Summary
Many organizations realize the value of nurturing their existing user base versus focusing exclusively on fueling the demand creation engine. Consumers expect 24/7 support, and subscription or recurring-revenue models are becoming the norm, and this carries over into the B2B space. By leveraging the customer marketing function and its activities, an organization can attain efficiencies, drive a nurturing relationship to reduce customer churn, increase loyalty to help drive growth, and increase customer advocacy. In this case study, we describe how Oracle Marketing Cloud used customer marketing to drive a cohesive post-sale engagement model for its customers.
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