How To Report

How To: Customer Marketing Design And Deployment

September 28th, 2020
Lisa Nakano, null
Lisa Nakano


Customer marketing in a B2B organization is tasked primarily with driving loyalty, activating customer advocates, and implementing the voice of the customer. As B2B organizations increasingly focus on the post-sale journey, customer marketing continues to evolve and scale. Organizations must consider interlocks with the marketing team and other customer-facing roles to ensure a consistent customer experience. Use this toolkit to help build the strategy for a new customer marketing team, validate the current state and growth plans for an existing team, and for guidance or validation on the roles, responsibilities, and appropriate KPIs of team members.

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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.