HomeResearch Articles Building a Customer Marketing Function

Building a Customer Marketing Function

  • B-to-b organizations are challenged to support existing customers with a systematic approach that drives retention, loyalty, advocacy, growth and community participation
  • A well-designed customer marketing function includes high-value customer interactions such as surveys, events and briefings while identifying high-impact references and managing customer advocate participation
  • Consistent measurement of business impact should be used to demonstrate the value of coordinating and expanding customer marketing efforts
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