There are three main areas this trend watch covers, the clues are all in the title of this page but here they are in brief with a little more detail below that. There are two glaring omissions that could be considered in the normal business cycle covering this area focused on customers: sales and product development efforts. They have been excluded just to make this topic more manageable. Also, at least two of the topics I am covering might alternatively fall under the title of Customer Success Operations, the tag under which I am writing posts (see bottom of page).
Scaling the process
A great place to start is with a State of Marketing report. Conveniently, Salesforce has just released one (registration required). Never in greater need for innovation, marketing is reinventing itself and battling for relevance and ownership (of the customer).
Marketers are shifting how they source and manage customer data
and ramping up use of technologies like AI that help them make the most of personalized, empathetic engagement. 186% increase in AI adoption since 2018.
Account Based Marketing
As businesses shift from crisis triage to recovery and adaptation, marketers have a unique opportunity to turn trusted customer relationships into business value. 92% of B2B marketers have an ABM program (incl. B2B2C.
A newer kid on the block, customer success is fast becoming the custodian of customer retention and lifetime value. I work as a customer success professional and write many posts on the topic but in summary:
Typically only engaging after the sale is made, astute CSM’s however, also set the tone upfront.
More education, crafting understanding and experience with products/ services.
Customer satisfaction is not new but it’s a static notion. Health is more dynamic than that.
Time to Value
Emphasis has always been on driving impact, measuring it and doing it sooner than the renewal cycle.
Scale: From Funnel to Flywheel
Hubspot has done more than perhaps any other company I know, to perfect the scale motion.
They have also with keen intuition, mapped customer success with marketing and wrapped it up in this motion – below in brief.
Attract visitors with useful content and eliminate barriers as they try to learn about your company.
Engage by making it easy to buy and enabling buyers to deal with you on their preferred timeline
Delight by helping, supporting, and empowering customers to reach their goals again and again.