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Engagement, retention & advocacy rule the roost

Traditionally, customer marketing has been an under-funded, under-valued and under-appreciated function on the marketing team, especially compared to its counterparts such as demand generation and content marketing. Today, however, new benchmark research released by Influitive, the advocate marketing experts, reveals that customer marketing is becoming increasingly important.

The study, entitled 'Move Over Leads', developed in conjunction with global marketing research and advisory firm Demand Metric, identifies five big trends for the future of customer marketing and how it can help generate scalable, repeatable revenue from existing customers:

1. Customer marketing is on the rise
   Formerly something of a "backwater" of the marketing organisation, customer marketing is on the rise: 84% of the participants in this study say customer marketing will become more important over the next year, and 69% plan to increase their investment in customer marketing staff, budget or other resources.
2. Customer marketing is key to achieving revenue goals
   Almost every organisation in this study affirmed the importance of customer marketing as a strategy for achieving revenue goals, even though just half were satisfied or very satisfied with the results of their current efforts.
3. Not all customer marketing efforts are equally effective
   Although more organisations report using tactics such as customer events, reference programmes and communities, those that emphasize customer satisfaction programmes, customer referral programmes and renewal campaigns - the three least frequently used activities by the full survey sample - are actually realising a greater revenue impact from their efforts.
4. Customer marketing success means greater satisfaction
   Those companies whose customer marketing efforts result in moderate to significant revenue impact are almost twice as likely to report customer satisfaction at the highest level. In contrast, those companies whose Customer Marketing efforts produce no or minor revenue impact are more than twice as likely to report customer satisfaction at neutral or worse.
5. Combining it with a customer advocacy programme
   Demand Metrics' chief analyst Jerry Rackley recommends creating a customer advocacy programme built around the customer marketing activities that generate the greatest revenue impact, namely customer satisfaction and referral programmes, and ongoing engagement to ensure renewals.

"We know from this study that most organisations feel that Customer Marketing is an important strategy for achieving revenue goals," concluded Rackley. "However, just under half are satisfied or very satisfied with the results of their current efforts. There is plenty of room for improvement, and the study provides compelling reasons for investing in making customer marketing perform better. The value of this benchmark study is that it identifies some best practices that will help organisations get a real revenue impact from their Customer Marketing efforts."

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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