How the role—and importance—of Customer Marketing has evolved over the past decade! It went from a tactical, “order-taker” function in the early 2000s to a strategic, business-critical lever today. Success measurements went from “plugging holes” to keep PR and sales at bay, to showcasing the quantity and quality of the customers, to mapping customer marketing assets and activities to demand-gen programs and then measuring the results.
The team at TIRO Communications has extensive experience in Customer Marketing and possesses the know-how to help you:
- Build a new program from scratch,
- Fix ones that are under-performing or even all-out broke, or
- Scale programs to new heights.
TIRO Communications’ capabilities fall into two categories: strategic consulting and execution. Specifically, we not only know how to help design or fix your Customer Marketing programs, but we understand how to build and grow them. Customer Marketing program functions that we cover include:
- Customer Advocacy Capture and Capitalization
- Customer Reference Management Systems
- User Group Architecture and Execution
- Executive Sponsorships
- Product Advisory Boards
- Advocacy Qualification
- Advocacy Development Workflows
- Customer and Partner Interviews
- Case Study Editorial
- Video Testimonial (scripts, shooting, editing, etc.)
- Podcasts
- Webinars
- Sales Enablement
- Gamification: Sales and Customers
- Community Marketing
- Blogs
- Magazines
- Customer Marketing Campaign Integration and Execution
- Press Releases/Media
- Event Coordination, Planning, Management
- Social Media Advocacy/ Detractor Monitoring
- PR/Media Monitoring and Leverage
When it comes to advocacy initiatives, our methodology looks at your business goals and builds strategic advocacy plans for each customer. Customer assets and activities are planned and created based on prior content scoring, demand-gen priorities, and sales needs. And when it comes time to capturing the assets, we recommend a holistic approach, one that avoids an al a carte menu. This helps prevent advocacy burnout while optimizing the marketing touch points to a customer.
The right mix of engagement touch points enables organizations to nurture and develop your customers into passionate social, marketing, industry analyst, PR, and sales advocates. We’ll work with you to create and build a highly effective engagement program—or if you have one that isn’t working, to transform your customer engagement models for optimal impact.
Any Customer Marketing program that doesn’t factor demand-gen programs—both acquisition and consumption (or retention)—into account are missing huge opportunities to capitalize on your customer advocates (both marketing and communications assets and the individual advocates). Further, content marketing, community marketing, and event marketing serve as critical lynchpins for both acquisition and consumption funnel campaigns.
Demand-Gen Acquisition activities integrate customer advocates into campaign programs and even build out mini-campaigns featuring one customer or a group of customers from the same solution or industry segment.
Demand-Gen Consumption (or retention) activities showcase successful customers and specific use cases that have delivered tangible returns. The focus is on customer retention, product/solution adoption, and up-sell opportunities.
Are you ready to get started? Contact us today to schedule time to discuss how we can help you.
TIRO Communications 