B2B organizations face the challenge of systematically supporting existing customers to drive retention, loyalty, advocacy, growth, and community participation. This article delves into the crucial components of building an effective B2B customer marketing function and outlines the contributions each facet makes to overall sales and marketing effectiveness.
The Need for Cohesion
Many B2B companies struggle with disjointed customer marketing activities, from costly events to haphazard reference collection. A well-defined customer marketing function brings cohesion to these efforts, focusing on high-value customer interactions, community participation, advocacy, and growth. Acting as a shared service, it aligns with broader organizational goals, supporting customer objectives efficiently.
Components of a Robust Customer Marketing Function:
- Voice of the Customer:
- Leverages customer surveys, including satisfaction and Net Promoter Score surveys.
- Acts as a service bureau for other functions, collecting insights and coordinating customer research.
- Provides a closed-loop process, communicating changes based on customer feedback.
- Customer Interactions:
- Utilizes digital communities, events, executive briefings, and awards to maintain positive customer orientation.
- Nurtures loyal and engaged customers through a tailored mix of programs.
- References and Customer Advocacy:
- Manages a central repository of customer references, streamlining outreach and maintenance.
- Identifies and develops strategic customer stories that align with key initiatives.
- Evolves reference programs into sustained customer advocacy.
Measuring Success:
The customer marketing function tracks goals that showcase success, emphasizing the number of customers turned advocates across different categories. Metrics align with marketing reporting, demonstrating the positive impact on the customer lifecycle, financial outcomes, and overall organizational health and growth.
In conclusion, effective customer marketing is integral to the broader ecosystem of B2B organizations. Collaboration and coordination are essential for maximum efficiency and impact, ensuring that customer marketing becomes a strategic driver of customer satisfaction, engagement, and business success.
Success Story
Rebranding WebCanada
As Marketing Director at WebCanada, I played a pivotal role in elevating the company’s brand visibility, enhancing market positioning, and driving significant growth in sales and customer engagement.
Read success story now.
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