#discussions

For those working in customer lifecycle marketing (especially onboarding & adoption)—how are you measuring NRR impact?

I’m thinking of partnering with RevOps to build reporting that shows:

Renewal/expansion rates of customers engaged in lifecycle programs vs. those who aren't.

But defining “engaged” is tricky. I don't know if there is a benchmark out there so looking to you all to see if there is some sort of standard!

Would you measure it as:
• Engaging in 1 program?
• Engaging in multiple programs?
• Engaging in certain programs?
Or is there another approach you’ve found more effective?

I want to ensure we’re tracking meaningful engagement that shows the impact of customer lifecycle marketing on revenue.

Would love to hear how you approach this or any metrics you’ve found valuable!

Hey all! Happy Thursday :) I’m building out my first customer community and I’m currently looking at Khoros, Base, and Hivebrite. Does anyone have experience with any of these, or recommend any other platforms? Happy to discuss!!

A few non-negotiables I’m looking for in the community platform:

● Advocate Management
● Communication Management
● Community Management
● Gamification
● Referral Tracking
● Reporting/Analytics
● Rewards Program
● Social Engagement

hi all -- what are you using AI for in your day to day tasks? trying to get more efficient and would love to hear what others are doing! currently i'm using chatGPT for email/messaging but know there is more I could be doing

Has anyone here ever publicly disclosed their CAB members without explicit permission?

I manage all of our customer gifting, from celebrating life events (like a new baby) to supporting customer offsites and executive meetings. I'm looking for ways to quantify the impact of gifting to present to leadership. One idea is tracking gifts against opportunities in Salesforce to measure influenced pipeline, but I’d love to hear if anyone has used other methods to showcase the impact of customer gifting!

Hi everyone. Me again.

Happy Hump 🐫 Day!

I’m doing my annual career reflection, late as I usually do this on December, I would love to hear how people moved up or change specialties in marketing.

When you decided to move from individual contributor to people, when you decided you wanted to move from demand gen marketing to customer marketing for example, when you decided you wanted to create marketing strategies and no longer do as much execution of strategies created by others or something else.

I would love to hear how you decided to move to something else, steps you took to make your move, something(s) you wished you would’ve changed or done to be more successful.

Thanks in advance.

PS If you like coffee chats and would like to talk, happy to connect via zoom most mornings from 930am ET.

That sounds amazing! 🚀 I’d love to read your content council white paper when it’s ready @Kristine Kukich

I'm a fan of shared OKRs, but many organizations that I deal with are just learning the value of keeping the communication flowing between teams as they actually build teams, so it is challenging. I'm working on a content council white paper right now that speaks to some of this. I'll let you know when it's done. And my passion project for 2025 is how does the concept of "trained user" impact retention. I see both customer education and customer marketing as "owners" of a "trained user".

Great point @Kristine Kukich! Customer education and marketing as scale engines for success make a lot of sense, and cross-functional connection is key. How do organizations make this work? Do leaders outside customer marketing have targets tied to it? Are there shared OKRs between teams to drive alignment?

Question. How do you all use personas in your customer growth marketing strategies? I haven’t ever used buyer personas in customer marketing strategies, I’ve used user and customer personas created with the CX org but I’m hearing an organization wanting to use buyer personas for customer marketing so curious if that’s a new best practice

Happy to chat!

I think that customer education and customer marketing work as scale engines to customer success and should report through the success arm of the organization, but that said, both of those teams must be able to connect throughout the organization to be successful in their own right.

That sounds interesting @Jeanne Talbot I’ll DM you to continue the conversation.

Thanks, @Kevin Lau! Appreciate the mention and your support. Looking forward to connecting and learning from everyone!

@Aadhi I just had a conversation with Amy Bills at Forrester about collaboration and the "tentacles" customer marketers have across an organization in order to successful. Happy to connect live.

A few folks I would highly recommend connecting with 1:1 @Brittnee Dawson @Colleen Gauthier @Shannon Howard @Joel Primack @Ari Hoffman @Alexie Glover @Mindy Youngs @Alison Bukowski to name a few! Aadhi is building something new in the space and it would be great to share your feedback with him

Happy Friday! I'm hunting for interesting industry awards that are opportunities to specifically nominate and recognize customers. I have had success with ISE (security) and would like to find something similar that may be known in the high tech industry. Thank you!

Thanks, everyone, for sharing your thoughts! 🙌 It’s interesting to see that the majority view Customer Marketing as a dedicated function under Marketing, while some teams take a more distributed or shared approach.

Given this structure, how do you drive collaboration with other teams in the company (think Product Marketing, Demand Gen and Customer Success) when it comes to content creation? (case studies, User Generated content, etc). Eager to hear different perspectives! 🙂

Happy Wednesday!!
Has anyone found a good way to report on customer lifecycle, similar to how you'd have a prospect funnel, but with the customer lens? Does anyone have a customer funnel, or what are you using to show movement? Thanks!!

Please do not post anymore in this channel, we can use <#C06JXSTARJR|>. You can respond to the posts already available and I'll archive later this week - it will still be searchable. 🙂

Customer award program KPIs...
Thanks to everyone who answered previous questions about customer awards. I'm being asked to add KPIs to tracking. For those of you who have run awards (I inherited this, so I don't know how we measured previously), how did you measure the program and its success? What were your overall goals?

Anyone super familiar with Gong for customer advocacy?

👋 Hi all! I'm finalizing plans to launch my company's first Customer Advisory Board. For folks that do have a CAB at their organization, do you have members sign any terms and conditions? I'm putting together a rough draft to run by our legal team, so getting a pulse check on what's standard would be really helpful. Thank you!

Looking to planning for next year, does anyone have a customer story scoring framework that they use to help with prioritization? Thinking about a classic content scoring system. Thanks!

hey squad! I'm working on a deck to present to our CSM team to get their buy-in for our new customer advocacy platform, which we are FINALLY rolling out (woo!)

What are the benefits of participating in our customer advocacy efforts for them? We want them to invite their favorite customers. Thoughts?