customer success + customer marketing = partnership
TRANSCRIPT
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Customer Success +Customer Marketing = Partnership
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About Me
Nate Skinner, Chief Customer Officer, Campaign Monitor
@renniksn
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We are hyper focused on our customers
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And we measure our efforts with every interaction
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10 STEPSTo supercharging your
customer marketing program
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Step 1: Establish your program vision
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VisionWe focus on highlighting our exceptional customer heroes in order to inspire
prospects and customers to embrace the power of our platform.
We fully understand our customers.
We develop and execute marketing strategies that increase customer
engagement and drive more revenue per customer.
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Step 2: Slice and dice your customer
data
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Define your top 10 customer:
• Industries• Regions• Countries• Cities• Organization Sizes• Buyer Roles• Revenue Bands
Pro Tip: We had 10 years of customer data and missing information. We used Amazon Mechanical Turk to augment data for 5,000 customers
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Step 3: Source your best customers
from everywhere
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Step 4: Identify the brands that tell
your story
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Loved by 2 million marketers at 150,000 companies around the world
Small to medium growing businesses
Small teams within big companies Creative Agencies
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Step 5: Rally behind an
Ideal Customer Profile
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What and Why? Formulate and rally behind one ideal
customer profile, a person that represents your target customer.
This will inform the way you build your product, create content, communicate with
your customers, and go to market.
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3 Major Pillars to our ICP Project
Pro Tip: We had 10 years of customer data and missing information. We manually combed through 3,000 customers to determine the Agency vs. Direct ratio.
1
2
3
Develop Market Research to understand the needs of the market.
Analyze the Market Research along your own Customer Data and draw comparisons.
Get to know your customers as people by interviewing them and building Personas.
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Step 6: Educate your internal teams
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Rip Curl uses Campaign Monitor for global product launches
“Campaign Monitor helps us personalize customer engagement and deliver beautiful messages.”
- Jarrod Heathcote, Head of Digital
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Step 7: Build a library of resources
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Generate a library of customer stories/CustomersTop 100 GalleryBlog
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Step 8: Go beyond the brands…
showcase your customer heroes!
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Kristen Scheven, Wonderful Union Agency
Kailey Lewis, Jaybird
Dan Oshinsky, BuzzFeed
James Taylor, Rip Curl
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Step 9: Give your customers a
microphone!
(and automate the process)
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Step 10: Let your VIP customers sell for you
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Step 1: Establish your program visionStep 2: Slice and dice your customer dataStep 3: Source your best customers from everywhereStep 4: Identify the brands that tell your storyStep 5: Rally behind an Ideal Customer ProfileStep 6: Educate your internal teamsStep 7: Build a library of resources (internal/external)Step 8: Showcase your customer heroes!Step 9: Give your customers a microphoneStep 10: Let your VIP Customers sell for you
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Q&A