Champion cofounder & COO Gianna Scorsone sat down with Testimonial Hero to discuss the future of customer marketing and how every B2B organization can leverage their existing customers to drive profitable, efficient growth.

In addition to the full interview here (and video below) and with acknowledgement to the Testimonial Hero team and Revenue Leaders Podcast conducting the interview, here's a summary of the takeaways and learnings for the future of customer marketing (with some direct quotes from Gi):

Customer focus is key for profitability

‍Companies need to shift their focus towards driving more value with existing customers to achieve profitability.

‍Customers are your answer so there needs to be far more acute focus on driving more with your customers both at the logo and utilizing them for their networks.‍

Building customer relationships is crucial

This includes fostering champions, utilizing customer networks, and allowing customers to build their personal brands.

‍One of our best campaigns is just building good Champions and then they go to another company and then they buy us again.

NRR is becoming increasingly important

Companies need to focus on not just acquiring new customers but also retaining and expanding existing ones.

‍It's not just the grow at all costs... NRR in particular is becoming more important because of the Quest for profitability

‍Identify customer triggers

‍Triggers like product usage, marketing engagement, and responsiveness can indicate customer health and potential advocacy.

‍Utilize AI to identify advocates

‍AI can help objectively identify customers who are most likely to engage in advocacy activities. I think it's looking at potentially product level data how are they using how often are they using your product and your tool and so product usage I would say is a big trigger that you could look at.

‍Systematize customer marketing efforts

‍A repeatable program with clear workflows and automation can help customer marketing teams achieve more with less.

‍This is going to allow you to run a repeatable program with a very lean team because unfortunately the reality is as we mentioned in our first couple minutes of the call customer marketing often gets hit they don't get the budget they don't get the headcount how could we really uh assist um teams or the person of one doing more with less.‍

Bring Customer Successunder the revenue umbrella

‍Closer collaboration between CS, marketing, and sales can improve customer advocacy, renewals, and ultimately, net revenue retention.

‍My key takeaway is just how important it is to bring CS in under the revenue umbrella and have them work closely with marketing and sales they're kind of this forgotten child of the revenue team so bringing them in can help close that divide between Cs and the other teams and it can really help you get a better handle and identifying Advocates and also enabling Marketing sales to help CS with renewal and ultimately your net revenue retention

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Eager to see customer marketing 3.0 in action? Schedule a demo of Champion here!