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    CLG Campus
    CLG Campus
    • Get Started
      • Recommended first 6 things to do
      • Short Video Tours of The CLG Campus (Will need to log in)
      • Recommended Learning Paths
      • Community Hub
      • Register
      • Log In
    • Resource Center
      • Search By Topic
      • Advocacy
      • Customer-Led Groove Podcasts
      • Industry Podcasts
      • Events – Industry Wide
      • Jobs
        • Post a Job
        • Job Dashboard (For Employers)
        • Job Listing
      • Webinar
      • Templates
      • Short How-Tos
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      • Research and Reports
    • Learn
      • CLG Campus Courses
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      • Other CMA or CLG Courses
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    Lesson Category: CMO

    CMO’s View on Customer Marketing (Udi Ledergor and Gal Biran)

    How to Build and Structure a Team Around Customer Marketing Goals (Jane Menyo, Head of Customer Marketing & Nisha Baxi, Community – Gong)

    This case study highlights how Gong’s Customer Marketing and Community leaders work closely together.  

    Elevate Your Customer Marketing To Strategically Drive Growth (Laura Ramos, VP, Principal Analyst – Forrester Research)

    Fundamental changes in B2B buyer behavior and business models now make engaging and growing customers essential to business success. But how do top customer marketing…

    Shifts in B2B Marketing and Why 3 Letter Acronyms are No Longer Enough to Measure Success (Genefa Murphy, CMO – Five9)

    B2B marketing is changing. It’s no longer about driving leads to sales—now, we need to think about the entire customer lifecycle. Learn from Genefa Murphy,…

    The State of Software Buying (Amanda Malko, CMO – G2)

    The state of software buying has changed. Today’s software buyers possess consumer expectations. They are conducting more independent research and moving more quickly through the…

    Marketing’s Role in SaaS (Sara Varni, CMO – Attentivie)

    This session is designed to be a conversation with Sara, led by Gal Biran, CEO of Crowdvocate.  We will explore a variety of questions around…

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    Forum Description

    [videopress hL2h6aJr]

    This session is designed to be a conversation with Sara, led by Gal Biran, CEO of Crowdvocate.  We will explore a variety of questions around the role marketing is playing -- and should be playing -- in SaaS companies. Some of the questions we will discuss include:

    1. What’s changed in B2B marketing? Why should CMOs build lifecycle marketing teams and not stop at SQL / demand and brand?
    2. What can B2B CMOs / brands learn from B2C brands / messaging? What is the difference in retention vs lifecycle/loyalty messaging you see in B2C brands?
    3. Is it the CMOs role to support marketing for all departments (sales, CS, product, HR), or focus on brand and demand?
    4. You started a new role at attentive 7 months ago – what was the strategy around the marketing Org, did you have/add lifecycle/customer marketing, and what are possible KPIs you think marketers should be measured on looking at “recurring revenue” metrics?

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