The Post-Sale Power Play: How Customer Marketing Drives NDR Across the Full Funnel

Most marketing teams are optimized for pipeline and new logo acquisition. But in SaaS, the metric that defines long-term growth isn’t new business, it’s Net Dollar Retention.

In this session, we’ll unpack why customer marketing is one of the most misunderstood and underutilized growth levers in modern B2B organizations. Kevin will share how to transform customer marketing from a reactive advocacy function into a full-funnel growth engine that drives adoption, retention, and expansion.

We’ll explore how to build prescriptive onboarding programs, create a scalable advocacy flywheel, align cross-functional teams around shared OKRs, and use customer insights to power both post-sale and pre-sale motions.

If your board conversations are increasingly focused on retention and expansion, this session will give you a practical playbook to move beyond churn mitigation and into sustainable growth.