Customer Marketing

/Customer Marketing

How Martech SaaS Vendors are Doing CS (and getting it right)

By | 2019-05-09T21:42:20-04:00 August 7th, 2018|Customer Marketing|

Just so that we’re on the same page, let’s define the terms. “Martech” refers to all initiatives and tools used to help companies achieve their marketing goals.  When we look at the landscape for Martech since 2011, we’ve gone from 3 categories with about 150 vendors to 6 categories with over 5000 providers. It is a vast landscape, indeed. Martech-ers represent a large portion of the SaaS industry, and are, themselves, at the forefront of [...]

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The Dynamic Duo – Customer Success and Customer Marketing

By | 2019-07-29T10:54:27-04:00 April 5th, 2018|Customer Marketing, Customer Success|

In the B2B recurring revenue economy, customer relationships are increasingly owned by a team of professionals (Customer Success Managers) who earn customer loyalty by continuously demonstrating the value of their solution to their customers. Ideally, they have a defined customer lifecycle as their model for customer engagement, and in doing so, are churn mitigators. As part of the charter for Customer Success, marketing teams are now joining the action to facilitate customer loyalty, too. In [...]