Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
Jeff Breunsbach
Higher Logic / Gain Grow Retain
- Part 1 Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
- Part 2B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Show Notes
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02:45Customer marketing versus customer successThe goal of both teams is to help customers be successful and retain them. Customer success directly supports customers while customer marketing identifies opportunities to add value.
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06:29Opportunities for customer marketing and success to work togetherBoth teams can collaborate to reduce time to value during onboarding and create spaces for customers to connect. From these insights, best practices for customer impact can be created.
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09:55How to avoid friction between customer marketing and customer success teamsCollaboration on upselling and cross-selling campaigns. Streamline the case study building process with a detailed outline of specifications, with supporting data.
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12:13Bridging the gap between customer marketing and success teamsTeams are finding ways to integrate their tech stacks for improved data exchange. Thus enabling customer success to identify advocates and pass the data along to marketing.
Quotes
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"We need to start adding to our customer marketing function. And figure out how to drive campaigns at scale that are going to help and impact our customers." -Jeff Breunsbach, Brand Director, Higher Logic
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"I think of retention, advocacy, and growth as the three pillars that transcend customer marketing and customer success." -Jeff Breunsbach, Brand Director, Higher Logic
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"One of the most critical things you can do in the first 30 days of a customer is try and get to time to value as quickly as possible." -Jeff Breunsbach, Brand Director, Higher Logic
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"If gross retention is hurting, a lot of times youll go back and see that the onboarding experience was impacted in some way." -Jeff Breunsbach, Brand Director, Higher Logic
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"Nine times out of 10, our customers really want the truth. And they want to talk to somebody going through something similar to them." -Jeff Breunsbach, Brand Director, Higher Logic
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"If customer marketing lives in marketing, on the customer success side, you have to pull them into the right meetings, make sure that they know what the metrics are, and vice versa." -Jeff Breunsbach, Brand Director, Higher Logic
- Part 1 Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
- Part 2B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Up Next:
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Part 1Customer marketing vs customer success — Jeff Breunsbach // Higher Logic
Jeff Breunsbach, Higher Logic Brand Director, and Co-Founder of Gain Grow Retain, discusses SaaS retention and collaboration between customer marketing and success teams. Customer success teams have great insights about the challenges customers are facing. How does customer marketing tap into these insights to create more impactful campaigns? Today, Jeff talks about the overlap between customer marketing and customer success.
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Part 2B2B SaaS retention & advocacy strategies — Jeff Breunsbach // Higher Logic
Jeff Breunsbach, Higher Logic Brand Director, and Co-Founder of Gain Grow Retain discusses SaaS retention and collaboration between customer marketing and success teams. The first 30 days are critical to ensuring your customer gets the right onboarding experience to drive that time to value. While the right time to request a case study or a review on G2 could be six months into that customer journey. Today, Jeff talks about B2B SaaS retention and advocacy strategies.
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