Think back to the last time you purchased software. The sales collateral was sleek and sexy, until you swiped your credit card and the lackluster, frumpy “user guide” landed in your hands. You tossed the guide aside and went rogue—until nothing worked as expected.

Customer experience shouldn’t dead-end at the sale. Studies show that attracting a new customer costs five times as much as keeping an existing one.

Furthermore, as author Emmett C. Murphy found in his book Leading on the Edge of Chaos: The 10 Critical Elements for Success in Volatile Times, companies that focus on customer experience see up to 25% higher retention and revenue.

While customer experience is a team effort, customer success marketing is a key player in delivering and scaling these efforts. So why do so many companies still have a blind spot when it comes to marketing after the sale?

What Is Customer Success Marketing?

Also referred to as customer marketing or retention marketing, customer success marketing is the intersection of product, marketing, and customer success. While their counterparts in product marketing serve the sales team to drive conversions, customer success marketers support the customer success team to drive retention.

“Companies that focus on customer experience see results of up to 25% higher retention and revenue.” —Emmett C. Murphy

Customer success marketers help maintain a consistent experience throughout the customer lifecycle. Developing collateral and communications with customers at scale, these marketers work to ensure that customers see value in the product, renew or purchase from the company again, and advocate the product to their network.

Types of content owned by this team may take the form of:

Onboarding materials, presentations, and email nurture tracks
Ongoing product communications, highlights, and positioning
Customer events, webinars, and case studies

How Does Customer Success Marketing Fit Into the Organization?

At Kapost, our marketing team is organized into three key areas focused on different stages of the funnel: content marketing (awareness and consideration), product marketing (comparison and consideration), and customer success marketing (purchase and ownership).

Tightly aligned with product marketing to ensure a consistent story, our customer success marketing team meets regularly with leaders from customer success and product as well.

“Attracting a new customer costs five times as much as keeping an existing one.”(Lee Resources 2010)

Customer success marketers may also roll up to the Chief Customer Officer or VP of Customer Success, depending on the company’s organizational structure. While this works as well, it’s important for these marketers to stay tightly aligned with other marketing departments to ensure a consistent voice and brand story.

Which Traits Make a Great Customer Success Marketer?

Considering the addition of a customer success marketer to your team? Here are four qualities to look for in the ideal candidate:

Customer-centric—The customer must be at the center of every decision the marketer makes
Empathetic—The marketer must understand the customers’ needs and challenges
Team player—Customer experience doesn’t happen in a vacuum, so marketers need to be able to work nicely with other departments
Storyteller—The marketer must be able to weave the story from the buying phase through to the customer phase

Who owns the post-sale marketing experience at your company? And which organizations do you think have strong customer success marketing in place? I’d love to hear your input in the comments.

Source: What Is Customer Success Marketing?

​It’s that time of the year again. Time for decorating trees, wrapping and unwrapping presents, welcoming the new year and… prediction lists. In line with that trend, here are some predictions for the future of social media and social media marketing in the year ahead.

Click here to view Andrew’s 30 Predictions for Social Media and Social Media Marketing in 2016

Source: 30 Predictions for Social Media and Social Media Marketing in 2016

Email marketing is a great way for small businesses to reengage their customer base. It’s a fast, easy, inexpensive, and effective way to drive more sales. Reaching these customers is key to your marketing, but too many email blasts can force even the most loyal customers to click the unsubscribe button. Luckily for advertisers, there are a few new hacks to supercharge your marketing and reach your customers just using an email marketing list.

supercharge with email marketing lists

You can use an email list without drowning your customers in emails!

#1. Integrate Email and Search Marketing With Customer Match Targeting

Google’s revolutionary new targeting tool, Customer Match, allows advertisers to supercharge their paid search campaigns by exclusively showing ads to users on a customer’s email marketing list. Simply upload an email list as a remarketing audience to AdWords and then apply to your campaigns’ targeting option and viola – whenever your customers search for your product or service, your ad will appear at the top of the SERP.

remarketing with email lists

Although brand new, we’ve already seen amazing results from Google’s Customer Match. Google is often able to match more than 50% of all users from email lists big and small:

email list match rates

#2. Build A Social Following on Twitter and LinkedIn

It’s more important than ever these days to have a large number of fans and followers, particularly as small brands’ reach on Facebook has dwindled to almost nothing over the past few quarters.

facebook organic reach

Getting new followers is key to your success on social media and the easiest way to do it is to simply invite your past customers and prospects to follow your brand using an email list. Twitter followers can easily be imported from email address books across a number of major platforms including Gmail, Outlook, and Yahoo under the “Find Friends” tab. Your brand’s page will begin to follow them and they’ll more than likely return the favor.

email list twitter upload

And LinkedIn connections can be invited to join your company’s group page by importing their emails to the “Send Invitations” tab under the group management page.

linked in email list upload

#3. Leverage Facebook Customer Lists

Even with a large fan base, your brand may still struggle to reach all your customers on Facebook organically. Facebook Ads are your solution reach a large audience quickly and inexpensively. Crafty advertisers know that they can leverage their existing customer email list on Facebook to create a tailored audience to show their ads to.

To create a Facebook Customer List audience using an email list in the Facebook Ads Manager:

1. Select “Audiences” from the Tools menu.

facebook customer audiences2. Click on the “Create Audience” dropdown and select “Custom Audience”.

3. A prompt will appear. Select “Customer List”

email list facebook

And from here you’ll be able to create an audience to reach by uploading your email marketing list!

#4. Use Twitter Custom Audiences

The benefit to advertising on Twitter is the ability to reach a large, active audience that spans all types of users. Pair this wide reach with the ability to get cheap clicks for a high quality score and Twitter Ads can be very lucrative to advertisers of all budgets. Best place to start on Twitter is to upload an email list of current customers or prospects as a target audience.

To create a Twitter Custom Audience using an email list in the Twitter Ads Manager:

1. Select “Audience manager” from the Tools menu.

2. Click the “Create new audience” dropdown and select “Upload your own list.”

custom audience twitter

3. Name your audience and label it as a list of email addresses

4. Upload your email list as either a .csv or .txt file

And ta-da! You can now serve ads to this custom audience of your loyal customers or potential buyers.

Email marketing is a powerful tool by itself but the lists you use for email can be leveraged to make your other marketing more effective. Next time you’re tempted to send an email blast to your list, consider using the email list on your search or social campaigns first!

Visit the AdWords Grader.

Source: 4 Hacks to Supercharge Your Search & Social Marketing With an Email List