Customer Success +Customer Marketing = Partnership

About Me

Nate Skinner, Chief Customer Officer, Campaign Monitor

@renniksn

We are hyper focused on our customers

And we measure our efforts with every interaction

10 STEPSTo supercharging your

customer marketing program

Step 1: Establish your program vision

VisionWe focus on highlighting our exceptional customer heroes in order to inspire

prospects and customers to embrace the power of our platform.

We fully understand our customers.

We develop and execute marketing strategies that increase customer

engagement and drive more revenue per customer.

Step 2: Slice and dice your customer

data

Define your top 10 customer:

• Industries• Regions• Countries• Cities• Organization Sizes• Buyer Roles• Revenue Bands

Pro Tip: We had 10 years of customer data and missing information. We used Amazon Mechanical Turk to augment data for 5,000 customers

Step 3: Source your best customers

from everywhere

Step 4: Identify the brands that tell

your story

Loved by 2 million marketers at 150,000 companies around the world

Small to medium growing businesses

Small teams within big companies Creative Agencies

Step 5: Rally behind an

Ideal Customer Profile

What and Why? Formulate and rally behind one ideal

customer profile, a person that represents your target customer.

This will inform the way you build your product, create content, communicate with

your customers, and go to market.

3 Major Pillars to our ICP Project

Pro Tip: We had 10 years of customer data and missing information. We manually combed through 3,000 customers to determine the Agency vs. Direct ratio.

1

2

3

Develop Market Research to understand the needs of the market.

Analyze the Market Research along your own Customer Data and draw comparisons.

Get to know your customers as people by interviewing them and building Personas.

Step 6: Educate your internal teams

Rip Curl uses Campaign Monitor for global product launches

“Campaign Monitor helps us personalize customer engagement and deliver beautiful messages.”

- Jarrod Heathcote, Head of Digital

Step 7: Build a library of resources

Generate a library of customer stories/CustomersTop 100 GalleryBlog

We’re building a library of inspiring videos

Step 8: Go beyond the brands…

showcase your customer heroes!

Kristen Scheven, Wonderful Union Agency

Kailey Lewis, Jaybird

Dan Oshinsky, BuzzFeed

James Taylor, Rip Curl

Step 9: Give your customers a

microphone!

(and automate the process)

Step 10: Let your VIP customers sell for you

Step 1: Establish your program visionStep 2: Slice and dice your customer dataStep 3: Source your best customers from everywhereStep 4: Identify the brands that tell your storyStep 5: Rally behind an Ideal Customer ProfileStep 6: Educate your internal teamsStep 7: Build a library of resources (internal/external)Step 8: Showcase your customer heroes!Step 9: Give your customers a microphoneStep 10: Let your VIP Customers sell for you

Q&A