Customer Marketing

Leverage your product as a channel to raise awareness about your brand.

Customer Marketing Template

Customer Marketing PX Workflow

Definition

Customer Marketing is to drive customer adoption and growth by using the product as a vehicle to deliver value. It leverages the product as a channel to raise awareness and promote high retention features, thought-leadership content/ events, such as webinars, conferences, and new content, such as blogs and white papers. This is a post-sales motion. (focus of this playbook)

There are two more branches in Marketing which are pre-sales focused:

Product Marketing: Focused on product positioning, differentiation, pricing and packaging.

Growth: Using the product as the primary driver for customer acquisition, and expansion.

Goals

Adoption - Focussing on driving feature/ new content/ event awareness and product stickiness through a combination of in-product and other channels by delivering value.

Advocacy - Using Product Usage Data + Survey responses to identify successful customers and generate customer stories, positive online reviews, and references.

Expansion/ Growth - Running cross-sell and upsell programs. Teaming up the customer usage/ needs to the relevant product offerings (hence, creating product qualified opportunities)

Goals of Growth Team: Driving awareness -> Demand Gen -> Signups (Free Trial Experience) -> Conversions -> Retention -> Growth

Goals of Product Marketing: - Go-To-Market Strategy -> Product launch planning and competitive positioning, differentiation and messaging, product roadmap input, sales enablement and public-facing product content through collaterals.

KPIs

Product Adoption - % Increase in Product usage | % adoption of a new feature or sticky features | Training content consumption

Thought-leadership content Consumption - % Increase in Content Consumption | # of event registrations / inquiries | % Increase in webinar/ events attendance | % of In-App Guides viewed/ completed

Advocacy % - % of customer advocates/ references | % of customer stories | # of online reviews | # of customer webinars

Expansion/ Growth - # of PQO generated for upsell and cross-sell (Product Qualified Opp)

Strategy

User Nurturing - Influence user behavior to drive outcomes through contextual in-product messaging. Eg: Feature activation play.

User enablement – Enable end users with the relevant content. For eg: Customer Stories, case studies, best practices, thought-leadership.

Promoting customer events - Drive event registrations through in-product messaging and reminders. For eg: Knowledge upleveling sessions, webinars, conferences, etc.

Advocacy programs – Leverage usage data and survey sentiment to identify advocates to do in-product promotion for G2C Reviews, customer stories/ webinars, etc.

Cross-sell/ upsell opportunity - Promote solutions/ offerings based on the product usage, persona, and business goals. Use Coda’s

opportunity canvas template⁠

cod.a to gather solution ideas in one place.

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