Tools for success in single-product vs. multi-product environments

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59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-exclusive-content tag-article "> <section class="post-full-content Exclusive content"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-10-18">18 October 2024</time> <span class="reading-time">11 min read</span> </section> <h1 class="post-full-title">Tools for success in single-product vs. multi-product environments</h1> <section class="post-full-meta"> <a href="/tag/exclusive-content/">Exclusive content</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/cate/"> <img class="author-profile-image" src="/content/images/size/w300/2023/05/1675740058115.jpeg" alt="Cate Vanasse" /> <section class="author-card-content"> <h4 class="author-card-name">Cate Vanasse</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/10/Tools-for-success-in-single-product-vs.-multi-product-environments.png);"> </div> </header> <script> inArticleAdListDisabled = true; </script> <div class="post-content"> <p> <p><em>This article comes from Cate Vanasse’s insightful talk at our Customer Marketing Summit in Boston 2024, check out her </em><a href="https://www.customermarketingalliance.com/customer-marketing-summit-boston-2024/" rel="noreferrer"><em><u>full presentation</u></em></a><em>.</em></p><hr><p>Mastering the complexities of marketing for multiple products is essential for driving business success. </p><p>I’m Cate Vanasse, Director of Global Customer Marketing at Talkdesk (and formerly at Cisco), and throughout my career, I’ve developed a keen understanding of what it takes to succeed in both single-product and multi-product environments. </p><p>Whether you're shifting from marketing one product to many or balancing diverse product lines, prioritization, and strategic dexterity are crucial. </p><p>In this article, I’ll share the key strategies and tools that have helped me thrive, from segmentation and targeting to leveraging the voice of the customer and focusing on the entire customer experience.</p><h2 id="defining-customer-marketing">Defining customer marketing</h2><p>When I think about <a href="https://www.customermarketingalliance.com/customer-marketing-framework/"><u>customer marketing</u></a>, I always categorize it into three main pillars:</p><ol><li><strong>Voice of the</strong> <strong>Customer</strong> – This includes initiatives like advisory boards, briefing centers, insights, and NPS (Net Promoter Score).</li><li><strong>Advocacy</strong> – People often associate customer marketing with <a href="https://www.customermarketingalliance.com/customer-advocacy-and-its-development-in-2024/"><u>advocacy</u></a>, such as case studies, testimonials, and references. But it goes far beyond that, encompassing the development of evidence to support the brand.</li><li><strong>Lifecycle management</strong> – From onboarding, upsell, cross-sell, and renewals, lifecycle management ensures the customer’s journey is supported and optimized every step of the way.</li></ol><p>Depending on the role, your focus may vary—sometimes it's all three pillars, while in other cases, it may be just one or two.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/customer-marketing-framework/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer marketing framework</div><div class="kg-bookmark-description">For each of the five fundamental stages: Lifecycle and governance, educate, engage, understand, and expand, we’ve unpacked each of the cogs to arm you all the info needed to boost your understanding of pivotal topics, as you and your team strive to create something truly memorable.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2024/08/CMA_Meta_Images_Framework-1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="prioritization-and-focus">Prioritization and focus</h2><p>When you’re faced with limited resources—whether it's one hour or one dollar—prioritization becomes crucial. </p><p>The question is, how do you make the right decisions on where to invest that time and money? This is where we turn to tried and true marketing fundamentals to guide us.</p><p>One of the key strategies in this process is <a href="https://www.customermarketingalliance.com/ultimate-guide-to-customer-segmentation-the-what-why-and-how/"><u>segmentation</u></a>. While this is a complex topic that could easily fill an entire course of study, I'll touch on some high-level considerations to get you started.</p><p>First, think about your total addressable market. Who are all the potential customers that might need your product? More importantly, do they have the means and ability to purchase it? This broad view helps you define your starting point before narrowing down your focus.</p> <aside class="gh-post-upgrade-cta"> <div class="gh-post-upgrade-cta-content" style="background-color: #FF4DD8"> <h2>This post is for paying subscribers only</h2> <a class="gh-btn" data-portal="signup" href="#/portal/signup" style="color:#FF4DD8">Subscribe now</a> <p><small>Already have an account? <a data-portal="signin" href="#/portal/signin">Sign in</a></small></p> </div> </aside> </p> </div> <aside class="post-upgrade-cta"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Can't see the rest? Become a member for full unrestricted access</h2> <p class="post-upgrade-cta-desc"> This page along with a variety of our other content is exclusive to Customer Marketing Alliance members. Join the tribe to unlock this page and much more including on demand videos, templates, articles, and forums. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> </div> <p><small>Already a member? Awesome. <a href="/signin/">Sign in</a></small></p> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/cate/"> <img class="author-profile-image" src="/content/images/size/w300/2023/05/1675740058115.jpeg" alt="Cate Vanasse" /> <section class="author-card-content"> <h4 class="author-card-name">Cate Vanasse</h4> <p>Director of Global Customer Marketing at Cisco Meraki</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/exclusive-content/">Exclusive content</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Revolutionizing-storytelling-through-remote-video-capture.png" alt="Revolutionizing storytelling through remote video capture" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <header class="post-card-header"> <h2 class="post-card-title">Revolutionizing storytelling through remote video capture</h2> </header> <section class="post-card-excerpt"> <p>Revolutionizing storytelling through video is about more than just crafting compelling content—it’s about connection, authenticity, and relevance. 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