Creating a Customer Journey

Marketing that doesn’t end at a sale

Suzy Matus
Manager, Customer Engagement & Marketing

smatus@salesforce.com
@suzymatus
Suzy Matus
Manager, Customer Marketing

​Alma Mater
​UNC-Chapel Hill
​Major
​Journalism and Mass Communication
​Campus Involvement
​Orientation Buddy, The Daily Tar Heel, Big Sister

120%
Passionate about
Customer Success
Why Focus on
Customer Marketing?
It’s 50% easier to sell to existing clients
than to new clients.
Marketing Metrics, 2010
80% of future revenue will come from
just 20% of your existing clients
Gartner Group
The Business Opportunity is Big

Up Sells Cross Sells Renewals Referrals

Define the Customer
Experience
Customer Marketing Comes in Many Shapes and Sizes

1:1 Engagements 1:Many Engagements Account Opportunities

Press Engagements ​Speaking Engagements ​Product Add-Ons

Analyst Engagements ​Customer Stories ​New Product Launches
Sales Reference Calls ​Blog Features ​Product Adoption
​Events
3 Pillars of the Pardot Customer Marketing

Product Adoption B2B Marketing Pardot Product

Technology Stack Advocacy
Advocating Adoption
Create Customer Specific Campaigns
​Support new features and product launches

​Message Alignment
​Customer Focused Assets
​Communication at Scale
Use Automation to Simplify Repeatable Processes
​Ramping up new customers at scale

2 Days 5 Days 5 Days

5 Days

Assign account to the

Pardot Client
Advocates (ongoing
account engagement) 73 Days
Defining the Tech Stack
Understand the Technology Gaps
​Communicate the products that might fit

Message Alignment
Needs Based Campaigns
Customer Segmentation
​ CRM + Pardot
Creating Customer Advocates
Finding Ways for Advocates to Shine

Customer Advisory Co-Marketing Community

Customer Marketing is a
Team Sport
Find the Right Resources to Be Successful

Supportive Technology Aligned Teams Trailblazer Customers

​Client Success
​Sales
​Renewals
​Marketing
​Executive
Thank Y u