Unlocking Hidden Revenue💰 The Power of Customer Marketing in SaaS 💰

SaaS CMO Pro

Unlocking the Power of Customer Marketing in SaaS: Let’s Dive Deep! 🚀

Hey folks, today I’m talking about something crucial that I see too few SaaS marketing teams focusing on: customer marketing. I’m going to break down what customer marketing is, why the metrics often work against it, and why we need to do more of it. Alright, let’s dive in.

What is Customer Marketing? 🤔

First off, what is customer marketing? It’s one of those terms that can mean different things to different people. For many B2B organizations, it might just mean getting customer references. But for me, customer marketing is about following the customer through their entire lifecycle—from the moment they first hear about your company, through the sales process, and beyond into their ongoing relationship with your product.

Why the Metrics Are Stacked Against Customer Marketing 📉

Many B2B SaaS marketing teams focus primarily on one metric: leads. And while leads are important, this narrow focus often limits marketing efforts to just the top of the funnel. Here’s the kicker—up to 50% of your revenue can come from existing customers through add-ons, upgrades, and expansions. So why isn’t marketing more involved in this?

The Argument for More Customer Marketing 📈

Marketing teams are incredibly talented at creating scalable, impactful content and automations. Imagine leveraging these skills not just to attract new customers but to also nurture existing ones. Here’s how we can do it:

• Shared Metrics: When marketing and sales share the same metrics, like closed deals and customer retention, it creates a unified effort towards common goals.

• Lifecycle Engagement: Marketing should be involved in every stage, from lead acquisition to customer success, driving continuous engagement and upsell opportunities.

• Capital Efficient Growth: By automating and scaling customer interactions, marketing can support sales and customer success teams, allowing them to focus on high-touch, complex deals.

Practical Tactics to Implement 🚀

Here are some actionable strategies that have worked wonders:

• Retargeting Existing Customers: Use retargeting not just for new prospects but also to educate current customers about new features, plans, or success stories.

• In-Product Messaging: Leverage in-product notifications to provide tips, updates, and promotional offers directly within your software.

• Content and Assets: Develop tailored content that helps customers maximize the value of your product and showcases how others are succeeding with it.

Alright, so that’s my take on customer marketing. Does your marketing team engage in it? Do you have dedicated resources for it? How do you measure success? I’m excited to hear how you’re approaching this. Drop them in the comments and let me know!
Thanks,

Bill

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