Customer marketing budgets are getting cut. Roles are disappearing. And most customer marketers are still walking into exec meetings without a decoder ring.
I worked under the environment, where not a lot of people understood what customer marketing was. They thought the role was to simply communicate with customers when there was a new product/feature release or any updates in terms and conditions. Customer marketing is a lot more than that. It's about understanding what and why customers stick with your product and how you can engage with them so they continuously get value from the product. It should be a cross functional role because it is so influencial. Love the point you mentioned about we need to be more vocal about and clearly communicate what impact we as customer marketers make to businesses.
Clever idea Kevin! I've found that so much of corporate America is not only strong execution, but promotion - different sides of the same coin. Proving what you did AND most importantly in the language the C-Suite will understand.
100% It's an ongoing practice of building relationships with your key stakeholders and not assuming that a conversation three or four months ago is something they're going to remember. Most executives are doing so much context switching every day that they likely forgot about things that may have happened and our job is really just to help remind them.
I worked under the environment, where not a lot of people understood what customer marketing was. They thought the role was to simply communicate with customers when there was a new product/feature release or any updates in terms and conditions. Customer marketing is a lot more than that. It's about understanding what and why customers stick with your product and how you can engage with them so they continuously get value from the product. It should be a cross functional role because it is so influencial. Love the point you mentioned about we need to be more vocal about and clearly communicate what impact we as customer marketers make to businesses.
Thank you for reading and sharing your feedback!
Clever idea Kevin! I've found that so much of corporate America is not only strong execution, but promotion - different sides of the same coin. Proving what you did AND most importantly in the language the C-Suite will understand.
100% It's an ongoing practice of building relationships with your key stakeholders and not assuming that a conversation three or four months ago is something they're going to remember. Most executives are doing so much context switching every day that they likely forgot about things that may have happened and our job is really just to help remind them.