Irwin Hipsman's Profile
Irwin Hipsman
Recent Messages
#general - April 01, 2025 at 09:21 PM
@Amanda Peacock I was on the group that brought pendo in and the governance council that managed it, plus used it extensively to communicate with customer. Happy to chat 1-1.
#general - March 27, 2025 at 12:05 AM
<@U07V02XU2CB> That makes alot of sense to put the context at the bottom. My discomfort was around leading with it. If there are reminders would you take out the P.S.?
#general - March 26, 2025 at 07:45 PM
I just had a conversation with someone about this.
If your customers were well segmented in order to send more relevant and personalized non-transactional communications, in general, would you suggest the tone be:
1-Directly acknowledge the segmentation as the reason why they are receiving the comm. For example- over the past few months you have done xyz with the software and other VP’s like you…
2- Subtly acknowledge it. For example-You may have noticed the improvement in your productivity from using our software….
3- Not mention their segment and just get right to the message.
I am thinking about the balance of TMI, length, relevance, confidence in the database…
#general - March 17, 2025 at 02:57 PM
Another update from last week's Customer Marketing Alliance conference in NYC! I shared initial findings on the first of its kind research into the "State of B2B Customer Contact Databases". AVERAGE SCORE WAS 47%. More to come on this failing grade and its implications for customer marketing when the report is published next month.
March 21 is the last day to participate in the 5-minute anonymous survey.
Go to: .
#general - March 13, 2025 at 02:43 PM
Just back from CMA in NYC. Lots of takeaways. About 120 people with a nice mix of B2B advocacy and some B2C brands. Nice to learn from each other.
1- Workiva hit a grand slam with their presentation. They are pioneering group reference calls. Get 1-2 great customers to present to their prospects with an open opportunity. Does not completely replace reference calls but helps scale them and reduce advocate burnout.
2- the workiva team of 3 have a mission statement, have done some great defining of who they are, their values and internal branding.
3- I presented for the first time publicly the preliminary results from the state of B2B Customer contact database research I’ve been working on. Not a pretty picture with an overall score of 47%. Report coming in April. Talked about ways to improve that customer marketers can do in their own.
4-Not a lot of lifecycle marketers came, but lots of talk about what people are doing via a vis lifecycle. @Alyse Chiariello from Varicent is doing great work in this area.
#9-lifecycle-expansion - March 04, 2025 at 02:00 PM
Just came across this free online conference by Martech. Lots of great sessions and a few on lifecycle marketing. Just the agenda is worth looking at.
#announcements - February 25, 2025 at 09:31 PM
I can help with lifecycle/expansion
#open-share - February 21, 2025 at 07:42 PM
Just wrote a 2-page take on the 2025 State of RevOps Survey written by RevOps Coop and published by OpenPrise. Lots of food for thought for customer marketers about the way RevOps think, challenges and where they are headed. The full report is available thru the 2-pager.
#general - February 18, 2025 at 04:35 PM
@Kendra Walsh I spent 2 years deep in this world and am am available to talk 1-1 about ideas and challenges. LMK. If you are interested
#open-share - February 15, 2025 at 03:35 PM
@Andrew Sevillia I was a big fan of a report they issued last year and just got off a webinar taking about this very question. Would appreciate an intro.
#welcome - February 12, 2025 at 04:03 PM
Hi April- Boston here and a friend of Kelly's
Will also connect on LI. I just launched a research project into the health of B2B customer contact databases which you may find to be of value as you learn more about the customer marketing community.
It’s not lead gen and you can be anonymous. Takes 6 min to answer 20 questions and you will receive a benchmark score when done. Results to be published in March. I am more than half way to the goal an would appreciate your help. Here you go.
#discussions - February 06, 2025 at 02:01 PM
@Natalie Gullatt Do you k ow what tool they used to update??
#open-share - February 04, 2025 at 09:24 PM
Customer marketing is evolving beyond engagement and pivoting to a driver of pipeline and revenue growth. Check out this webinar on Feb 13, where we will take a deep dive into leveraging data to boost sales.
#open-share - January 29, 2025 at 05:03 PM
CMA Community: I need your help! I am launching the first of its kind research into the health of customer contact databases. Everybody I talk to says it's bad, but how bad is it? It takes 5 minutes to answer 20 questions, and the report is coming in March.
You may not be able to answer all of the questions and that's OK. Plus, you can aggregate your experience at multiple companies and be anonymous. The first 20 who do the survey and reach out to me will receive a free live workshop on "Transforming your customer contact database into an advantage."
#general - January 22, 2025 at 06:40 PM
Yesterday, Captivate Collective had me on their first Talk Advocacy To Me of 2025. We had a great conversation about . The focus was on your advocates and it was full of actionable next steps.
It's also on if you prefer consuming podcasts audio only.
Shout out to @Deena Zenyk and @Liz Richardson for their thoughtful questions.
#general - January 15, 2025 at 03:11 PM
Predictions is a sport. I just posted an n that looks at Forrester, Gartner and Litmus 2025 predictions from the lens of customer marketing. Some great takeaways.
#general - December 13, 2024 at 11:11 PM
@Tim Jahn sorry for being a contrarian. My take is that helping save about to be churned accounts is not something I would use an advocate for. There job is not to sell for the vendor. If a company is not comfortable putting that in the list of what they are asking adviocates to do , then probably best to not ask
#open-share - November 12, 2024 at 02:36 PM
Check out today's Daily Stand Up. It's a 15-minute podcast by Lifetime Value Media which highlights what post-sales professionals are thinking about. So honored to talk about B2B SaaS companies squandering a golden opportunity by having bad customer contact data. Listen and act!
#open-share - November 07, 2024 at 01:08 AM
On Nov 14, I am on a live online panel with Litmus, an email service provider. The audience is lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition.
Joining me will be
• Senior Director Lifecycle Marketing, Constant Contact
• Senior Product Marketing Manager,
• Senior Director of Communications and Brand, Insider
We will cover
• Why lifecycle marketing matters
• How to start the shift
• Frameworks, roles, and responsibilities
• Overcoming common roadblocks
This will be a great session as you are planning for 2025.
#open-share - November 07, 2024 at 01:01 AM
On Nov 14, I am on a webinar by Litmus, an email service provider. The audience are lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition. Joining me will be
#open-share - November 07, 2024 at 01:01 AM
On Nov 14, I am on a webinar by Litmus, an email service provider. The audience are lifecycle marketers and those who want to learn more about it. Topic is Transforming to a Lifecycle Mindset: Sustainable Growth Beyond Acquisition. Joining me will be
#general - November 07, 2024 at 12:57 AM
Hi @Sarah Moody I did something like this a few companies ago. We looked at some activities we paid outsiders to do. For example speak on a webinar and using those as a benchmark come to an agreement internally on what is the value of different acts of advocacy. Once you get a few, the others are easy. So a full case study might be work 10k and a quote for the web page 2k. It can get more sophisticated over time. So a case study that gets 1,000 download after 6 months is worth more than one the only get 100.
I am surprised more organizations don't use this as a way to think of the value advocacy. Companies are so focused on attribution which is really hard and advocacy usually ends up on the short end of that stick.
#general - November 05, 2024 at 01:48 PM
@Jennifer Lyons The challenge is I can’t tell who has a private or semi-private profile so can’t do a screen shot. I will probably have someone I know change their status and see what changes. LI can be opaque at times.
BTW/ How are you doing?
#general - November 04, 2024 at 09:51 PM
Hi @Jennifer Lyons I am looking up LI profile URL’s and am wondering what I see if someone is private or semi-private. Would I still see their employer, location and number of connections.
I believe in premiere I would see.
#general - November 04, 2024 at 02:43 PM
Hi. Is anybody fluent in LinkedIn. Here is my ?
There are 3 states that someone has, public/semi-private/private. If I am looking someone up, can you tell if they are semi or private and if they are what can you still see (e.g. location, current employer)
I tried to figure it out by search, but all the answers are about one’s own status.
#general - October 31, 2024 at 02:36 PM
@Melissa Pezzin Totally agree with wendy. Need to incent across the org. Sales, support, CSM’s. We gave $250 for each 4-5 star review. Hate to say it, but like any system it can be gamed. If you want to chat 1-1 lmk.
#discussions - October 16, 2024 at 08:00 PM
@Molly McCreary @Perri Chaikof
I know the owners of Harvey House and have eaten there. Highly recommend.
#discussions - October 08, 2024 at 05:36 PM
@Natalie Gullatt Next week looks good and look forward to connecting.
#discussions - September 27, 2024 at 09:53 PM
@cecilia Wainio No specifics. There is balance of trying to think about every scenario Vs. keeping it simple. I lean towards the latter, piloting it with a subset and then making the changes. But, if it is one and done, I might reconsider the strategy.
At a company I was at, I wanted to buy a 5k piece of software and the SFDC said they could build it. They did and were great about it, but it cost more than the actual software. There were some compliance issues which forced the decision.
#welcome - August 13, 2024 at 12:30 AM
@Molly McCreary @Nicole Saunders
My daughter and granddaughter live in Madison. I will be back in September. Last time I visited we had a mini meet up at Madison sourdough. We will do it again around second week of September and will let you know!
#general - August 06, 2024 at 07:24 PM
Can you send me the link. A bunch of things have changed around tech.
#open-share - July 02, 2024 at 08:15 PM
In late July, I am going to offer a free live online 2-3 hour workshop on 'Transforming Your Customer Contact Database into an Advantage" to anybody who is in job search mode. If interested please DM me for more details and potential dates.
Customer marketers are under pressure to generate and demonstrate value. By becoming fluent in the customer contact database, you can have an impact across the organization. Topics covered will provide talking points as you are interviewing.
#lifecycle - May 29, 2024 at 07:25 PM
Hi- Just had an interesting conversation with a customer marketer who cleaned up a segment of their customer contact database. What jumped out at me was the % of customers that were no longer at their company. Has anybody done the same cleanup? If so, you may have a gut sense as to what % of customers did you have inaccurate information for (e.g. title, location, no longer at their company, still at company but no longer using your product).
#lifecycle - May 28, 2024 at 02:47 PM
Hello to all- I am working on a piece about marketing abdicating cross-sell to sales and is there a role for customer marketing. Would live to get some feedback and a reality check before I hit publish. It is going to be on the bold side. Anybody interested in taking a look.
#discussions - May 27, 2024 at 11:14 PM
@Madison G Hi. Are you thinking in app messages that can be highly targeted or product notifications that all can see. In general, when someone pays for your product and logs in to get work done, it is probably not the time to market to them. It is tempting. The one group that is an exception are those that purchase on a monthly basis.
#open-share - May 13, 2024 at 04:54 PM
Crisis Communications. Having a plan is an insurance policy for your job. As a follow-up to the recent announcement, this article looks at the benefits of having a healthy customer contact database when you have a crisis and need to communicate with customers.
#lifecycle - April 24, 2024 at 07:27 PM
Planhat just released one of the better studies I have seen in a while. Beyond Advocacy: Untapped Potential of Customer Marketing. What jumped out at me was how big of a challenge having accurate customer contact data is. If this is a challenge for you, lets talk.
#general - April 23, 2024 at 04:55 PM
@Evan Jacobs in past years that’s what I would organize. Oh well. You may want to reach out to Amy bills and have her reach out to the customer marketing team or the event team to ask them to pull it together.
#general - March 26, 2024 at 09:51 PM
@Eliana Schauffer the last one was a challenge to coordinate with everybody. Let’s talk and maybe look at doing something larger.
#general - March 26, 2024 at 09:49 PM
@Eliana Schauffer Hi. We talked last week and we can connect 1-1 if that helps. Next week is better and 9-11 am most days are good. I am in Boston.
#general - March 26, 2024 at 06:56 PM
First meeting of the Madison, WI Customer Marketing Association at our favorite bakery. Joining me was Nick Venturella and @Sue Reukauf who are actually in Madison unlike me.
#general - March 01, 2024 at 09:37 PM
I agree with Joel and hope to see u there!!
#open-share - February 13, 2024 at 01:31 PM
Last Friday was my last day at Forrester. About 50 people were let go as revenues did not support the size of the organization. Customer marketing’s activities will be moved to the digital customer success team. Is that a trend others are seeing?
I was very proud of the work I did in generating revenue, starting up a customer alumni program, and being a catalyst for other projects.
Looking forward to pivoting to Act 3 and more to come soon. Feel free to reach out if you would like to brainstorm any of your customer marketing ideas.
#announcements - February 06, 2024 at 04:54 PM
@ Its in concord, ma on a pond. We have a separate entrance but no full kitchen. It’s great for a long weekend and enjoy sharing and meeting our guests. My wife manages it and she is a super host. If I managed it…..
#lifecycle - February 06, 2024 at 02:20 PM
Does anybody have experience using InMail to communicate with former customers. Would love to chat 1-1 to show you what I am doing and help in choosing from some of the options InMail offers.
#announcements - January 12, 2024 at 02:15 PM
Forrester’s take on the Influitive acquisition by Principal Analyst, Amy Bills.
"Late December’s news that Jigsaw Interactive would acquire advocate marketing platform Influitive came as a shock, but not a surprise. Even Influitive’s most loyal supporters recognized its weak spots , but public communication from either company since the announcement has been lacking. Jigsaw owner ESW Capital must invest in the offering after the planned initial cost-cutting. Otherwise, competitors — which have already begun capitalizing on the disruption — will seize the moment. This increased focus will drive development across the market, but we don’t recommend changing solutions until the disruption subsides".
#lifecycle - January 02, 2024 at 02:34 PM
This the the year customer marketers may want to consider going for some big wins at your organization. I just received this report from the Boston Globe newspaper regarding my engagement with their product. For B2C an annual report makes sense. For B2B perhaps quarterly. This is an example of a cross organizational, high profile initiative to start working on. It may take a while to pull off and the naysayers will say we do not want customers know they are low utilizers. Then, either filter them out of the report or use it activate customers.
#announcements - January 01, 2024 at 09:42 PM
@Joel Primack what is your email address. I will send it along.
#announcements - December 28, 2023 at 02:32 PM
.
If your company is a Forrester client, the seat holder can share it with you. Here are the highlights.
Forrester’s Marketing Survey, 2023, 21% of B2B marketing decision-makers indicated that their organization’s CMO dashboard includes metrics for community involvement — up from 13% in . With greater attention comes greater opportunity and responsibility. Too often, community teams rely on measurements such as volume of members to prove how the community contributes to their business. But online community platforms have evolved substantially from siloed discussions and self-serve support resources to hubs for digital interaction, heightening the potential to show community impact in areas such retention, growth, and reputation. Advanced community managers point to the impact of their communities on:
• Account engagement
• Expansion opportunities. of surveyed demand and ABM decision-makers indicated that they use community access as a demand marketing tactic, placing the lure of community engagement above static assets such as white papers and price quotes.
• Loyalty that correlates with renewals
• Efficiency through scale
#random - November 07, 2023 at 11:59 AM
@Shannon Howard Hi. I am curious about your question and always have my ears tuned to Forrester stuff. Is there something you do not like about our TEI’s or TEI’s in general.