Are you doing "Success Marketing"?
I had an interesting conversation with a CXO on Marketing and its imperative on Customer Success; which left me with a compelling concept - "Success Marketing"
Today, marketing gets involved with customer success for the case study, a testimonial, and in few cases a joint PR.
What can we do more? – to help reduce churn, better visibility inside customer organization, more farming/mining.
We can do "Success Marketing"
John is a customer key business stakeholder and one of his key KRA is tied to the success of the product/service that you are providing.
While the CS team leads and helps John in making him successful – what more can you do to make it sweeter?
You can help him brag about it – help create several collaterals - joint whitepaper/ success story/thought leadership for his internal presentation and as well external conferences and get his leadership also involved in events to talk about it.
Drive this extensively and diligently inside customer organization and many other forums and social media.
When done one by one with all customers/stakeholders, this creates a positive feedback loop that affects in many ways:
External - Increased visibility, word of mouth, validation of your product/service
Customer – Increase conviction in product/service, more champions, more farming/mining & penetration, higher visibility to leadership
Internal – Team motivation
And when your ailing customer hears this; they trust that you can overcome & do better.
While this is done at a small scale currently and not institutionalized as a separate function within Marketing. Customer Success leadership can look at this seriously and bring it under its fold.
Has anyone institutionalized this? In what form? Happy to hear your thoughts on this.
PS: "Success Marketing" is the term coined by me - no relation to any such term exists as per my knowledge.
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