Irwin Hipsman's Profile
Irwin Hipsman
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#general - June 07, 2025 at 03:54 PM
Brand new annual report on communicating with customers via email by Litmus. Lots of great takeaways for customer marketers. Check out my take and link to the report.
#general - June 05, 2025 at 06:19 PM
I was at a ZoomInfo prospect/customer event yesterday and they sent me a feedback form after the event. Nice to see one of the questions was about becoming an advocate. Here's the quid pro quo with field marketing...we get you customer speakers and you ask this question in the follow-up.
#general - May 30, 2025 at 07:08 PM
Hannah- are you looking for customer marketing influencers or ones in jellyfish’s space. I am a few months into a similar journey and happy to share what I’ve learned.
#general - May 28, 2025 at 02:21 PM
In the just released report, the two most impactful ways to improve the overall customer contact database health score are:
- Have a cross-functional group that thinks about and coordinates 1-many customer communications
- Improve your customer contact segmentation maturity beyond titles and start looking at roles vis a vis your product For more ways customer marketers can shine, download the report.
#9-lifecycle-expansion - May 28, 2025 at 01:28 PM
Last week we published the report on the State of B2B Customer Contact Databases. The audience is customer lifecycle marketers, CSOps and RevOps. Lots of ways to improve overall health scores. Download your copy
P.S. Next is the CMO version
#general - May 27, 2025 at 02:27 PM
Great infograph on Go To Market and AI from Gabe Larsen.
#general - May 21, 2025 at 11:42 PM
All of the analyst companies are pretty strict about research behind the paywall. Some of the rules are extreme but you really can’t blame them as that is what they sell.
#general - May 21, 2025 at 11:39 PM
@Jennifer Lyons Clay is the new darling of the sales intelligence world. It’s primarily for prospecting. Think of zoominfo and apolllo as 1.0 and clay is 2.0.
I overlap with them a bit on customer contact database update and enrichment. But that’s all I do.
Sales would make the purchase and it’s a big decision for a company to make.
#general - May 19, 2025 at 06:06 PM
<@U08E9JC8TB4> I used to work at FORR and would suggest being careful about distributing their reports. I don’t know how aggressively they audit as there have been lots of layoffs, but they have they can see how many views a report gets. And it could impact the license of the person who accessed it. Sorry to be a downer.
#general - May 15, 2025 at 05:36 PM
The State of B2B Customer Contact Databases Report is live and here is the Exec Summary. The health score of customer contact databases is 47%. Not a pretty pix. Where does Customer Marketing fit into the Customer Contact Database challenge? More than you might think. to see the opportunities to shine.
#general - May 14, 2025 at 06:43 PM
I saw the blog post and will try to track it down. Anybody want to co-author a review with me. Have done this on other Forrester report.
#general - May 14, 2025 at 11:48 AM
Has anybody ever tried a program to let platform users know when they hit product utilization milestones. For example, top 10% of users that log in, or 100th time using a feature. If so, did you tie the message to ROI or outcomes or notice any impact. For example upsell, becoming an advocate….
#9-lifecycle-expansion - May 13, 2025 at 08:54 PM
is pretty impressive and Naomi west is someone to follow in the space. Most of their customers are B2C and always something to learn from our friends at B2C, but there are huge differences.
#general - May 05, 2025 at 03:37 PM
Are you a Lifecyle Marketer or thinking of making the pivot?
In a few weeks the first of its kind report on the State of B2B Customer Contact Databases will be published. It's not a pretty picture! In addition to the key findings, we will look at why customer advocacy practitioners should care about the health of the customer contact database. Attend, and you will be the first one on your block to get the report.
Friday May 9 at 2PM (ET):
#general - April 24, 2025 at 11:53 PM
At Forrester we did some segmentation of the customer newsletter. The lead story was geared to the segment (we had 3 buckets) and the rest of it was the same content.
Might be worth considering to increase relevancy
#9-lifecycle-expansion - April 24, 2025 at 02:06 PM
Yes. Renewal is the perfect time to upsell. In the upcoming report on the state of B2B Customer Contact Databases report I wrote, renewals and upsell were the #2 and 3 motions most impacted by the customer contact database.
Would you like to talk 1-1 to talk about some programs we have run at prior companies.
#9-lifecycle-expansion - April 24, 2025 at 12:43 PM
<@U08Q1CSQD5E> when you talk about transforming the renewal process into selling, do you mean upsell or cross sell?
#general - April 21, 2025 at 09:27 PM
Hey @Deja Darrington. Hope you are well.
I did a deep dive into matching programs when I was at Forrester. In theory they are great. The problem is that it takes 2 to tango and there is coordination that needs to happen. I wonder if Gong is making it available to all customers or doing some segmentation.
I know the founder of Orbiit, which is a similar product and can make an intro if you want to take a deep dive into this.
#jobs - April 11, 2025 at 05:31 PM
Haha. It sounds like the job of 2 people so the salary is about right for SF.
#jobs - April 04, 2025 at 09:57 PM
Interesting to see that a top consulting firm is adding this as a practice.
#9-lifecycle-expansion - April 04, 2025 at 06:00 PM
@Jeanne Talbot As to ways to learn about lifecycle marketing, I would spend some time with the B2B marketing podcasts. Opscast, B2B marketing by Dave G, digital cx. Hear from the other side of the house. Lets talk, I have an idea.
#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.