Customer Marketing: The Backbone of a Multi-Million Dollar Growth Strategy

In a recent episode of The CMO Circle, marketing leader Christine Dart shared her insights into the pivotal role of customer marketing in driving business growth. Dart emphasized the shift from traditional new business acquisition to leveraging existing customer relationships through strategic advocacy programs and targeted micro-events. This approach, she explained, has become a cornerstone of modern marketing strategies, transforming customer success into tangible marketing wins.

The Evolution of Customer Marketing

Dart, who describes herself as a marketing leader rather than a customer marketing expert, recognized the critical importance of this discipline early on. She noted that while case studies were previously handled by the customer success team, there was no formal customer marketing plan in place. To address this gap, she initiated a structured approach to customer marketing, aiming to create value for customers while deepening relationships and encouraging them to share their success stories.

"It was about making it a win for the customers," Dart said. "We wanted them to feel excited about sharing their experiences and to see how it could benefit their careers." By focusing on mutual growth and relationship-building, Dart's strategy aimed to create a sustainable model for customer advocacy.

Building Stakeholder Buy-In

One of the key challenges in implementing a customer marketing program is gaining stakeholder support. Dart emphasized the importance of presenting an organized plan to other departments, highlighting how marketing can support or lead initiatives to deepen customer relationships. She noted that while customer marketing has gained popularity, many leaders may not fully understand its potential to contribute to the bottom line.

"It's about showing how customer marketing supports the overall business goals," Dart explained. "When stakeholders see the tangible benefits, it becomes easier to get their buy-in." She also stressed the need for clear communication and collaboration across departments to ensure everyone is aligned and comfortable with the customer marketing plan.

Developing a Customer Marketing Plan

According to Dart, the first step in creating a customer marketing plan is to clearly define the objectives. With a broad scope, it's easy to get sidetracked by various opportunities. She advised focusing on a few priority accounts or targeting specific growth areas, such as product-led growth (PLG) accounts or potential enterprise customers.

"You need to know why you're doing it and where to start," Dart said. "Whether it's building a video library, offering educational resources, or organizing user groups, having a clear plan is essential." This targeted approach ensures that efforts are focused and measurable, maximizing the impact of customer marketing initiatives.

Leveraging Micro-Events for Customer Engagement

Micro-events are a powerful tool in customer marketing, offering targeted engagement opportunities tailored to specific audiences. Dart explained that these events can range from executive dinners to niche educational sessions, depending on the goal. For example, her team organized an event for customer service leaders, providing them with opportunities to develop public speaking skills, participate in panel discussions, and contribute to the program structure.

"Micro-events are about creating value for the attendees," Dart said. "Whether it's helping them develop professionally or giving them a platform to share their insights, these events strengthen the relationship between the company and its customers."

Deepening Relationships Through In-Person Interactions

In-person events play a crucial role in building stronger customer relationships. Dart emphasized the importance of collaborating with sales and customer success teams to identify the right customers to invite and engage as speakers. Face-to-face interactions, she noted, are far more effective than digital communication in fostering trust and loyalty.

"These events provide an opportunity for our teams to spend quality time with customers," Dart said. "It's about more than just the event itself—it's about building a lasting connection."

Ensuring Customer Comfort and Motivation

A successful customer marketing event depends on ensuring that customers feel comfortable and motivated to participate. Dart stressed the importance of understanding each customer's needs and providing support, such as preparing talking points or creating slides. The goal, she explained, is to make the process as easy and beneficial as possible for the customers.

"It's about working with the customers, not just for them," Dart said. "We need to ensure they feel supported and that the event aligns with their goals."

Measuring the Success of Customer Marketing

To evaluate the impact of customer marketing efforts, Dart recommended tracking key metrics such as account participation, pipeline generation, and new leads. By attributing deals in the pipeline to specific customer marketing touchpoints, it becomes possible to demonstrate the program's contribution to overall business success.

"Pipeline is what we're measuring," Dart said. "By tracking these metrics, we can show how customer marketing supports the sales process and drives growth."

Key Factors for a Successful Program

According to Dart, synchronization between sales, marketing, and customer success teams is essential for a successful customer marketing program. She also highlighted the importance of listening to customer feedback and using it to refine the strategy. Additionally, she cautioned against overworking customers or overtapping accounts, emphasizing the need for a balanced approach.

"It's about working together and being mindful of the customer's experience," Dart said. "By staying in sync and listening to feedback, we can create a program that benefits everyone involved."

Lessons in Cross-Departmental Communication

Dart stressed the importance of transparency and visibility in a customer marketing program. She noted that when responsibilities are spread across departments, it's easy for details to be overlooked, leading to friction. To avoid this, she recommended maintaining open lines of communication and ensuring that all stakeholders are informed and comfortable with the plan.

"Customer marketing is about more than just the marketing team," Dart said. "It's about working together to create a seamless experience for the customer."

Christine Dart's insights into customer marketing provide a roadmap for businesses looking to leverage existing relationships to drive growth. By focusing on customer advocacy, building trust, and measuring success, companies can transform customer success into meaningful marketing wins.