. Here's how to build systematic reference...
Customer Community Building: Creating Communities That Drive Retention and Advocacy
Customer communities aren't just forums. When built strategically, they become retention engines that reduce churn and...
Customer Health Scoring: Identifying At-Risk Customers Early
Reactive churn prevention fails. Predictive health scoring identifies at-risk customers months early, when you can still...
Customer Retention Strategy: Preventing Churn Before It Happens
Reactive churn prevention fails. Here's how to build proactive retention strategies that catch at-risk customers early.
Expansion Campaign Framework: Marketing Upsells and Cross-Sells to Existing Customers
New customer acquisition gets all the budget. But expansion revenue from existing customers drives efficient growth....
NPS Program Design: Running Net Promoter Score Programs That Drive Action
Most NPS programs collect scores and do nothing with them. Here's how to design NPS systems that actually improve...
Customer Advocacy Programs: Turning Happy Customers Into Active Promoters
Happy customers don't automatically become advocates. Here's how to build programs that turn satisfaction into active...
Retention Marketing Strategies: How to Prevent Churn Before It Happens
Most retention programs react to churn signals too late. Here's how to build proactive engagement campaigns, usage...