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As I build out the customer marketing function at my company, I am having trouble identifying quick wins that I can leverage (while also building out long term plans). I'd love to know what type of quick "wins" you've employed that have secured trust/confidence from leadership. I think the biggest issue I am having is that I'm in B2B professional services - our company builds bespoke digital products based on company needs. So we aren't quite staff aug but we aren't consultancy - a bit of both.
That’s a good question. I think the most important factor for quick wins comes from what your leadership considers a win. Have they indicated what matters most to them?
+1 to what Mary has said above - there's no one size fits all!
Some examples of "quick" wins I've used in the past:
• Name drop/logo use list (and logo slide)
• Quote deck - taking quotes from reviews, existing assets, etc.
• Content matrix - quick and dirty, searchable collection of all customer content (allows you to visualize gaps and plan for future campaigns as well)
• Win slides (internal only) - summarizing wins into a deck for Sales to review and reference when working on upcoming deals
@Heather Elliott If it’s helpful to chat through this and get an outside perspective, happy to be a sounding board!
@Mary Green (Owner CMAweekly) revenue. that's the win - ha. @Alexie Glover this is a really great list... when you say name drop/logo use - is that putting together a database of logos we can use?
@Shannon Howard that would be awesome!
@Heather Elliott yes! If you don't yet have an advocacy tool, it'll likely be a spreadsheet with all of your customers and whether or not you have permission to use their name and/or logo. I recommend making it searchable by Industry, Region, and whatever other factors may be important to your company (Product, for example). From this, you can make an "executive logo slide" to share in presentations, a selection of top logos for feature on your website, industry/region relevant logos for sales to add into pitch decks. It's also a great way to kick off a campaign with your AEs and CSMs to get top tier names and logos introduced into your program! Happy to chat further about anything!
My immediate reaction in addition to what @Mary Green (Owner CMAweekly) said around having a shared, single definition of a win is better understanding what would leadership like to see customer marketing impact for the business?
New business, expansion opportunities, advocacy, etc.
I think of TechValidate and User Evidence as the ultimate "quick win" tools. I suggest checking them out.
I started around this time last year at my current company and my first quick win was actually celebrating our female customers on IWD -- this was actually hugely successful because my first interaction with customers was celebrating them and then for sales/marketing they were happy because we got to showcase happy customers without going through a ton of paperwork/approvals since we were just celebrating Jane from Apple who happened to be a customer not Apple who saved X amount of $$ because of us .. if that makes sense?
That’s awesome @Amanda Peacock I love that idea.
@Amanda Peacock that is an amazing idea!!
anything you can do to tie back to 1. revenue impact 2. cross-functional team efficiency/savings that impact the customer is what leadership generally cares about