Marketing can sometimes feel like climbing a mountain – we are always pushing and finding new ways to scale our business. To get to the top of the mountain, however, we have to be ruthless in our process while always learning and testing. In this episode, Tara Robertson, the Head of Customer Marketing at Sprout Social, shares five customer marketing strategies guaranteed to grow your business.
In episode 102, you’ll learn:
- What is customer marketing and what does it look like at Sprout Social?
- What are the KPIs for Sprout Social’s customer marketing team?
- What are some unscalable things they’ve done to reduce churn?
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When you connect the quantitative data and the qualitative research in marketing, that's when the magic in results happen. – @taraerobertson from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet The only way to improve in marketing is to have a growth mindset. Read, educate yourself, and learn. – @taraerobertson from @GrowthToday podcast. Get the full episode 👇 Click To Tweet Across the board for our customer marketing team, the main KPI is Net Dollar Retention (NDR). How do we impact retention and revenue as a team? – @taraerobertson from @GrowthToday podcast. Get the full episode 👇 Click To TweetOur sponsor for this episode
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Key Discussion Points
- [02:55] Tara’s journey to becoming Head of Customer Marketing at Sprout Social
- [06:52] What is customer marketing and where does Tara see it going in the future?
- [09:57] What is the benefit of doing customer research?
- [12:27] What is a customer journey map and how is it useful for customer marketing?
- [16:07] What does the customer marketing team look like at Sprout Social?
- [19:26] What are the success KPIs for Sprout Social’s customer marketing team?
- [23:09] How does segmentation fit into customer marketing?
- [27:11] What are unscalable things that Sprout Social’s customer marketing team doing to make their customers feel special?
- [33:25] Tara’s one piece of advice to customer marketing teams
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About Tara Robertson
Tara Robertson is the Head of Customer Marketing at Sprout Social, and she will share proven strategies that go beyond the traditional customer marketing tactics, as well as tested methodologies that will guarantee you more loyalty, engagement, and growth for your business.
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About Growth Marketing Today
Whether you’re a marketer, founder, or consultant, gain a competitive edge by learning the battle-tested marketing strategies in-detail from today’s smartest marketers such as Rand Fishkin, April Dunford, Hiten Shah, and Val Geisler.
Each week I uncover the proven step-by-step marketing processes and systems from each guest so you can apply the lessons to accelerate the growth of your company.
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