How marketers do more, post-sale

Marketing teams often relegate customers to email newsletters, advisory boards, and reference calls. But they can be an efficient and meaningful source of growth.

I’ve studied how top post-sale marketers accelerate implementation, up- and cross-sell, and prevent churn… all without inflating retention costs.

Talk Abstract

Marketers should rebalance their focus between market share and wallet share:

Customers are a software company’s most efficient source of growth. Gaining additional revenue from customers can cost as little as 1/10th that of new business.

Firms with strong revenue retention earn higher valuations. Those B2B SaaS companies with 120%+ NRR have a median EV/revenue of 21-fold.

1. NRR: Insight Partners. ScaleUp by the Numbers 2023; 2. EV/revenue: McKinsey. SaaS and the Rule of 40: Keys to the critical value creation metric. 2022.

But, marketers tend to underinvest in wallet share. According to a recent Insight Partners survey of its portfolio companies, customer-oriented headcount accounted for no more than 3% of marketing budgets. A separate survey by Bombora found that just 19% of account-based marketers have customers in their remit.

In this talk, we’ll explore how customer marketing can be more than just email newsletters, advisory boards, and reference calls. We’ll discuss the benefits of partnering with customer success to deliver personal, supportive, and well-timed experiences to customers. We’ll look at real-life examples of companies that have successfully created value for customers through rich post-sale programs, resulting in higher revenue and better margins.

Attendees will leave with actionable insights and strategies for building bottom-line growth by reducing customer churn/downgrades, strengthening up- and cross-sales, recruiting brand advocates, and creating a community. They’ll gain a deeper understanding of the positive impact that marketing can have on post-sale programs and how marketers can drive customer-led growth.

Interview Questions

  1. In your opinion, what is customer marketing, and why is it important for businesses?
  2. What is the business case for marketing to get more involved post-sale?
  3. How does marketing focus its post-sale efforts?
  4. How do you measure the success of a customer marketing program?
  5. How do you balance the need for customer retention with the need for new customer acquisition?
  6. Can you share an example of a company that has implemented an effective customer marketing strategy? What were the results?
  7. Why is it important to set a post-sale strategy? How should you involve customer success partners?
  8. How should marketing leaders staff customer marketing efforts?
  9. What are some common mistakes that businesses make when it comes to customer marketing?
  10. How can businesses effectively target and personalize their customer marketing efforts?
  11. What role does customer feedback play in the development of a successful customer marketing strategy?
  12. How do you ensure that your customer marketing efforts align with your overall business objectives?
  13. How do you determine the appropriate budget for a customer marketing program?
  14. What are some effective tactics for engaging with customers post-sale?
  15. What operational changes must marketers make in order to better serve their customers.
  16. How do you measure the ROI of customer marketing efforts?

Related Media

Insight Partners: How to Grow by Marketing to Customers

For Insight Partners Portfolio Companies: Post-sale Marketing Toolkit

Jared Brickman

Jared Brickman is Senior Director of the Marketing Center of Excellence at leading software investor Insight Partners, where he advises CMOs of the firm’s 500+ portfolio companies on how to go-to-market. Learn More →

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