Marketing and Customer Success are like two people in a canoe. Ideally, you’re both trying to get to the same place (a successful business with happy customers). The trip is much easier when you work together well. And in choppy waters, you need to communicate or you’ll end up off course or capsized. Many businesses […]
customer success
Marketing and the Subscription Economy: A Zuora Video
At the Subscribed conference in San Francisco last May, I sat down to talk with Zuora about marketing in the subscription economy. Here’s a transcript; the video is below. In the traditional marketing environment, a lot of marketers only keep their eye on the ball up to the point of the sale. They think about customer retention, […]
Cultivating Content from Customers
Content cultivation is the practice of collecting content from customers to use in ongoing marketing and customer nurturing. When it comes to content marketing after the sale, you need focus on the issues that are important to current customers. What better source for this content than the customers themselves? You may have heard the term user-generated content, referring […]
Value Nurturing: Marketing Meets the Subscription Economy
In the subscription economy, marketers must dedicate time and energy to nurturing their current customers. If you sell using a subscription model, then your future revenues depend heavily on the success and loyalty of your current customers. The potential payback for marketing to those customers is huge. It sounds both simple and obvious. Yet in many businesses, […]
