Blog

Why Marketing Should Be Working With Customer Success

Madison Taylor Marketing

Topics: Strategic Marketing

Marketing is primarily about attracting strangers to your company or your product, giving them useful information, and eventually converting them into paying customers, right? Wrong. In the old days of marketing, that was the end of the story. Companies had an 800 number you could call if you were unhappy with the product or needed help, but it was written on the back of the package in six-point font. Essentially, once the handoff was made to sales, marketers stopped caring about that customer.

That’s not how things work anymore. Customers consult their friends and family on social media before they make a purchase. They don’t buy anything without reading reviews — 91 percent of customers regularly read reviews, and 84 percent of them trust reviews as much as they trust a recommendation from a friend.

Speaking of trusting friends, customers are far more likely to trust each other than to trust messaging from the brand itself. They consult friends on social media before making purchases, and they make recommendations to each other when they’re happy with a product or a customer.

What does this all mean? It means that retaining your customers — keeping them happy enough to keep coming back and telling their friends about you — is just as important as acquiring them in the first place. And if your marketing team is going to do its best to delight customers, you need to be thinking about Customer Success.

What is Customer Success?

Customer Success isn’t just a synonym for customer service. In fact, Customer Success professionals tend to object to that comparison.

The big difference? Customer Success is all about anticipating customer challenges and questions, then providing solutions and answers, sometimes even before the customer themself knows about them.

Why is Customer Success so important? Why can’t customers just tell you when they have a problem? Simply put, because they don’t want to. Customers don’t like seeking out answers to the problems they’re experiencing, so you need to come to them.

How Marketing and Customer Success Can Work Together

When marketing and Customer Success teams are on the same page, businesses can engage, nurture, and delight their customers better than ever. Marketers know how to tailor messages to specific people, and Customer Success teams know the ins and outs of customer needs and desires.

But Customer Success is about more than just customer delight and retention. Customer Success can even help with acquisition in the first place. SaaS businesses often offer free trials, where customers can download the product without paying for it.

Those customers need to be nurtured as well. Customer Success teams can help to ensure that they have the best possible experience with the product, making it much easier to up-sell or cross-sell and turn them into paying customers.

Aligning Customer Success and Marketing

A lot of marketing goals are based on quantity. If you can get more shares, more likes, more signups, and more leads, your marketing team is doing its job. But any good marketer knows that quality is crucial — 100 bad leads are certainly not better than 10 good ones.

Instead, focus on customer outcomes — how the customer uses the product, whether they’ve adopted it into their daily workflow, whether your customers are referring other customers, or something more specific to your product — as long as the metric is tied to the customer’s success using the product, it’s helpful.

Next comes the most important part: communication. You’ll need constant feedback loops between the marketing and Customer Success teams in order to find out the most useful information.

Look into the usage patterns of customers that renew and customers that don’t. Is there something that they have in common? Maybe customers that install your software on multiple machines tend to renew more. Maybe there’s a certain feature that’s correlated to upgrading. Maybe the people that churn are all from small businesses. It might have nothing to do with your product — they just can’t afford your pricing.

Solicit feedback from your customers. Strike up conversations with your customers on social media, run surveys, and send follow-up emails asking what customers like and don’t like about your products and services. Talk to customer service teams too — anything that can help you identify patterns in your customers is useful.

Keep an eye on demographics, too. There might be certain industries, age groups, job titles, or verticals that keep appearing in either your promoters or detractors. Sometimes, it’s a matter of adjusting your approach to make those demographics happy. Sometimes, it’s just not a good fit.

Focus on Convenience

Convenience has always been a driver of progress, from the ATM to the personal computer to on-demand services like Netflix, Uber, and DoorDash. Your customers are experiencing that convenience in their daily lives, and they’ve come to expect it.

That means helping customers help themselves. Like we mentioned earlier, the customer doesn’t want to ask for help. They don’t want to get on the phone or wait until business hours to solve their problem. They want to be able to solve their problems themselves, or not to encounter those stumbling blocks in the first place.

This is where Customer Success gets a chance to shine. Onboarding campaigns that guide customers through setting up the product, useful knowledge bases that customers can consult when they need help, and automated systems that help CS team members predict where customers are most likely to need help can really help your company shine.

Marketing and Customer Success Go Hand in Hand

The more you can help your customers achieve success, the happier they’ll be. The happier they are, the more likely they are to say positive things about your company and your product. The more positive feedback your products get, the easier it will be to market it to new prospects, especially the friends and colleagues of existing customers — after a positive customer experience, 77 percent of customers are likely to recommend that company to a friend.

And the better your Customer Success program is at onboarding new customers, the more you’ll retain. When you put the customer’s needs first, everyone wins — the customer, the marketing department, the Customer Success department, and your bottom line.

Next Step

Your company’s marketing should be the secret sauce, ever elusive unicorn, and magic bullet that your company has been waiting for. Bottom line, it should be bringing you that money.

Strategic Marketing Inbound Marketing
The Value Behind Account-Based Marketing
Blog
The Value Behind Account-Based Marketing

Rather than casting a wide net, showing thousands of leads the kind of work you do and hoping some of them will bite, ...

Marketing to Gen Z - Part Two
Blog
Marketing to Gen Z - Part Two

Last month, we wrote about the increasingly important challenge of marketing to Generation Z, those born between 1997 ...

Marketing to Gen Z - Part One
Blog
Marketing to Gen Z - Part One

On the internet, everyone older than you is a boomer and everyone younger than you is a millennial. In the marketing ...

What Marketers Should Expect in 2020
Blog
What Marketers Should Expect in 2020

Marketing is always evolving. The sun will always rise in the morning, Disney will always put out new Star Wars movies, ...

What the Adobe-Marketo Merger Means for Marketers
Blog
What the Adobe-Marketo Merger Means for Marketers

In September of 2018, Adobe announced that it would purchase Marketo for $4.75 billion, creating a partnership that ...

What the Taboola-Outbrain Merger Means for Marketers
Blog
What the Taboola-Outbrain Merger Means for Marketers

In late September of 2019, Taboola announced that it was acquiring outbrain for $250 million and 30 percent of their ...

Lessons from the Pilgrims for Your Thanksgiving Marketing
Blog
Lessons from the Pilgrims for Your Thanksgiving Marketing

When the Pilgrims landed in the New World in the early 17th century, they faced a daunting task: survive on — and ...

Beyond Quotas and KPIs: Building Relationships with Your Customers
Blog
Beyond Quotas and KPIs: Building Relationships with Your Customers

B2B is a misnomer. Sure, you’re a business selling to another business — but it’s crucial not to lose sight of the fact ...

Why Your Marketing Messaging Needs to Be Consistent
Blog
Why Your Marketing Messaging Needs to Be Consistent

The best product in the world won’t make your company successful unless you have good marketing — but good marketing ...

Building a Marketing Plan — 10 Key Components
Blog
Building a Marketing Plan — 10 Key Components

Without a marketing plan, your company’s marketing can get pretty sloppy. You might pursue channels that aren’t helping ...

The Importance of Expertise — Why Your Marketing Needs a Pro
Blog
The Importance of Expertise — Why Your Marketing Needs a Pro

Marketing is one of those areas that’s often overlooked. Big companies have so much going on that they tend to let ...

6 Biases Everyone Has That Change Their Online Behavior
Blog
6 Biases Everyone Has That Change Their Online Behavior

We all like to think of ourselves as logical creatures, especially when it comes to purchasing decisions. We make pros ...

Need More Help? Talk to the Experts.

Contact Madison Taylor Marketing