Best Practice Report

Building A Customer Marketing Function

January 1st, 2018

Summary

B2B organizations are challenged to support existing customers with a systematic approach that drives retention, loyalty, advocacy, growth and community participation. A well-designed customer marketing function includes high-value customer interactions such as surveys, events, and briefings while identifying high-impact references and managing customer advocate participation. This report will illustrate why and how marketing managers should consistently measure the business impact of their customer marketing efforts.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.