Customer Communications and AdoptionĬonsider what the key vision for your customer marketing plan is, and how this will inform your messaging strategies. This will help you identify any parts of the process that are currently lacking. Then look at your business' current action plan for obtaining advocates, whether you have one, and how people’s acts of advocacy are monitored and recorded. Identify who your current advocates are and then use customer segmentation to categorize them by geography, personas, location, company size, etc. It’s important to assess these pillars when establishing your strategy, and build them to fit your company’s brand and goals. These four pillars are what makes up and defines customer marketing. Stage four: Evaluate and build the four pillars of customer marketing That way, you can establish what customer marketing is, and what your challenges and priorities are. Our upcoming State of Customer Marketing Report found that only 19.7% of customer marketers felt they were well understood by other parts of the business.Ī good way to avoid this kind of misunderstanding is to meet with stakeholders as early into the development of your customer marketing plan as possible. This is a good way to start building relationships with internal stakeholders. Make sure they understand exactly what your role is within the business, and learn about their current processes too. When establishing your customer marketing department, it’s vital that you set up a regular cadence of communication between yourself and the departments you’ll work more closely with.įor customer marketing, this is more likely to be marketing, sales, customer success, and product teams. Make sure this familiarization is implemented into their initial training. This is also great practice for any customer marketers currently onboarding. Sit down and go through each platform, vision, services, procedures, and best practices. So, before you begin making any big changes, start with what you have. No work set-up is perfect, so there’ll ultimately be some best practices that fall by the wayside, or are ignored in favor of more important ones. Though you may be working with these procedures and practices day in and day out, it doesn’t hurt to sit down and analyze them in more detail. Now this may be an obvious place to start, but because it is, it often gets overlooked. Stage one: Understand your platform and processes The first 30 days will involve assessing your current processes and priorities. The aim of this will be to improve customer adoption and retention, which will be monitored through customer marketing metrics. The plan will also help practically by going through the design, launch and management stages to ensure that the program is successful. This relationship will also aim to benefit all parties involved, as it’ll support sales and customer success to achieve their revenue metrics. This will include nurturing cross-functional relationships with teams such as sales, marketing, and customer success.Ĭollaborating with these teams throughout the process can minimize siloing and conflicts before the planning stage gets too in-depth. We’ll begin by clearly defining a customer marketing onboarding strategy. The aim of this template is to give marketing leaders a framework within which they can then specialize to suit their company’s needs. Within this plan, there are several stages of development before the final plan is put into action.
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