Best Practice Report

Customer Marketing: Staffing Considerations

July 24th, 2020

Summary

The customer marketing function plays a pivotal role in engaging existing customers, activating customer advocates, and implementing voice-of-the-customer programs. In less mature B2B organizations, these responsibilities may be formally or informally carved out of demand marketing, account management, and other functions. As retention and growth from the customer base receive increased focus, organizations should consider formalizing a standalone customer marketing function.

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