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#20 Executive Advocacy, ABM & CLM, Expansion, Customer Scoring, Jobs & Slack

Learn from several experts in the CMA space on some of the most important topics of the year.

May 24, 2023

What’s going on in the Customer Marketing & Advocacy world?

Upcoming Events

Open Discussion this Friday at 2PM EST - Bring your insights, wins, and obstacles.

Job Search support call - Tuesdays 2PM EST

Great Content You Should Check Out

I’m adding all events, transcripts, summaries, and quotes to the website.

Creating an Executive Sponsorship Program for Advocacy with C-Level Buy In by Ciana Abdollahian: This blog post was curated from her call on the program in March 2023 - Recording here (must login)

Your Reference Workflow by Frank Advocacy; Alexie Glover & Orca’s Andru Creighton

Selling through the rest of 2023 (can be read for Expansion, too). Chris Orlob

Calls You Missed

Today we had a great call on References so watch out for the recording on the CMAweekly.com website.

Lauren Sanborn shared on CMAweekly Fridays on Customer Scoring for Expansion

This is already a popular call with Lauren sharing the strategy for this program, the obstacles, adjustments needed and results for using CMA to approach Expansion. She includes:

  • Identifying Customer Signals for Expansion

  • Sales Processes and Customer Engagement

  • Improving Sales and Marketing Alignment

  • Coordination and Incentives in Upselling

  • Marketing Attribution and Metrics

Access the recording and additional assets here (you will have to sign up/login)

Vendor Speed-Dating with Captivate Collective - Everyone was there!! 

I think you’ll specifically appreciate: New Vendors to the space, Agency service providers, a bit on Communities :), Courses, and a breakdown of categories.

Here are the links to the various vendors

Debunking the Mega Myths of Customer Marketing by SlapFive

Jeff Ernst discusses 5 topics for CMAs to consider:

  1. Question Established Practices: Make sure you are doing things for the right reasons, not just because the last person did it.

  2. The Problem with Case Studies: Buyers want authentic, first-person experiences rather than polished narratives.

  3. Think of how Buyers use Peer Review Sites: They pay close attention to one and two-star reviews, looking for red flags or experiences that align with their concerns.

  4. Beyond Brand Name Recognition: You might not need a brand name if you can make alignments based on customer proof, demographics & psychographics.

  5. Overcoming Hurdles in Customer Testimonials: Focus on personal success stories or securing limited distribution, instead of passing on the story.

Influitive hosted Customer Spotlight Webinar: Building an Enterprise Community Strategy featuring AWS

This is definitely a video for large corps that want to engage their customers across multiple communities and how to build the strategy for these communities, their engagement, and advocacy within them.

What I really like is the change management discussed for unifying the community strategy. Customer marketing & Advocacy requires a lot of engagement with other teams. We need to collaborate to reach our goals and company goals but it’s not usually a simple task.

SaaStr Customer Marketing Strategies Guaranteed to Grow Your Business with Bitly CMO Tara Robertson

Job Openings

Director of Customer Marketing (Remote) at Hinge Health

Other Job news:

Signifyd seems to still be hiring for Customer Marketing while the ads have been up for several months.

Logic Manager is hiring for a Customer Advocate but the position is really a sales AE position.

Multiple roles are being shopped around by agency recruiters for customer marketing and advocacy. So far, I’ve seen these positions starting from $28 per hour up to $38.

And, as always, check out Barbara Thomas’ LinkedIn for regular job shares.

And, finally!!!!!