Ciana Abdollahian

#general - April 02, 2025 at 05:36 PM

💯 After learning the hard way, my philosophy is to "design with" Sales instead of "design for". Sellers are much more willing to use your content & programs when you build it with them.

#general - March 31, 2025 at 08:26 PM

Thanks @Mary Green (Owner CMAweekly) 🙏

#open-share - March 31, 2025 at 07:14 PM

Awesome! Hope it’s helpful 😃

#jobs - March 31, 2025 at 06:13 PM

I could be convinced to move to Puerto Rico...

#open-share - March 31, 2025 at 06:12 PM

👋 Quick share for anyone who is trying to drive better adoption of case studies & reference programs within their organizations

I just posted a breakdown on LinkedIn of a survey I ran with AEs to understand why Sales wasn’t using our case studies or reference program—despite saying they wanted them. Spoiler: it wasn’t about volume, it was about access, relevance, and friction.

The post includes:
• What I asked in the survey
• The gaps it uncovered
• What we changed in our advocacy approach
• How we’re measuring progress
• A free survey template if you want to run this internally
If that sounds useful, check it out here

#open-share - March 31, 2025 at 06:11 PM

👋 Quick share for anyone who is trying to drive better adoption of case studies & the reference program within their organizations

I just posted a breakdown on LinkedIn of a survey I ran with AEs to understand why Sales wasn’t using our case studies or reference program—despite saying they wanted them. Spoiler: it wasn’t about volume, it was about access, relevance, and friction.

The post includes:
• What I asked in the survey
• The gaps it uncovered
• What we changed in our advocacy approach
• How we’re measuring progress
• A free survey template if you want to run this internally
If that sounds useful, check it out here: [Insert LinkedIn post link]

#general - March 26, 2025 at 09:34 AM

What we’ve done in the past is offer a $100 donation to one of three charities we support. We created a quick Google form for customers to fill out after they leave the review and ask them for their name and company name. It wasn’t perfect (we didn’t ask for verification) and actually worked quite well. It did provide a nice opportunity at the end of the year to email those customers and let them know how much was donated to charity thanks to their reviews! We have since just resorted to funding GPI gift cards.

#general - March 26, 2025 at 09:09 AM

@Deja Darrington do you have an example of what you’re thinking of here? Happy to give you some thoughts.

#jobs - March 12, 2025 at 11:16 PM

FYI i know the hiring manager for this role

#general - March 07, 2025 at 04:38 PM

For those who have comms governance committees? Who sits on the committee?

#general - February 25, 2025 at 03:58 PM

I need this too. I have lots of thoughts and then my slides are too busy so any resources, templates, etc would be so helpful!

#discussions - February 24, 2025 at 08:44 PM

At this point, I wouldn’t weight the programs since it would add more complexity to the reporting process. Instead, I’d focus on setting a stricter definition of "engaged" for each lifecycle program—for example, I wouldn’t count registrations for a customer webinar as engagement.

I’m looking to understand what others consider a meaningful definition of engagement for this type of report. For instance, if customers who participated in 2 or more lifecycle programs (whether it's a webinar, email nurture, in app engagement, etc) renew at a rate 20% higher than those who didn’t, that feels like a strong indicator of impact.

#discussions - February 24, 2025 at 06:09 PM

@Shannon Howard if it's a webinar then engaged would be "attended" or "watched on demand", email would be if they clicked through, workshop would be if they "attended" etc. I know demand gen counts when contacts register for their events but that feels like a bit of a stretch to me. That to me would show they are potentially interested but not exactly engaged.

#discussions - February 24, 2025 at 05:26 PM

I would take that approach if our MOps lead would let me

#discussions - February 24, 2025 at 05:14 PM

@Katlin Hess @Kevin Lau @Rachel Ward do any of you have thoughts or ways you've built this that has worked well for you

#discussions - February 24, 2025 at 04:59 PM

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!

#general - January 14, 2025 at 12:07 AM

As the onboarding & adoption marketing at Snyk, I've realized my team plays a crucial role in setting up expansion opportunities.

For example, we're currently promoting a free feature that will become premium later this year. By building a strong user base now, we're developing a warm audience of users who understand the feature's value and are more likely to upgrade when it becomes paid.

While the distinction between adoption and expansion marketing can overlap sometimes, we're demonstrating how driving awareness and adoption directly supports expansion success. It's collaborative effort between our teams and has worked well so far!

I also think our strengths are best leveraged post-sale but can absolutely help impact NRR. We're starting to get closer to metrics/programs that show a more direct impact across onboarding & adoption marketing and hopefully community when we mature that program!

#general - November 07, 2024 at 11:13 PM

@Shannon Howard DMed you with some social tiles!

#general - November 05, 2024 at 07:28 PM

I've been working with Marnie through a coaching program that Snyk offers and she has been phenomenal.

#open-share - October 31, 2024 at 09:03 PM

#random - October 23, 2024 at 05:27 AM

Oh my goodness!!!!

#general - October 09, 2024 at 04:21 PM

We recently graduated from tummy time

#general - October 09, 2024 at 04:19 PM

😭 i'm crying over the cuteness!!!!!!!

#general - October 09, 2024 at 04:12 PM

We'll miss you @Daniel Palay!! Can't wait to catch up @Alexie Glover & @Emily Amos

#general - October 09, 2024 at 03:48 PM

Can't wait to see you!!

#general - October 09, 2024 at 03:46 PM

Anyone going to CustomerXCon? I didn't think I was going to be able to make it this year but just registered today!!

#jobs - September 29, 2024 at 10:48 PM

@Caitlin Croft the whole team is on the east coast so west coast would be tough but if anything changes i’ll keep the group posted!

#jobs - September 24, 2024 at 04:32 PM

Preference for Boston but I think we'd be open to remote (preference for East Coast) for a really strong candidate

#jobs - September 24, 2024 at 04:18 PM

Hi all!

I have a Senior Manager, Customer Lifecycle Marketing position opening up at Snyk. This role will lead a team of two, focusing on customer communications, onboarding, and adoption programs.

The ideal candidate will have experience building and scaling customer lifecycle marketing functions at companies with multiple products. They should be comfortable with ambiguity, have a strong vision, ability to execute and be a skilled collaborator. Bonus points if they have experience in a fast-paced environment and have helped establish KPIs for a new program before.

We have made a ton of progress in less than a year but looking to bring on a seasoned lifecycle marketer to help us build on the momentum and mature our customer lifecycle programs.

If this is you or someone you know, please reach out!

#general - August 16, 2024 at 04:00 PM

It looks we may need to have @Carey Jordan host a Friday call @Mary Green (Owner CMAweekly)!

#general - August 16, 2024 at 09:18 AM

@Carey Jordan My team would love to speak to you if you’re open to it! This is all the stuff we’re working through now and it’s always helpful to hear how other companies have approached similar challenges

#general - August 15, 2024 at 10:03 PM

We are just looking into how we better target our customer comms all around e.g. we are EOL a product feature but don’t have confidence in the data that shows who is using that feature.
I would love to understand how others are tackling these types of product comms where there are data, opt-out, and spamming challenges

#general - August 15, 2024 at 07:33 PM

Hi 👋 Does anyone here know or manage customer comms for a large company with a large product line (companies that come to mind Snowflake, ServiceNow, Datadog, Atlassian, etc.)? We're in the process of building out a more dynamic & proactive customer comms process and would love to see how other large organizations with big customer bases are handling this!

#general - August 13, 2024 at 06:21 PM

I can provide how I structured this as well

#general - August 01, 2024 at 08:16 PM

Thanks @Shannon Howard I'd love the recording too!

#general - July 13, 2024 at 07:35 PM

We did an in high end exec meeting in NYC and it was ~$2500 per person. One thing we did was host it in one of notable customer's spaces and they waived their fee.

#open-share - July 02, 2024 at 06:42 PM

I had to build the case to build and move the function under the CMO. I don’t think it’s the default for CMOs to have Customer Marketing to report to them. Most CMOs don’t have extensive Customer Marketing experience and therefore usually have it report to their product marketing or corp comms leaders.

#open-share - July 02, 2024 at 06:01 PM

I’ve had the most success when I’ve reported directly to the CMO. I find when you report to PMM or Corp Marketing you unintentionally become pigeonholed because leaders of those function typically lack the understanding of all of the different facets of customer marketing and how powerful they can be if brought together under one team (lifecycle, advocacy, community). I think @Kevin Lau said something very similar on LinkedIn so this is a

#jobs - May 23, 2024 at 01:15 PM

Hi @Karen Thomas! Looking at your background I feel your experience is a better fit for the advocacy role we have open. Unfortunately, we are only open to candidates in Boston right now but if we open up the search I will make sure to update this community!

#open-share - March 07, 2024 at 07:16 PM

Hi CMA friends,

Sorry if I’ve been quiet or haven’t responded to some of you lately but I started a new FT job a month ago and I’m still onboarding

Say hello to Olivia Davis born 2/9/24. I’ll be on maternity leave until the end of June but welcome messages and conversations with my CMA crew ❤️ thank you to the members of this group who have checked in on me and have been very encouraging and supportive during my pregnancy and my first weeks of motherhood!! Another reason to love this crew 😍

#announcements - February 08, 2024 at 01:26 AM

Not a sponsorship but the Miami Dolphins were a customer of my last company. We purchased an on the field suite for a game and invited prospects/customers. The Miami Dolphins CIO came to the suite to talk about their success with our product. It was definitely pricey but a very cool event!

#announcements - January 17, 2024 at 09:35 PM

It was an executive advocacy program - not a sponsor program. Our exec sponsor program is run by our S&O team and I'm pretty sure they just use spreadsheets which is probably not the most effective. We find with execs it takes a lot of communication with them and their EAs to make sure they are connecting with their customers.

#announcements - January 03, 2024 at 10:15 PM

@Shannon Howard if you remind me over DM tomorrow I can send you what we did laat year!

#open-share - December 12, 2023 at 12:30 PM

@Mary Green (Owner CMAweekly) can you send @alexandria mcgue the link please??

#open-share - December 12, 2023 at 12:07 AM

@alexandria mcgue the recording Mary referenced would be a good start and then if you have any questions, feel free to DM me. Definitely not only focused on that but that’s one of the programs my advocacy team runs

#open-share - December 11, 2023 at 08:47 PM

Awesome! Nice job!

#announcements - December 07, 2023 at 09:16 PM

If there is a call being scheduled, would love to join as this is also part of my new role. So funny that a lot of customer advocacy folks are being tasked with this now!

#announcements - December 04, 2023 at 02:46 PM

I wish we had something even close to this 😭 that's super cool though!

#announcements - December 04, 2023 at 02:39 PM

@Katlin Hess how do you determine adoption score for your second bullet point?

#announcements - December 04, 2023 at 01:36 AM

It’s currently be redone by an outside vendor but without CSMs tracking the customer journey and no product data to see where self-serve customers are in their journey, we’re pretty limited right now