Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

The Untapped Potential of Customer Marketing: Boosting Success and Upsells

15 Aug 2023 · 1 min

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Jason M. Lemkin argues that most companies underinvest in customer marketing. He recommends allocating part of marketing (e.g., an 80/20 split: 80% toward new-customer acquisition, 20% toward existing-customer programs) and using activities like webinars, emails, drip campaigns, and content focused on customer success to drive upsells and retention. He notes larger orgs may hire a head/VP of customer marketing, but smaller teams can reallocate budget and run customer-focused campaigns themselves.

Questions this video answers

About 80% to new-customer acquisition and 20% to existing-customer (customer marketing).

August 15, 2023.

Chapters

But almost none of us do enough customer marketing. Almost none of us do it. Your efforts, your money, your activities. From webinars to emails to drip campaigns to content marketing that is focused not on getting you new customers, but on keeping your existing customers happy, successful, and enabling them to be even more successful. Customer marketing works the more you do it. It helps with upsells. What is it? Do I need a VP of customer marketing? Well, maybe most bigger marketing departments will have a head of customer marketing, but in the short term, just you can do your best by dividing your marketing budget up and say, like, hey, I want 80% of my money and time and effort in marketing going to new customers and 20% going to my existing customers. How many drip campaigns and emails are to help my existing customers.