Customer success and marketing are two important aspects of building a successful business empire. There are certain businesses that have trouble aligning these two aspects, but there are ways to accomplish that. The following are ways that the success of the customer and marketing teams can be linked together to help increase a company’s bottom line.
Invest In Customer Enablement
Businesses should be very weary of where they invest their time, money and resources. If there is one place that is worth investing all of these things, it is the customer. One such aspect is customer enablement. Essentially, this s a strategy used to help develop a sense of self-sufficiency in customers.
If this intervention is successful, there can be significant time freed for more complex issues. Common queries that customers have with an organization include billing information or setting up a part of a product. Teaching customers how to solve these issues so they doin’t have to send in a support ticket can help businesses immensely. In addition, this will help the customer success team find other interventions that they could be working on.
Have a Customer Marketing Team
Another way to successfully link the success of the customer and marketing teams is to create a customer marketing team. Usually, the best wya to go about doing this is to have a part of the marketing team devoted to new leads while a subsidiary will be dedicated to the outcomes of the customer.
In terms of what the customer marketing team should be focused on, there are a series of categories that require special time. First, getting new customer leads are very important. This means the trigger events need to be identified, and opportunities for the sales team need to be seen as well.
Also, the current success that current customers are experiencing should also be seen. Educational resources should be created along with journey mapping and onboarding campaigns. This will help expedite the process of having customers reach their expectations with the desired product in question.
This customer marketing team will also be responsible for activating the customer base and owning all customer communications. This means that communications strategies should be created that focus on the customer while turning those customers into eventual promoters. This could potentially provide another stream of revenue for a business.
Focus on The Outcome
When linking these two aspects, the most important thing to bear in mind is to measure customer outcomes. Many businesses have marketing goals that are based on quantity on the basis of creating enough demand.
However, marketing needs to be focused on customer outcomes and this can be measured in the form of customer expansion, product adoption or usage. As long as there is a tangible connection between customers reaching their expectations and the end goal, marketing will always be a successful endeavor.
You should be considerate of what is required to create feedback loops between the marketing teams and customer success in the process. This includes churn analysis and demographic guardrails
