Customer marketing is a revenue engine. I've built it.

Building the Digital Lifecycle Motion from the Customer Journey Up

The team inherited a post-sale experience without a mapped journey, no coordinated digital touch, and no structured way for Marketing to support adoption at scale.

Approach

We partnered with CS on a customer journey mapping exercise that gave the team a clear view of where the experience was working and where it wasn't. That clarity became the foundation for everything. Instead of building in every direction, we prioritized trial first and the team became the internal voice of the customer experience, translating what we learned into a coordinated digital motion across in-app notifications, feature sequencing, and personalized engagement. Every program that followed was a direct output of that journey work.

Outcomes

• →Trial program: 2.2× login likelihood, 13% conversion lift among engaged users
• →Enterprise ABM onboarding: 33% conversion rate vs. 8% baseline
• →Digital renewal program: 100% renewal rate maintained on at-risk accounts
• →Tech touch program running at scale and aligned across Marketing, CS, and the revenue org

Finding the Right Customers to Grow With — A Cross-Functional Campaign Motion

At Anaplan, the growth opportunity was in the existing customer base — but there was no process for identifying which customers to engage, with what message, or how to coordinate across Solutions Marketing, Product, and the revenue organization around a shared goal.

Approach

Working cross-functionally without a dedicated team, I partnered with Solutions Marketing on segmentation and messaging, defined the data and personalization logic that made campaigns specific rather than generic, built a new process for customer-specific campaign execution, aligned and enabled the revenue organization, and partnered with Product to ensure the right features were highlighted for each segment at the right moment.

Outcomes

• →64% increase in customer engagement across lifecycle campaigns
• →124% uplift in new feature adoption among existing customers
• →35.6% increase in web engagement among targeted account segments
• →Exceeded pipeline contribution targets through coordinated journey touchpoints
• →Established a repeatable process for customer-specific campaign execution

Building the Advocacy Engine: Infrastructure, Team, and Scale

When the team started at AlphaSense, there was no shared understanding of what customer marketing was or why advocacy mattered. No tech stack, no identification process, no way to show business impact. Building the program meant first building the case for it internally.

Approach

Started by establishing cross-functional alignment on what customer marketing meant at AlphaSense and why customer voice was a business priority. Built and led a team of three, developed the tech stack and identification process to recruit the right customers, enabled the team to build and execute programs, and enabled the broader organization on how to partner with customers. Built the reporting and attribution system that allowed the team to show impact and scale without losing relationship quality.

Outcomes

• →Customer speakers: scaled from 2 to 29 active advocates
• →750 global advocates enrolled. 200% above target across three regions
• →100% fulfillment of all advocacy and reference requests in 2025
• →1:6 ask-to-engagement conversion from recruiting the right customers, not the most willing
• →Peerbound: 2 days → 30 seconds proof search, 2× sales engagement, 80% fewer reactive requests
• →Advocate accounts: 3.5× higher ARR, 92% monthly active usage vs. non-advocate baseline

Customer Marketing Beyond Advocacy: Drive Revenue

The RevRoom — Inverta

A conversation about why customer marketing has to stop being a support function and start owning the revenue conversation — and what that actually looks like in practice.

Amplifying Advocacy for Lasting Impact

Customer Champions

On the tension between scaling with technology and keeping the human element alive — and why the companies getting this right are the ones investing in both.

Customer Marketing as a Revenue Driver

PEERBOUND

Talking through how lifecycle strategy and advocacy work together — and the organizational alignment that makes neither one possible without the other.