Episode 1: 3 Quick Lessons from 6 years in CMA
Includes helpful tips and slides
Over the past 10 years I have been working in B2B SaaS and for the past 6 years in Customer Marketing & Advocacy. I wanted to share some of my beliefs and learnings over the years. (Mostly so you can get your job done faster and avoid challenges.)
I’ve been marketing to marketers my entire career. When I started at Marketo in 2012 as an SDR intern I was 30 years old. Yes, I was a 30 YEAR OLD intern! No shame in my game, I was the hungriest on the team, but absolutely sucked at it. To this day, it was the hardest job I’ve ever had.
When I moved into selling Professional Services (LI post about how I got company wide recognition and got hired in PS) I got to work closely with the customer base and the Sales team. I was jumping on calls w/ prospects and selling larger onboarding services.
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Which leads me to lesson #1:
WORKING CROSS-FUNCTIONALLY:
As you know, CM&A benefits so many departments. I usually go on tour when I first start a new job and present those benefits for each department separately AND how they can get involved. Below you will find a slide that outlines the Customer Marketing benefits for Sales, CS, Product, & the larger Marketing Department and how they can help you be successful:
It is important to reiterate time and time again the benefits of your programs for each department you work cross–functionally with.
One more thought on working with Sales in particular…
Sales folks care about one thing, closing deals. When you are talking to a sales person only position the benefits for them. Whenever you are creating a program for sales (Reference Program, Customer facing content, Pocket Stories Program, etc) create it with them. Make them feel a part of building it so they are less likely to go rogue because THEY BUILT it with you. Why would anyone deviate on a process they help build? (LinkedIn post on way more details)
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The next thing I learned was a great life lesson. When in doubt, just be you! No one needs the corporate version of you. YOU ARE ENOUGH.
I can now admit that I didn’t know a thing about Marketing Automation at Marketo. I just didn’t get it sooooo I leaned heavily on my personality to over compensate for the lack of knowledge of the product.
Which leads me to my next lesson…
BUILDING REAL RELATIONSHIPS
I broke records selling services at Marketo. I started the conversations with real life topics (where are they in the world, weekend plans, kids, dogs). When they needed more services I wanted them to feel like they were calling a friend up. I’ve continued this approach in Customer Marketing and Advocacy. I know my customers pivotal life celebrations, fertility plans, what they are working out in therapy, you name it, we talk about it. Obviously at some point I start talking about work. I like start the relationship off my doing something for them.
I ask them:
Can I feature you and your company in a customer spotlight that goes out to 900 SaaS companies?
Is there any piece of content I can create for you?
Anything I can unblock for you?
Pair that with thoughtful gifts and the exclusivity of my advocate program and I’m building REAL human connections.
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The last lesson over these 6 years in an obvious/not so obvious when you are heads down building is…
ALWAYS BE ADVOCATING FOR YOUR ADVOCACY PROGRAM
Advocate, market, and promote your Advocacy Program frequently.
The Sales pitch deck (See below)
Employee onboarding
Customer facing onboarding deck
Train CSMs to pitch your program during calls & renewal conversations
Join an all hands once a quarter to promote/give updates on progress or educate the company on what customers are doing with your platform.
Become the face of customer stories and success. People love the bearer of good news! 👏
Next week I’ll be helping anyone who is interviewing for a CMA role with a 30-60-90 day planning asset!
See you on Saturday. Bring your coffee. I’m a 2 stevia with half & half type a girl!~
Love your CMA,
Leslie
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This is super helpful Leslie! Thank you very much.