Best Practices in Customer Marketing
In today's competitive B2B landscape, building strong customer relationships is more important than ever. At a recent roundtable discussion hosted by Joaquin Dominguez, Head of Marketing at Adzact, industry experts explored the complexities of customer marketing, offering valuable insights into strategies that drive success. The conversation highlighted the importance of event marketing, personalised content, cross-selling strategies, and the human element in creating lasting customer connections.
Hosts
Joaquin Dominguez and Tom Gatten were joined by four marketing experts to discuss the topic.
Guests
Nahomi Thavarajah, Senior Product Marketing Manager, AVEVA
Milda Klimasauskaite, Product Marketer, Quantexa
Steph Mills, Director of Corporate Marketing and Customer Advocacy
Shalagh Fredericks, Head of Content, Great Place to Work UK
Event Marketing: A Pillar of Customer Engagement
The roundtable began with exploring event marketing as a critical tool for customer engagement. Nahomi Thavarajah shared her experience with AVEVA's large-scale annual event, AVEVA World, a central platform to showcase the company's product ecosystem. Nahomi emphasised that the success of such an event lies in understanding customer needs and offering complementary products that enhance their experience with the brand. By organising both global and regional events, AVEVA ensures its messaging is accessible and relevant to a diverse range of customers while also addressing potential language barriers and budget constraints.
Shalagh Fredericks echoed this sentiment, noting the importance of balancing large-scale events with more intimate, sector-specific gatherings. Clients appreciate the opportunity to dive deep into industry-specific challenges in smaller, more focused settings, which adds value and enhances customer engagement.
"Cross-selling isn't just an opportunity; it's an integral part of our customer journey. By understanding our customers' needs and showcasing how our products complement each other, we create a seamless experience that enhances customer value and strengthens our relationships." - Nahomi Thavarajah
Cross-Selling and Managing Complexity in Product Marketing
A significant portion of the discussion focused on integrating cross-selling strategies into customer marketing efforts. Nahomi highlighted how cross-selling is not an afterthought but a deeply integrated part of AVEVA's customer journey. Through events like AVEVA World, the company naturally showcases how its products can be combined to enhance customer experience and value.
Milda Klimasauskaite from Quantexa expanded on the challenges of managing complexity in product marketing, particularly for sophisticated technology products. She shared how her team balances solution selling with platform selling, tailoring messaging to different personas within large organisations. This nuanced approach ensures that the value of complex products is effectively communicated to a diverse audience.
"Managing complexity in product marketing requires a balance between solution selling and platform selling. Tailoring our messaging to specific personas within large organisations ensures that we communicate the true value of our sophisticated technology to the right audience.” - Milda Klimasauskaite
The Role of Personalisation and ABM in Customer Engagement
Personalisation was another key topic of discussion. Milda stressed the importance of tailoring messages to specific personas, particularly when dealing with complex, technical products. She highlighted the effectiveness of using personalised video content in email campaigns, noting that even simple, low-cost videos recorded by sales directors can significantly boost engagement rates. This approach, combined with a human touch, is essential for cutting through the noise in today's crowded market.
Milda also provided insights into Quantexa's use of Account-Based Marketing (ABM) strategies. She explained how ABM is crucial for targeting specific personas within large accounts, ensuring that marketing efforts are highly focused and relevant. Close collaboration with sales teams is essential to gather insights about key decision-makers, allowing for more personalised and effective messaging.
Multi-Channel Marketing and Collaboration Across Teams
The panelists discussed the significance of a multi-channel marketing approach, using various touchpoints like events, email campaigns, and content marketing to engage different customer segments. Milda highlighted the importance of experimenting with different formats and channels to find the most effective ways to reach and engage target audiences.
Collaboration across teams was emphasised as crucial for delivering a cohesive customer experience. Nahomi and Milda both noted that providing sales teams with actionable insights helps ensure consistent messaging and alignment across all customer interactions. This collaboration is key to maintaining a unified strategy that resonates with customers.
"Customers feel valued when they are involved in the storytelling process. Whether through case studies, events, or content creation, giving them a voice not only strengthens their connection to the brand but also highlights their importance in our shared success." - Shalagh Fredericks
The Human Element: Building Trust and Loyalty
The importance of the human element in customer marketing was a recurring theme throughout the discussion. Shalagh pointed out that customers feel more valued when they are involved in content creation or featured in case studies and presentations. This involvement strengthens their relationship with the brand.
Steph Mills added that storytelling plays a critical role in creating narratives that resonate with audiences on a personal level. Even in B2B marketing, where technical details often take precedence, it is the human story that ultimately drives connection and loyalty. The panel agreed that paying attention to customers who may not be vocal but could be at risk of disengaging is crucial for maintaining strong relationships.
"Human stories are what truly connect us with our audience. Even in a B2B context, where technical details often dominate, it's the human element that drives loyalty and engagement, transforming a customer interaction into a lasting relationship." - Steph Mills
Conclusion
The roundtable discussion underscored that successful customer marketing requires a blend of strategic event planning, personalised content, and a strong focus on the human element. Integrating cross-selling strategies, managing complexity, leveraging ABM, and fostering collaboration across teams are also crucial components of an effective customer marketing strategy. By implementing these approaches, B2B marketers can build deeper, more meaningful relationships with their customers, ensuring long-term loyalty and success.
As the market continues to evolve, B2B marketers must continuously adapt and refine their strategies, with a commitment to understanding and meeting customer needs as the cornerstone of their efforts.
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