The Elements of Customer Marketing: Exploring Key Strategies

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20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 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60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 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-affiliates-and-referrals tag-brand-storytelling tag-customer-advocacy tag-customer-and-market-research tag-customer-collaboration tag-customer-journey tag-customer-marketing tag-customer-research tag-customer-segmentation tag-customer-retention tag-article "> <section class="post-full-content Affiliates and referrals"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-07-13">13 July 2023</time> <span class="reading-time">20 min read</span> </section> <h1 class="post-full-title">The elements of customer marketing: Key strategies and tactics glossary</h1> <section class="post-full-meta"> <a href="/tag/affiliates-and-referrals/">Affiliates and referrals</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/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</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/2023/06/almos-bechtold-GFgWx3o8bTI-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <a rel="noopener" target="_blank" href="https://www.customermarketingalliance.com/content/images/size/w1000/2023/07/CMA_Periodic_Table_Colour_meta.jpg"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2023/07/CMA_Periodic_Table_Colour_meta.jpg"> </a><p></p><p></p><div class="kg-card kg-button-card kg-align-center"><a href="https://product-marketing.docsend.com/view/syc5b43ctwdvn34u?ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Get the poster in A3 size</a></div><p></p><hr><div class="kg-card kg-button-card kg-align-center"><a href="https://product-marketing.docsend.com/view/wvuha8sagi7r4qwa?ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Get the post in 24" x 18" size</a></div><p></p><p>Customer marketing is a science. Along with needing to do research, conduct experiments, and prove findings, customer marketing also has its fair share of specific concepts and lingo you'll have to learn. </p><p>Here you'll find Customer Marking Alliance's comprehensive and close-to-complete customer marketing glossary table. While the dictionary of customer marketing lingo will always be expanding as the role evolves, here's what we have so far:</p><h2 id="factors-affecting-approach"><strong>Factors affecting approach:</strong></h2><h3 id="sssaas">Ss - SaaS</h3><p>SaaS, or Software as a Service, is a business that offers software as their product, and is usually provided on a subscription basis. Some SaaS customer marketers may use, are platforms that enable them to streamline and automate various marketing processes, such as email marketing, <a href="https://www.customermarketingalliance.com/five-ways-saas-companies-can-leverage-their-happy-customers/">customer relationship management</a> (CRM), analytics, and more.</p><h3 id="phphysical">Ph - Physical</h3><p>This refers to businesses that produce physical products </p><h3 id="b2bbusiness-to-business">B2B - Business to business</h3><p>(B2B) Businesses that cater toward other businesses.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/the-b2b-roadmap-to-an-engaged-successful-and-happy-customer/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The B2B roadmap to an engaged, happy customer</div><div class="kg-bookmark-description">When you think of the three keywords in the title – engaged, happy, successful– which one seems the most significant?Actually, the only one that really matters is success. Once you have a strong roadmap for customer success, those other traits will naturally follow.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Sarah Li</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/B2B-roadmap-for-a-happy-customer--1--1.jpg" alt=""></div></a></figure><h3 id="b2cbusiness-to-customer">B2C - Business to customer</h3><p>(B2C) Businesses that cater toward individual customers rather than organizations. </p><h3 id="b2hbusiness-to-human">B2H - Business to human</h3><p>(B2H) This is a concept that is consciously chosen by companies to emphasize the <a href="https://www.customermarketingalliance.com/from-b2b-to-b2h-building-customer-connection/">importance of catering to the individual</a> rather than a customer segment or organization. </p><h3 id="sustart-up">Su - Start-up</h3><p>A start-up is a company in the <a href="https://www.customermarketingalliance.com/how-to-establish-a-strong-customer-marketing-strategy-as-a-startup/">early stages of development</a>, often driven by a small team or individual entrepreneur.</p><h3 id="scscale-up">Sc - Scale-up</h3><p>Once a business has successful passed the start-up faze, they are now in a stage of significant growth in terms of revenue, customer base, and market presence. This is scale-up. </p><h3 id="ggrowth">G - Growth</h3><p>Growth is when a business is experiencing an increase in customer acquisition, retention, and revenue for a business.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/podcast/cetiera-carmona-five-types-of-customer-data-to-leverage-during-the-growth-stage-of-the-customer-journey-customer-marketing-catch-up/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Cetiera Carmona | Five types of customer data to leverage during the growth stage of the customer journey | Customer Marketing Catch-up</div><div class="kg-bookmark-description">In this episode of Customer Marketing Catch-up, we talk to Cetiera Carmona, Senior Manager, Customer Growth at BigCommerce, about the five types of customer data to leverage during the growth stage of the customer journey.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/06/9.png" alt=""></div></a></figure><h3 id="eenterprise">E - Enterprise</h3><p>Enterprise refers to a large-scale organization known for their complex structures, resources, and capabilities.</p><h3 id="clcustomer-led">Cl - Customer-led</h3><p>Customer-led is a an approach where the needs, preferences, and feedback of customers play a central role in shaping your businesses strategies and initiatives. </p><h3 id="slsales-led">Sl - Sales-led</h3><p>Sales-led businesses have the primary focus on generating revenue and driving sales.</p><h3 id="plproduct-led">Pl - Product-led</h3><p>A product-led approach focuses on providing the best product experience. Your product or service will take a central role in driving customer acquisition, engagement, and retention.</p><h3 id="b2dbusiness-to-developer">B2D - Business to developer</h3><p>(B2D) Businesses that specifically cater toward developers. </p><h2 id="skills-of-a-strong-customer-marketer">Skills of a strong customer marketer:</h2><h3 id="ccommunication">C - Communication</h3><p>Communication can refer to the ease and ability to form and maintain a dialogue both internally and externally. <a href="https://www.customermarketingalliance.com/3-points-to-help-you-engage-your-customers-with-effective-communication/">Effective communication in customer marketing</a> specifically wants to fostering positive relationships to support growth through retention and advocacy. </p><h3 id="emempathy">Em - Empathy</h3><p>Empathy is one of the most important skills for a customer marketer to form meaningful connection with customers, so it's crucial to understand their needs and motivations.</p><h3 id="spstrategic-planning-skills">Sp - Strategic planning skills</h3><p>Strategic planning is crucial for leveraging customer collaboration and solving problems. This is a skill that uses past experiences to inform new strategies.</p><h3 id="psproblem-solving">Ps - Problem-solving</h3><p>This skill involves effectively addressing position-specific challenges and learning from them for future solutions.</p><h3 id="ctcreativity">Ct - Creativity</h3><p>Customer marketers must have creativity in order to generate innovative ideas, concepts, and strategies that engage and resonate with customers.</p><h3 id="coccontent-creation">COC - Content creation</h3><p>Customer marketers produce and develop valuable, relevant, and engaging content to attract, inform, and engage the target audience.</p><h3 id="cwcopywriting">Cw - Copywriting</h3><p>Copywriting in customer marketing is the art and skill of crafting persuasive and compelling written content that resonates with the target audience.</p><h3 id="cncollaboration">Cn - Collaboration</h3><p>Collaboration for customer marketing is the act of partnering and working closely with internal teams, stakeholders, and even customers to create content, campaigns, and initiatives.</p><h3 id="dadata-analysis">Da - Data analysis</h3><p>Data analysis involves examining and interpreting customer-related data to gain insights and make informed marketing decisions.</p><h3 id="pmproject-management">Pm - Project management</h3><p>Project management is the practice of planning, organizing, and executing marketing initiatives to achieve specific goals</p><h3 id="lleadership">L - Leadership</h3><p>Customer marketers should have the skill of creating a leadership style that guides, inspires and influences the team towards achieving marketing objectives.. It involves setting a clear vision, providing strategic direction, and empowering team members to excel in their roles.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/podcast/katie-meeker-vital-leadership-skills-you-need-when-structuring-your-marketing-teams-leadership-accelerator-program/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Katie Meeker | Vital leadership skills you need when structuring your marketing teams | Leadership Accelerator Program</div><div class="kg-bookmark-description">In our second episode of Learning with Leadership: A Customer Marketing Podcast, we talk to Katie Meeker, Director of Customer Marketing at ICIMS, about the vital leadership skills you need when structuring your marketing teams.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/04/Copy-of-CMA_Leadership_Accelerator_Podcast_Assets_--1-.png" alt=""></div></a></figure><h3 id="ororganization">Or - Organization</h3><p>Organization is how you <a href="https://www.customermarketingalliance.com/the-marketing-organizational-structure-where-does-customer-marketing-fit/">structure your marketing</a> activities, resources, and processes to achieve desired outcomes. </p><h3 id="agagility">Ag - Agility</h3><p>Agility in marketing is your company's ability to quickly and effectively adapt to changing market conditions, consumer behaviors, and emerging trends.</p><h3 id="prprioritization">Pr - Prioritization</h3><p>ranking the order of marketing tasks, initiatives, and objectives by importance and urgency.</p><h3 id="mtmultitasking">Mt - Multitasking</h3><p>The ability to work on multiple objectives at once without having to compromise. Its a careful balancing of resources and efforts to acheive effective ROI for all projects.</p><h3 id="rbrelationship-building">Rb - Relationship building</h3><p>This is one of the most important skills for a customer marketer. Bruilding relationships will help foster customer loyalty, retention, and increase overall customer lifetime value. It involves nurturing these relationships based on trust, communication, and mutual value.</p><h3 id="ooptimism">O - Optimism</h3><p>Maintaining a hopeful and confident attitude despite challenges and setbacks is a valuable trait of a customer marketer. Such an outlook will fuel creativity, resilience, and the ability to see potential opportunities.</p><h3 id="huhumility">Hu - Humility</h3><p>Humility is the quality of approaching marketing with a modest and open mindset, recognizing that there is always more to learn and discover.</p><h3 id="papassion">Pa - Passion</h3><p>Passion for customer marketers involves a deep connection and commitment to understanding and meeting customer needs and desires.</p><h3 id="hholistic">H - Holistic</h3><p>A <a href="https://www.customermarketingalliance.com/heres-why-all-customer-marketers-should-be-aiming-to-build-a-holistic-customer-advocacy-community-2/">holistic approach to customer marketing</a> involves taking in a 360-degree view of the customer, considering their needs, preferences, and interactions across various touchpoints with the aim to create a seamless and consistent customer experience.</p><h2 id="customer-organization-tools"><strong>Customer organization tools:</strong></h2><h3 id="sgcustomer-segmentation">Sg - Customer segmentation</h3><p>This involves dividing the customer base into distinct segments to better understand their unique needs, motivations, and purchase patterns based on shared characteristics, behaviors, and preferences.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/ultimate-guide-to-customer-segmentation-the-what-why-and-how/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Ultimate guide to customer segmentation.</div><div class="kg-bookmark-description">Customer segmentation is a tool used by businesses that sorts and categorizes your existing customers by certain characteristics. This tool has a multitude of benefits, which we’ll be going over in this comprehensive guide.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2022/06/dil-8OECtq8rrNg-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="gsgeographic-segmentation">Gs - Geographic segmentation</h3><p>Geographic segmentation divides your target market based on different geographical areas. It helps you tailor you strategies and offers to better suit the specific needs and preferences of people in each location. </p><h3 id="bebehavioral-segmentation">Be - Behavioral segmentation</h3><p>Behavioral segmentation categorizes your customer base depending on their observable behaviors and actions. It involves analyzing things like purchase history, product usage, website interactions, and response to marketing campaigns. </p><h3 id="pypsychographic-segmentation">Py - Psychographic segmentation</h3><p>Psychographic segmentation is when businesses categorize their target market based on shared personality traits, values, interests, attitudes, and lifestyles. It helps them understand what makes people tick and craft marketing messages that resonate with their unique mindset and preferences.</p><h3 id="msmarket-segmentation">Ms - Market segmentation</h3><p>Market segmentation slices up your market based on things like age, location, or interests. Think of it as breaking down a big crowd into smaller squads for a more personalized approach. Market segmentation can include things like geographic, psychographic, and behvaioral segmentation within it.</p><h3 id="dsdemographic-segmentation">Ds - Demographic segmentation</h3><p>This segmentation is based on characteristics like age, gender, income, and education. This'll ensure your products and messages are reaching the right crowd. </p><h3 id="ppersonas">P - Personas</h3><p>Personas are fictional characters that represent different types of customers. They can be used to <a href="https://www.customermarketingalliance.com/prioritizing-personas-as-an-investment-in-building-a-comprehensive-lifecycle-framework/">represent different segments of your audience</a>. Giving these groups names, personalities, and needs, means you can start to imagine who you're selling to make strategies that connect with real people. Remember that personas will not work at the individual level.</p><h3 id="ttarget-audience">T - Target audience</h3><p>The<a href="https://www.customermarketingalliance.com/how-to-understand-your-target-audience/"> target audience is the specific group of people</a> that your team aims to reach with its strategies and messaging. It's like the bullseye of your marketing efforts.</p><h3 id="upuser-persona">Up - User persona</h3><p>User personas are a more specific part of personas. These are personas created with only your product users in mind. By fleshing out these personas you can make better decisions for your existing customers.</p><h3 id="bpbuyer-persona">Bp - Buyer persona </h3><p>Buyer personas fictional representation of an ideal customer. This'll encompass key characteristics, behaviors, motivations, and preferences of a target audience segment. Unlike user personas, buyer personas cover both existing and potential customers. </p><h2 id="core-marketing-variations"><strong>Core marketing variations:</strong></h2><h3 id="cmcustomer-marketing">Cm - Customer Marketing</h3><p>Customer marketing is <a href="https://www.customermarketingalliance.com/what-is-customer-marketing-and-why-is-it-so-important/">marketing for existing customers to nurture and retain them</a>. It's like giving a little extra love and attention to the folks who already believe in your brand. Personalized experiences, upselling, and relationships produced by customer marketers, will keep your customers coming back for more.</p><h3 id="rmcustomer-relationship-marketing">RM - Customer Relationship Marketing</h3><p>This is all about building and <a href="https://www.customermarketingalliance.com/what-is-customer-relationship-marketing/">maintaining strong connections</a> with customers for the long haul. It's like being best buds with your customers and showing them that they're valued by your business. Doing so will improve retention, engagement, and the longevity of your customers. </p><h3 id="abmaccount-based-marketing">ABM - Account-Based Marketing</h3><p>Account-based marketing focuses on targeting specific accounts or companies, rather than a broad audience. It'll prioritize personalized marketing campaigns and messaging that are tailored to the unique needs and interests of each account.</p><h3 id="emcustomer-education-marketing">EM - Customer Education Marketing</h3><p>This is a strategic approach equips customers with the knowledge and skills they need to get the most out of your product or service. <a href="https://www.customermarketingalliance.com/saas-customer-education-marketing-requires-solid-customer-profile/">Create educational content</a>, resources, and experiences to empower customers and support their success.</p><h3 id="lmcustomer-lifecycle-marketing">LM - Customer Lifecycle Marketing</h3><p>This strategy is built to nurture relationships with customers at every stage of the customer journey, from initial discovery to post-purchase loyalty and advocacy. These practices will increase the longevity of the relationship too, improving customer value too. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/what-is-customer-lifecycle-marketing-and-how-is-it-used-by-businesses/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is customer lifecycle marketing and how is it used?</div><div class="kg-bookmark-description">Engaging with your customers is a basic building block when marketing your business. Where other processes become involved only once a sale has been made, customer lifecycle marketing plans interactions throughout the whole customer journey.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2022/05/alexander-schimmeck-PBwnVjl0Axg-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="rcmcustomer-reactivation-marketing">RCM - Customer Reactivation Marketing</h3><p><a href="https://www.customermarketingalliance.com/the-ultimate-guide-to-perfect-customer-reactivation-marketing/">Rekindling relationships with dormant or inactive customers</a> is an important component to stabalizing customer growth. Entice them with irresistible offers and personalized messages to reignite their interest and loyalty.</p><h3 id="ccmcustomer-centric-marketing">CCM - Customer-Centric Marketing</h3><p>This means putting <a href="https://www.customermarketingalliance.com/mapping-out-the-customer-journey-and-finding-your-audience/">customers at the heart of everything you do</a>. From how you evolve your products, messaging, and marketing techniques to ensure you business growth alongside your customers.</p><h3 id="comcustomer-obsessed-marketing">COM - Customer Obsessed Marketing</h3><p><a href="https://www.customermarketingalliance.com/what-is-customer-obsession-a-new-way-to-build-businesses/">Customer obsession is customer-centricity to the extreme</a>. This means going above and beyond your customer's expectations with every interaction to ensure retention, loyalty, and advocacy.</p><h3 id="cemcustomer-expansion-marketing">CEM - Customer Expansion Marketing</h3><p>This marketing aims to <a href="https://www.customermarketingalliance.com/generate-more-revenue-using-customer-expansion-techniques/">maximise the value of your existing customers </a>using upselling and cross-selling by offering them additional products and upgrades that align with their needs and desires.</p><h2 id="core-customer-marketing-topics"><strong>Core customer marketing topics:</strong></h2><h3 id="iconsumer-insights">I - Consumer Insights</h3><p>Consumer insights help you understand what makes your target audience tick. These nuggets of wisdom are gained through research, surveys, and data analysis, and serve as the guiding marks to create products, messaging, and experiences that connect with your audience on a deeper level.</p><h3 id="cpconsumer-psychology">Cp - Consumer psychology</h3><p>Consumer psychology is the science that figure out the "why" behind consumer's buying decisions. <a href="https://www.customermarketingalliance.com/why-customer-marketers-should-think-more-about-consumer-psychology/">It studies how people's thoughts, feelings, and behaviors that impact their purchase decisions</a>. These insights can help you tailor your marketing to influence these choises. </p><h3 id="cbconsumer-behavior">Cb - Consumer behavior</h3><p>Like consumer psychology, consumer behavior studies customers actions, but specifically how they select, purchase, use, and dispose of products and services.</p><h3 id="rsretail-psychology">Rs - Retail psychology</h3><p>This is like the secret playbook that retailers use to manipulate store layouts, product placements, and even scents to influence consumer buying decisions and create a more enticing shopping experience.</p><h3 id="fomofear-of-missing-out">FOMO - Fear of missing out</h3><p><a href="https://www.customermarketingalliance.com/the-role-of-fomo-on-consumer-psychology/">FOMO, or Fear of Missing Out</a>, is that nagging feeling that urges us to join the party, buy the product, or be part of the trend, for fear of being left out. It's one of the reasons customers make impulse purchases.</p><h3 id="cgcognitive-load">Cg - Cognitive load</h3><p>Cognitive load refers to the <a href="https://www.customermarketingalliance.com/the-importance-of-reducing-customer-cognitive-load/">mental load required by your customers</a> to process and comprehend your marketing messages or content. Minimizing cognitive load means simplifying and optimizing how you present the information used in your marketing to make it easier for customers to understand, remember, and make decisions.</p><h3 id="rcustomer-research">R - Customer Research</h3><p>The umbrella term for the process that gathering information about customers through surveys, interviews, and data analysis. This'll include segmentation, consumer psychology, and more. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/understand-customer-market-research-what-is-it-and-how-to-do-it/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Understand customer market research: What is it and how to do it</div><div class="kg-bookmark-description">Customer research or consumer research is a vital component of customer marketing’s most fundamental role: to understand and market to your chosen target audience.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/01/ran-berkovich-kSLNVacFehs-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="fcustomer-focus">F - Customer focus</h3><p>It's the mindset of prioritizing and catering to the needs, wants, and satisfaction of your customers above all else. </p><h3 id="conconsumer-choice">CON - Consumer choice</h3><p>The consumers ability to make decisions based on personal preferences, tastes, and needs.</p><h3 id="bsbrand-storytelling">Bs - Brand storytelling</h3><p>Brand storytelling uses a brand's values, purpose, and identity to produce narratives that captivate your target audience. It involves <a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/">crafting compelling stories that connect on an emotional level</a>, fostering brand loyalty and deeper connections. </p><h3 id="sstorytelling">S - Storytelling</h3><p>Storytelling is a narrative, usually one in which a change happens, either concluding in a positive or negative end. Through <a href="https://www.customermarketingalliance.com/the-power-of-narrative-design-in-customer-marketing-why-storytelling-matters/">these narratives</a>, you can explore ideas, beliefs, experiences, and certain events. </p><h3 id="hjhero%E2%80%99s-journey">Hj - Hero’s journey</h3><p>It's a story pattern where the hero faces a call to action, encounters obstacles, discovers inner strength, and ultimately returns transformed; From Frodo's quest of destroy the ring to Luke Skywalker's battle against the dark side.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/how-to-power-up-your-brand-storytelling-with-the-heros-journey/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to power up your brand storytelling with the hero’s journey</div><div class="kg-bookmark-description">Storytelling is a massive subject and can turn into a lifelong journey of studying stories, especially in marketing. Stories are in everything. Not just advertising and brand storytelling especially is a science that anyone can utilize; anyone can do it.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/02/ricardo-cruz-DCqvWkXF74Q-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="whstorywheel">Wh - Storywheel</h3><p>The storywheel is like a storytelling roadmap that breaks down the elements of a story, from setting the stage to introducing characters, building tension, and resolving conflicts. It's a visual representation you can use to get an overview of your story and its possibilities. </p><h3 id="ststory-structure">St - Story Structure</h3><p>The blueprint that outlines the beginning, middle, and end of a story, organizing key elements like plot, characters, and conflicts.</p><h3 id="sdstory-delivery">Sd - Story delivery</h3><p>This is how you present and share your story, whether through spoken word, written text, visuals, or multimedia.</p><h3 id="mmeaning">M - Meaning</h3><p>It's the people, experiences, or things that resonates with you. Whether it's finding meaning in relationships, work, or personal pursuits, it's that intangible ingredient that provides a sense of fulfillment to your journey.</p><h3 id="p7seven-basic-plots">P7 - Seven basic plots</h3><p>Christopher Booker argues that you can boil every single story down to one of seven basic plots: Overcoming the monster, rags to riches, the quest, voyage and return, comedy, tragedy, and rebirth. </p><h3 id="ocorder-chaos-framework">Oc - Order Chaos Framework</h3><p>It's a storytelling approach where a structured order is established, only to be disrupted by chaos or conflict, leading to transformation and resolution.</p><h3 id="ndnarrative-design">Nd - Narrative design</h3><p>This is the act of crafting of narratives to convey a desired message or experience.</p><h3 id="babrand-awareness">Ba - Brand awareness</h3><p>Brand awareness refers to the level of recognition and familiarity that consumers have with your brand. It measures the extent to which a brand name, logo, or product is known and remembered by the target audience. </p><h3 id="cscustomer-stories">Cs - Customer stories </h3><p>Customer stories are firsthand accounts about customer experiences with a product, service, or brand. They serve as testimonials that help build trust, credibility, and connections with prospective customers.</p><h2 id="customer-marketing-metrics"><strong>Customer marketing metrics:</strong></h2><h3 id="okrokrs">OKR - OKRs</h3><p>Objectives and Key Results (OKRs) is a goal-setting framework used to define and measure progress towards achieving desired outcomes. Specifically, they are ambitious and qualitative statements that represent your team's aims.</p><h3 id="kpikpi">KPI - KPI</h3><p>Key Performance Indicators (KPIs) are quantifiable metrics used to evaluate your performance and progress over a given time. They serve as measurable benchmarks that reflect the success or effectiveness of a particular activity, process, or goal.</p><h3 id="mmmarketing-metrics">Mm - Marketing metrics</h3><p>Marketing metrics enable marketers to track progress, evaluate success, and make informed decisions to optimize strategies and drive business growth. This can include conversion rates, and return on investment (ROI), retention and churn rates, and more. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/important-factors-that-impact-customer-marketing-metrics-and-how-to-choose-your-own/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Important factors that impact customer marketing metrics, and how to choose your own</div><div class="kg-bookmark-description">Measuring customer marketing performance using quantifiable metrics is tricky due to the relationship-based nature of the role. That being said, there’re a variety of metrics to choose from and the ones you go for will depend on your organization and how you run your team.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2022/09/william-warby-WahfNoqbYnM-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="npsnet-promoter-score">NPS - Net Promoter Score</h3><p>Net Promoter Score (NPS) is a customer loyalty metric that measures how willing customers are to recommend a product, service, or brand to others. It asks customers to rate their likelihood of recommending on a scale of 0-10.</p><h3 id="roireturn-on-investment">ROI - Return on Investment</h3><p>Return on Investment (ROI) is a financial metric used to evaluate the profitability and efficiency of an investment. ROI provides insights into the <a href="https://www.customermarketingalliance.com/how-to-build-an-effective-customer-marketing-function-and-prove-roi/">effectiveness of an investment, helping organizations make informed decisions and allocate resources wisely to maximize returns</a>.</p><h3 id="ctrclick-through-rate">CTR - Click-through rate</h3><p>CTR or click-through rate measures the percentage of people who click on a specific link or call-to-action within a marketing campaign or advertisement. It indicates the level of engagement and effectiveness of the marketing message used.</p><h3 id="brbounce-rate">Br - Bounce rate</h3><p>Bounce rate refers to the percentage of website visitors who leave a site without engaging with it, or navigating to other pages. A high bounce rate generally indicates that visitors are not finding your website or content engaging enough to stay on the site.</p><h3 id="rrretention-rate">Rr - Retention rate</h3><p><a href="https://www.customermarketingalliance.com/why-is-customer-retention-important-the-essentials-you-need-to-know/">Retention rate</a> is the percentage of customers or users who continue to engage or stay with a product, service, or organization over a certain period of time.</p><h3 id="cnrconversion-rate">CNR - Conversion rate</h3><p>Conversion rate is the percentage of people who take a desired action, like making a purchase or filling out a form, out of the total number of visitors to a website or users of a product. It helps measure how effectively a company can turn potential customers into actual buyers or subscribers. </p><h3 id="icrinvitation-conversion-rate">ICR - Invitation conversion rate</h3><p>This is the percentage of people who accept an invitation or request to join a specific event, program, or community, out of the total number of invitations sent. It measures the effectiveness of the invitations in convincing people to participate or join.</p><h3 id="csatcustomer-satisfaction-score">CSAT - Customer Satisfaction Score</h3><p>CSAT is a metric used to measure how satisfied customers are with a product, service, or interaction with a company. CSAT helps companies understand how well they are meeting customer expectations.</p><h3 id="chchurn">Ch - Churn</h3><p><a href="https://www.customermarketingalliance.com/your-ultimate-guide-to-churn/">Churn</a> is the rate at which customers discontinue or cancel their connection to your company. </p><h3 id="cplcost-per-lead">CPL - Cost per lead</h3><p>Cost per lead (CPL) is a metric used in marketing to calculate the average cost of acquiring a potential customer's contact information or generating a lead. It represents the amount of money spent on marketing and advertising efforts divided by the number of leads obtained.</p><h3 id="tstraffic-sources">Ts - Traffic sources</h3><p>These are the channels or platforms through which visitors or users arrive at a website or online platform. They can include search engines, social media platforms, email marketing campaigns, direct visits, or referrals from other websites.</p><h3 id="tptime-on-page">Tp - Time on page</h3><p>This refers to the time a visitor spends on a particular web page before navigating to another page or leaving the website altogether. It is a metric used to measure user engagement and the level of interest in the content.</p><h3 id="ususer-satisfaction">Us - User satisfaction </h3><p>This measures how well your offers <a href="https://www.customermarketingalliance.com/customer-satisfaction-isnt-customer-loyalty-why-the-difference-matters/">meet or exceed user expectations</a>, addresses their needs, and provides a positive user experience.</p><h2 id="customer-journey-stages"><strong>Customer journey stages:</strong></h2><h3 id="rprepeat-purchase">Rp - Repeat purchase</h3><p>Repeat purchase refers to the act of a customer making a subsequent purchase of a product or service from the same company or brand. Repeat purchases are important for businesses as they contribute to customer loyalty, revenue growth, and long-term success.</p><h3 id="lycustomer-loyalty">Ly - Customer loyalty</h3><p>Customer loyalty refers to the tendency of customers to consistently choose a particular brand or company over its competitors. It reflects the degree of attachment, trust, and <a href="https://www.customermarketingalliance.com/enhance-customer-loyalty-with-relationship-marketing/">preference that customers have towards a specific business</a>.</p><h3 id="cjcustomer-journey">Cj - Customer Journey</h3><p>This is the <a href="https://www.customermarketingalliance.com/mapping-out-the-customer-journey-and-finding-your-audience/">entire path or sequence of interactions</a> and experiences that a customer goes through when engaging with a company or brand.</p><h3 id="acustomer-advocacy">A - Customer Advocacy</h3><p>This is when <a href="https://www.customermarketingalliance.com/customer-advocacy-and-its-positive-impact-and-influence-on-revenue/">satisfied customers become advocates</a> for your brand by sharing positive experiences, providing testimonials, or referring new customers. It's valuable for businesses as it leads to word-of-mouth marketing, increased credibility, and the potential for acquiring new customers through trusted recommendations.</p><h3 id="crcustomer-retention">Cr - Customer retention</h3><p>This refers to the ability of a <a href="https://www.customermarketingalliance.com/tactics-for-improving-customer-retention/">business to maintain and keep existing customers</a> over a certain period of time. It involves strategies and efforts aimed at ensuring customers continue to engage with and make repeat purchases from the company.</p><h2 id="research-and-outreach-strategies"><strong>Research and outreach strategies:</strong></h2><h3 id="vcvoice-of-the-customer">Vc - Voice of the customer</h3><p>VOC involves gathering and analyzing customer insights through surveys, reviews, feedback forms, and other channels to understand their needs, expectations, and satisfaction levels.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/podcast/the-importance-of-voc-in-your-customer-and-market-research/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The importance of VoC in your customer and market research</div><div class="kg-bookmark-description">“We’re really looking for the voice of the customer when it comes to feedback when it comes to their experience and their sentiment around your organization and how that impacts their willingness to collaborate with you on things that extend beyond just buying your products or services…”</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/06/CMA_Catch-up_Podcast_Speaker_--1-.png" alt=""></div></a></figure><h3 id="cabcustomer-advisory-board">CAB - Customer Advisory Board</h3><p>A customer advisory board is a group of selected customers who provide insights, feedback, and guidance to a company regarding its products, services, or strategies. They serve as a representative voice of the customer, offering valuable perspectives and recommendations.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/setting-up-your-cab-strategy-and-getting-business-buy-in/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Setting up your CAB strategy and getting business buy-in</div><div class="kg-bookmark-description">Customer Advisory Boards are a part of both customer marketing and product marketing responsibilities. But getting buy-ins can be a challenge since companies still prioritize acquiring new customers rather than nurturing existing ones.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Bree Bunzel</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/11/etienne-boulanger-erCPgyXNlto-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="rcreferral-campaign">Rc - Referral campaign</h3><p>A referral campaign is a marketing initiative that encourages existing customers to refer new customers to a company or brand. It typically involves offering incentives or rewards to customers for successfully referring others.</p><h3 id="sdycase-study">SDY - Case study</h3><p>A case study refers to a examination of a customer's experience with one of your products or services. They're valuable tools to highlight success stories, build credibility, and inspire potential customers by demonstrating real-life examples of the benefits and value a product or service can provide.</p><h3 id="pzpersonalization">Pz - Personalization</h3><p>This involves tailoring and customizing experiences, content, or offerings to meet the specific needs and preferences of individual customers.</p><h3 id="rereferrals">Re - Referrals</h3><p>This is an act of recommending or suggesting a product, service, or brand to others based on positive experiences. It involves customers sharing their satisfaction with others and encouraging them to try or purchase the offering.</p><h3 id="rfcustomer-references">Rf - Customer references</h3><p>Customer references are individuals or companies who have used a product or service and are willing to vouch for its quality, benefits, and positive outcomes. They serve as testimonials or examples of successful experiences with a particular offering. Customer references are commonly used by businesses to showcase their credibility, build trust, and influence potential customers in their decision-making process.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/podcast/why-customer-references-are-important-and-how-best-to-use-them/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Why customer references are important, and how best to use them | Customer Marketing Catch-up</div><div class="kg-bookmark-description">“Customer references really are about bringing someone in and starting them on that journey toward customer advocacy.” We talk to Collette Johnson about customer references, their importance, and how they can be used. We also discuss some common mistakes and pitfalls that most clients fall into.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/06/6.png" alt=""></div></a></figure><h3 id="cccustomer-collaboration">Cc - Customer collaboration</h3><p>This is the process of any strategy actively involving customers in the development, improvement, or decision-making of products, services, or strategies. It involves seeking input, feedback, and ideas from customers to co-create or shape business initiatives.</p><h3 id="cfcustomer-feedback">Cf - Customer feedback</h3><p>This refers to gathering insights and perspectives directly from customers to understand their satisfaction levels, identify areas for improvement, and make informed business decisions. <a href="https://www.customermarketingalliance.com/how-to-determine-which-customer-feedback-strategies-are-best/">Customer feedback helps companies enhance their offerings,</a> address issues, and deliver better customer experiences based on the input received from their customers.</p><h3 id="cecustomer-engagement">Ce - Customer engagement</h3><p>This refers to the<a href="https://www.customermarketingalliance.com/how-customer-marketers-should-improve-their-engagement-and-storytelling-for-2022/"> level of interaction, involvement, and emotional connection</a> that customers have with a brand, product, or service. It involves capturing and maintaining the attention and interest of customers through various channels and touchpoints.</p><h3 id="crpcustomer-reference-program">CRP - Customer reference program</h3><p>Customer reference program is a structured initiative by a company to leverage satisfied customers as advocates and sources of positive testimonials. It involves identifying and recruiting customers who are willing to share their experiences and endorse the company's products or services.</p><h3 id="frcommunity-framework">Fr - Community Framework</h3><p>Community framework is a structured approach or model for developing and managing an online community. It involves defining the guidelines, rules, and structure that govern the community's interactions and activities.</p><h3 id="abab-testing">Ab - A/b testing </h3><p>A/B testing compares two versions of a webpage, app, or other digital asset to see which performs better. Users are presented with two variations of the same asset at random, and the one that leads to higher engagement, conversions, or click-throughs will inform the messaging that your target audience responds to. </p><h3 id="rwcommunity-rewards">Rw - Community rewards</h3><p><a href="https://www.customermarketingalliance.com/community-rewards-3-big-obstacles-and-what-to-do-about-them/">Community rewards</a> are incentives or benefits offered to members of an online community for their active participation, contributions, or engagement. They can include perks such as exclusive content, access to special events, discounts, or recognition within the community.</p><h3 id="swswag">Sw - Swag</h3><p>This is the name for promotional merchandise or goodies your company or gives away as a form of branding or marketing. It often includes items like t-shirts, hats, pens, stickers, or other promotional materials with a memorable logo or message.</p><h3 id="sosocial-proof">So - Social proof</h3><p>This is a psychological phenomenon where people look to the actions and behaviors of others to determine what is correct, popular, or trustworthy. When individuals see others engaging with a product, service, or brand positively, they are more likely to perceive it as valuable and reliable.</p><h3 id="mrmarket-research">Mr - Market research</h3><p>Market research involves gathering and analyzing information about a specific market, industry, or target audience. This can include things like customer research within it. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/types-of-market-research-five-ways-to-support-your-work-with-valuable-analysis/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Five ways to support your work with market research</div><div class="kg-bookmark-description">Market research covers a broad variety of strategies that work toward improving business techniques that better cater to your chosen target market. In this article, we’ll cover: What market research is, and different types of market research.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.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/2023/01/shane-aldendorff-mQHEgroKw2k-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="rtresearch-tools">Rt - Research tools</h3><p>Research tools are resources, software, or techniques used to collect, analyze, and interpret data for research purposes.</p><h3 id="afcommunity-affiliations">Af - Community affiliations</h3><p>These are relationships your company will have with certain individual people who will be involved in, and support members of your community based on shared interests, values, or goals.</p><h3 id="cancancellation">CAN - Cancellation</h3><p>Cancellation is the act of terminating or discontinuing a service, subscription, reservation, or agreement.</p><h3 id="ulupsell">Ul - Upsell</h3><p>This is a sales technique of offering customers a higher-priced or upgraded product or service in addition to their original purchase; these will be ones that compliment and support the use case of the individual.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/cross-selling-and-upselling-an-introduction-and-best-practices/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Cross-selling and upselling: An introduction and best practices</div><div class="kg-bookmark-description">You’re at the checkout process on a website, a message comes into view ‘have you forgotten this?’ or ‘customers also purchased x y or z’. This is a tried and tested cross-selling strategy - it encourages customers to buy additional, or ‘’add-on’ purchases.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Amie Stephens</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/cross-sell-and-upsell--1--1.jpg" alt=""></div></a></figure><h3 id="crscross-sell">CRS - Cross-sell </h3><p>This is the strategy of recommending or offering customers related or complementary products or services to go along with their original purchase. This is usually a horizontal expansion, rather than the upgrades usually suggested in upselling. </p><h2 id="know-any-we-missed">Know any we missed?</h2><p>Can you think of any concepts you think we've missed in this list? If so, why no join Customer Marketing Alliance's Slack channel to let us know. And while you're at it, why not start a conversation with the hundreds of customer marketing professionals in our community? </p><a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2022/09/CMA_Slack_AD_3.png"> </a> <p></p><p></p><p></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <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>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </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/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</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/affiliates-and-referrals/">Affiliates and referrals</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/great-referral-programs/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/CMA_Website_Article_Images_Doodles--6-.jpg" alt="10 examples of great referral programs to inspire you" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/great-referral-programs/"> <header class="post-card-header"> <h2 class="post-card-title">10 examples of great referral programs to inspire you</h2> </header> <section class="post-card-excerpt"> <p>We live in a hyper-consumer-driven world where companies bombard us with endless ads and promotional content. Referral programs encourage customers to refer friends, family or colleagues often offering rewards like discounts or credits....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/is-affiliate-marketing-worth-it-the-pros-and-cons-to-consider/"> <img class="post-card-image" src="/content/images/size/w800/2024/05/alexander-grey--8a5eJ1-mmQ-unsplash--1-.jpg" alt="Is affiliate marketing worth it? The pros and cons to consider" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/is-affiliate-marketing-worth-it-the-pros-and-cons-to-consider/"> <header class="post-card-header"> <h2 class="post-card-title">Is affiliate marketing worth it? The pros and cons to consider</h2> </header> <section class="post-card-excerpt"> <p>Affiliate marketing is just one of many paths to explore when building a strong and sustainable customer marketing strategy. But with recent Google updates, is affiliate marketing worth it?...</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/podcast/why-customer-references-are-important-and-how-best-to-use-them/"> <img class="post-card-image" src="/content/images/size/w800/2023/06/6.png" alt="Collette Johnson | Why customer references are important, and how best to use them | Customer Marketing Catch-up" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/podcast/why-customer-references-are-important-and-how-best-to-use-them/"> <header class="post-card-header"> <h2 class="post-card-title">Collette Johnson | Why customer references are important, and how best to use them | Customer Marketing Catch-up</h2> </header> <section class="post-card-excerpt"> <p>"Customer references really are about bringing someone in and starting them on that journey toward customer advocacy." We talk to Collette Johnson about customer references, their importance, and how they can be used. We also discuss some common mistakes and pitfalls that most clients fall into....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">2 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">The elements of customer marketing: Key strategies and tactics glossary</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=The%20elements%20of%20customer%20marketing%3A%20Key%20strategies%20and%20tactics%20glossary&url=https://www.customermarketingalliance.com/the-elements-of-customer-marketing-key-strategies-and-tactics-glossary/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/the-elements-of-customer-marketing-key-strategies-and-tactics-glossary/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/the-elements-of-customer-marketing-key-strategies-and-tactics-glossary/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=49cb5bde65" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. 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