Amie Stephens

"The first thing to understand is that all customers are looking for more than a product..." In this episode, we talk to Jennifer Susinski about her understanding of customer advocacy as a customer advocacy and experience manager for over seven years....

Constructing a narrative to communicate a message to an audience is one of the backbones of marketing. A gripping story can be used in all sorts of ways, by customer marketers, product marketers, sales, and everyone in between....

While marketing science, or consumer psychology as it is sometimes known, is a mammoth subject in and of itself, this article aims to cover some key principles relevant to customer marketing....

Although often represented in linear form, the reality is that there are often cycles or skipping across the journey. It’s key to mention that each consumer will approach this journey differently - this is why personas are at the heart of customer journey work....

Customer marketers and product marketers will often make reference to the cross-functional nature of their role - it’s something that’s critical to ensure that the customer is at the beating heart of an organization....

So, let’s dive in - what exactly is customer marketing? The truth of the matter is, is that it really looks quite different depending on an organization, and its internal structure and goals....

As customer marketers often fall under different teams or departments depending on an organization, it can be tricky to pin down their ‘typical’ activities. What we can be sure of are the valuable qualities that they possess and the key strategic responsibilities they drive forward....

You’re at the checkout process on a website, a message comes into view ‘have you forgotten this?’ or ‘customers also purchased x y or z’. This is a tried and tested cross-selling strategy - it encourages customers to buy additional, or ‘’add-on’ purchases....