When it comes to B2B Marketing, marketers typically measure success based on conversion. The end goal is converting leads into pipeline. After all, that IS our main driver as marketers.
But what if you’re a marketer who works in the post-sales world? Lifecycle Marketing, Customer Marketing, and Growth Marketing all focus on accounts that are already customers. This presents a challenge with goals & measurement.
As a best practice, a renewal opportunity is automatically piped when an account becomes a customer. This means that if you are measured on opportunities, you have two options: hit 100% of your goal every time (a tempting option) or change the way you measure success.
In a post-sales world, marketers need to align with the post-sales team. Your Customer Success team is not measured by leads or pipeline. They are accountable for retention.
Here’s a controversial question: If your marketing team is measured by pipeline, why would your Customer Success team value your initiatives & programs? By definition, your program goals should be new pipeline. This does not serve your Customer Success team, so why would they leverage any of your content, events, or email campaigns?
Your true north can’t be both pipeline generation and customer retention. So at Demandbase, we break our marketing team & goals into pre-sales and post-sales.
In the pre-sales world, we identify the accounts most likely to buy from us and market to them with goals around pipeline generation & funnel velocity.
In the post-sales world, things get a little more tricky. Since every account is a customer and therefore important to your business, you could argue that everyone is a “target account”.
Nonetheless, you need to segment your strategy when marketing to your customer base. This strategy should always go back to company-level goals. There are multiple ways to tier your customer base, but here are two popular approaches:
Depending on whether your company is focused on overall retention or upsell, you can pivot your customer strategy as necessary. In a crawl-walk-run world, post-sales marketers would be able to overlay the two approaches to create a sophisticated, data-driven strategy that impacts the company’s net retention rate.
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