I am often asked how to incorporate the customer base into the marketing outreach, and when I am asked that question I get very excited. For a number of reasons, not least of which is the fact that the person asking the question understands that you need to consider your customer base in a slightly different way to that of your prospect base.
This doesn’t mean you can’t use the same marketing materials, you just need to apply strategic thinking to customer marketing and link that strategy to the profit and revenue goals of the organisation:
- How much revenue should come from the customer base?
- How should that be split by product and solution?
- How does the marketing strategy support that?
- How are you going to measure the results?
The exciting part is that you can generate significant revenue and profit increases by leveraging your customer base – and at the same time, you begin to improve your relationships with your customers as you increase communication and two-way knowledge.
The ideal goals from customer marketing should be:
- increased revenue
- increased profitability with each customer
- increased number of customer advocates
- improved links between customer stakeholder departments: sales, account management, marketing and professional services
The key is to be integrated, and disciplined about how you measure results.