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5 Characteristics of World Class Customer Marketing Programs

World-class customer marketing programs go beyond buzzwords; they’re powerful tools for transforming your business. They influence product adoption, nurture loyalty, and create advocates. In this blog post, we’ll dive into the five traits that make these programs exceptional, revealing the methods they use to succeed in the ever-changing world of customer satisfaction and engagement.


1. Defined Methods to Influence Product Adoption and Usage
Product engagement is the cornerstone of customer retention, and world-class customer marketing teams know that successful onboarding and activation are crucial. However, the journey does not end there. These teams apply their skills of persuasion throughout the customer lifecycle to drive usage and product adoption.

They employ various tactics to influence product adoption:

  • They analyze customer engagement reports and design targeted messaging for common scenarios like low adoption after onboarding or underutilization of advanced features.
  • They utilize effective customer channels such as in-product messaging, customer newsletters, and customer communities to reach out to customers and promote product usage.
  • They collaborate with internal stakeholders to define measurement criteria and attributes in CRM, allowing them to track and optimize their messaging strategies based on product utilization metrics.


2. Sophisticated Programs for Customer Advocacy and Loyalty
In today’s B2B landscape, peer validation is crucial for influencing buying decisions. Customer marketing teams are ideally positioned to drive customer advocacy and loyalty. By incentivizing customers to provide peer reviews, testimonials, and case studies, these teams not only boost customer advocacy but also aid in the sales closing process.

Key tactics employed by influential customer marketing teams include:

  • Utilizing Net Promoter Score (NPS) as a basis for segmentation and reaching out to highly satisfied customers for peer reviews.
  • Coordinating with peer review sites to provide incentives in the form of charitable contributions, making it more aligned with ethical company cultures.
  • Collaborating with Customer Success teams to identify creative and innovative product use cases that can be transformed into compelling customer case studies.


3. Deliver Exceptional Experiences that turn Clients into Advocates
Modern B2B buyers seek self-education and peer recommendations when making purchasing decisions. World-class customer marketing programs focus on delivering exceptional customer experiences to turn clients into advocates.

They accomplish this through:

  • Building vibrant customer communities that provide shared value to members and encourage interaction and knowledge sharing.
  • Creating a feedback loop to ensure customers feel heard, using insights from the community to improve onboarding, activation, and product enhancements.


4. Be an Upsell Partner: Playbooks to Increase Propensity of Deeper Commercial Relationship
Upselling to existing customers is a valuable growth opportunity for businesses. World-class customer marketing teams identify potential upsell opportunities by analyzing customer insights and usage patterns.

Their upsell strategies involve:

  • Collaborating with Sales to create an Account Fit matrix to determine if an account is fit for upsell opportunities based on budget, timing, and relevance.
  • Partnering with the Product team to ensure product messaging aligns with customer needs and addresses pain points.
  • Continuously measuring success metrics like customer retention, revenue growth, and customer satisfaction to refine upsell strategies.


5. Develop Techniques to Listen to Voice of the Customer (VoC)
A strong focus on customer health and feedback is vital for customer marketing success. World-class programs develop a Voice of the Customer (VoC) scorecard to capture key insights and align messaging accordingly.

Their VoC techniques include:

  • Using product usage and engagement metrics, NPS insights, customer survey results, and feedback to gauge customer health.
  • Segmenting customers based on VoC scorecards and tailoring messaging to healthy and unhealthy segments.
  • Suppressing upsell messaging to unhealthy customers until their account status returns to a healthy state.


Top-notch customer marketing programs are like the secret sauce that can elevate your business. They excel at getting customers to use your product, building their loyalty, and turning them into enthusiastic advocates. We’ve delved into the five key traits that make these programs exceptional, unveiling the smart strategies they use to stay ahead in the ever-changing world of customer satisfaction. If you’re eager to boost your customer marketing game, we’re here to help. Just reach out to us, and we’ll be your partner in this exciting journey to customer marketing excellence. Click here to contact us.

Elli Plihcik

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