Customer Marketing Poll Results

What type of gift do you typically give customers?

33% – Experiences
27% – Food and Drink
27% – Gift Cards (specific retailers)
13% – Gift Cards (VISA)

 

What work model is used for the Customer Marketing team at your company?

70% – Remote
26% – Hybrid
4% – In-Office
 

 

Budgets are tight across the board. What areas of your program are seeing the biggest cuts?

47% – Headcount
32% – Travel
13% – Tools
8% – Contractors

 

If your company has a formal customer marketing/advocacy program, how long has it existed?

48% – Less than 2 years
28% – 2-5 years
20% – 6-10 years
4% – Over 1 years

What is your “go to” general review site when you ask customers to leave you a review?

53% – G2 
26% – Gartner
11% – Capterra
11% – TrustRadius

What is the most challenging part of building and running a customer community?

73% – Ongoing member engagement 
14% – Time to run the community
7% – Getting customers to sign up
7% – Proving value internally

Other than headcount, if you were given additional budget for 2023, where would you spend it?

41% – Technology 
38% – Content (cutomer videos)
14% – Education
7% – Events

Which of the following content types do you find the most difficult to secure?

65% – Customer videos (produced)
16% – Customer reviews
12% – Written case studies
7% – User-generated customer content

If you, as a customer marketer (CM), could get customer success (CS) to understand one thing, what would it be?

54% – CM is here to help CS 
21% – CS owns advocacy as well
21% – CM builds value for advocates
4% – Some customers love advocating

Are you able to correlate the use of customer content with closed revenue?

57% – Yes, but it’s a manual process 
36% – No
7% – Yes, systematically

How many total years have you been in a customer marketing role?

38% – 2-5 years 
32% – 6-10 years
21% – Over 10 years
9% – Less than a year

How did you get into customer marketing?

45% – My job evolved into CM
26% – A CM position materialized
21% – Other
8% – I planned for it

Have you branded your customer advocacy program (e.g., Peer Advantage, Luminaries, BoxStars)?

50% – Yes 
25% – Not yet, but planning to do so
25% – Not in the plans

If your role includes customer reference management, what percentage of your time “on average”is dedicated to that function?

41% – 25% 
24% – 26-50%
24% – 76-100%
12% – 51-75%

How many customer marketing in-person events will you likely attend in the next 12 months?

38% – 0 
27% – 1
23% – 2
12% – 3 or more

For each customer marketing manager resource, how many internal stakeholders are supported (e.g., 1 manager per 250 stakeholders)?

33% – 251-500 
22% – Less than 100
22% – 101-250
22% – Over 500

Where do you go for customer marketing best practices?

48% – My peer network 
38% – Slack communities
14% – Vendors (blogs and newsletters)
o% – Other

Where do you manage your customer reference data?

46% – Customer reference software
27% – Spreadsheets
19% – Internally built solution
8% – Other

How many hours a week, on average, do you spend on social media specific to customer marketing?

95% – <5 hours
5% – 6-10 hours
0% – 11-15
0% – Over 15 hours

What has the most influence on the customer content (videos, case studies, etc.) you produce?

43% – Company growth goals
33% – Feedback from sales
24% – My intuition
0% – My manager’s guidance

What do you think the ideal size of an executive customer advisory board (CAB) is?

48% – 10-20
41% – 5-9
11% – 21-30
0% – More than 30

What types of rewards do you offer customers for acts of advocacy?

74% – Gifts or Gift Cards
16% – Other
5% – Discounts (products/services)
5% – User conference passes

In what part of the organization does your customer marketing/advocacy program reside?

83% – Marketing
10% – Product Marketing
3% – Customer Success
3% – Other