Why Marketing Should Be Involved In Customer Success

Post by
Sonia Osinski
Minute Read
May 4, 2020
Last Updated:
October 19, 2020
why marketing should be involved in customer success

Throughout big and small companies marketing usually gets involved in meetings outside their direct scope of work: sales, IT, HR, etc. Customer success is another area in which marketing should also keep direct contact, and is important to have a great relationship with.

Every marketer knows that acquiring new customers is significantly more expensive and time-consuming than retaining existing ones. And to retain these customers, it's important not only to give them great customer experience but also to understand what they need, if their needs have changed and how to help them at every stage.

Marketing and Customer Success Feed Off Each Other's Information

Customer success and sales are areas that require someone consistently reaching out and establishing relationships with customers and leads. They’re the ones that know in detail their characteristics and relevant information because they’re speaking on a regular basis and gaining important insights. Marketing needs to feed off this information to create target audiences, campaigns, and strategies that best adapt to these insights.

Marketing can help with new and creative ways to reach out

Proposing better ways to create compelling stories and content for the customer success teams to use. They can also create non-traditional formats that can draw more attention to communication. A lot of times, marketing may already be using tools to reach out to leads that may add value to the Customer Success team: it's all about information.

Enforce consistent branding

Making sure the brand is correctly used across every statement that comes from the company name is crucial to communicating with any stakeholder. Every person representing the brand must know the do’s and dont’s of communicating by using a brand guide which Marketing should provide. What is the brand’s voice? What is it’s tone? Can you use emojis? All these are questions marketing should have an answer to.

Identify selling opportunities and create processes

Since marketing and sales are in the process of generating leads to feed the sales pipeline, they will be the ones that’ll be determining which information is crucial to know if the customer may be ready to be up-sold or cross-sold to. Have the existing customers raised met the criteria that may mean they may be ready to be up-sold to?

Gain insights into client needs and product-service upgrades

Clients are constantly giving feedback into their frustrations and ideas to receive better products or services. What are the clients complaining about the most? What would they like to see in the future? These ideas can be fed to marketing to understand what needs to be done to give better products and quality to clients. It may even help by creating new ways of selling your service or product.

Final Comments

Marketing feeds off of client information. It's vital to know who they're speaking with and how to adapt that to new challenges moving forward. A good practice could be to create a scheduled report with information marketing may find valuable: this report should be consistent so key metrics can be compared periodically with results. Create meetings to share insights and best practices. Know what tools each area is using since both marketing and Customer Success are deeply involved in the communication process.

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