Best Practice Report

Customer Marketing Connects The Dots For Customer-Obsessed Companies

B2B Organizations Turning Attention To Growth And Retention Of The Customer Base Should Empower Customer Marketing

April 18th, 2022
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
With contributors:
Rick Parrish , Caroline Robertson , Lisa Nakano , Miriam ElKorchi , Shayna Neuburg

Summary

Customer marketers are responsible for developing loyalty within the customer base, activating the voice of the customer, creating conditions for robust customer advocacy, and supporting expansion in existing accounts. Working closely with a range of marketing, sales, and product functions, they have ample opportunity to align the organization around the postsale experience and guide evolution toward becoming customer obsessed. This report identifies specific areas of focus and recommends actions to ensure the customer marketing function is optimized to help the company achieve growth, retention, employee engagement, and other benefits of customer obsession.

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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.