ey @Anonymous great question!
Lead generation/conversion is the fundamental focus of a lot of marketers because its how they drive revenue for their business. As a customer marketer, driving revenue (1) looks a little different for me, and (2) is only one part of my goals.
The three pillars of our customer marketing team are Engagement, Advocacy and Revenue. My role is then to build communication strategies that support each of these pillars. Because I support a variety of goals- the results that I focus on are highly dependant on the TYPE of email I’m sending.
Engagement
Enable customers to see growth with HubSpot and our products.
Example: Creating automated onboarding resources for customers to support their early experience with HubSpot.
Results: Focus on engagement with the HubSpot product and self-reported satisfaction with HubSpot.
*The important thing to note is that engagement is the central pillar of our customer marketing strategy, only by showing your customers TRUE value can you create advocates and customer revenue
Advocacy
Enable our happiest customers to be our best marketing team
Example: Focusing on moments when our customers are seeing success, and encouraging them to write a review for HubSpot at that point
Results: % of customers who are advocates or review success
Revenue
Driving revenue by improving retention and showing value of other products to your customer base
Example: Surfacing products to customers that are a good-fit for their usage
Results: Increased retention or revenue from the customer base