Walking a mile in customers’ shoes: how I built a customer-centric marketing engine
What is the art of storytelling and how do we find a balance between the art and science of marketing? How do we reach at scale the ideal customer profile? What role does the audience data play in delivering the right message across channels to the right personas in the moment? Join Ajay Manglani, VP of Marketing at Chargebee, for a discussion of building a customer-centric marketing engine which drives new demand and customers, and turns them into champions and long-term partners, while measuring the right performance indicators along the way.
6 Key Pillars of Customer Marketing: from Building Brand Ambassadors to Driving Revenue
Building relationships with customers is essential to growing your business, and customer marketing is a crucial part of achieving that goal. It’s not just about making a sale, but rather about creating loyal brand ambassadors who will spread the word about your business. In this blog post, we’ll dive into the six key pillars of customer marketing from Ajay Manglani, VP Marketing at Chargebee.
# 1 Customer Advocacy
One of the best ways to build strong customer relationships is by focusing on providing value and supporting your customers at every step of their way. Help them navigate their journey with your brand so that they become passionate advocates who will help spread the word about your business.
#2 Cross-sell and Upsell Opportunities
Understand your customers’ needs and offer them additional products or services that can benefit them. Not only will this improve their experience with your brand, but it can also drive incremental revenue.
#3 Customer Community
Creating a sense of belonging by fostering a community for your customers can involve online forums, social media channels, or even in-person events. By bringing them together, you’ll give them another reason to remain loyal and connected to your brand.
#4 In-Person Events
In our digital age, personal connections are still crucial. Creating opportunities to meet your customers face-to-face, whether through workshops, meetups, or conferences, demonstrates your commitment to their success and deepens their connection with your brand.
#5 Customer Communication Plan
Regular and thoughtful communication with your customers is essential for maintaining a strong relationship. Share updates, ask for feedback, and keep them in the loop. They’ll appreciate being heard and valued by your brand.
#6 Listen to Your Customers
An open dialogue is key to understanding your customers’ needs and continuously improving your product or service offerings. Value their feedback and act on it to foster trust and loyalty.
Additional Tips for Marketing Efficiency
To ensure your customer marketing efforts are effective, consider implementing the following:
- Track customer marketing’s impact on various metrics like pipeline, revenue, customer retention, and overall satisfaction
- Implement a robust attribution system to understand the impact of different touch points in the customer journey
- Rally the entire organization around a single goal to improve efficiency and consistency in delivering results
- Continuously aim for small, incremental improvements, leading to significant growth over time
- Apply a general manager’s perspective to marketing, looking at factors like cost structure, product offerings, and operations to ensure overall success
By implementing these six key pillars of customer marketing, you’ll be well on your way to building those ever-important relationships with your customers that will ultimately help you grow your business revenue. So give these strategies a try and watch your brand community thrive.
