In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively.

Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones.

As Mark points out more businesses have shifted towards subscription-based models putting more emphasis on increasing Annual Recurring Revenue (ARR)

Mark reviews several strategies for creating customer advocates. This includes celebrating customer success through case studies, testimonials, and references.

The next level in customer marketing is to implement customer champion programs where customers are involved in press stories, webinars, and events. Social media is used to amplify this.

Mark also stressed that thought leadership content is key to keeping top of mind with champion customers.

advancedIn more advanced programs, customers are involved in product development through Customer Advisory Boards.

We discussed how to manage negative feedback and churn risk. Close collaboration between marketing and customer success teams is critical in addressing concerns promptly and effectively.

Lastly, we discussed measuring the impact of customer marketing efforts by tracking retention rates, customer participation, and the influence of advocacy on new business acquisition.

Key takeaways from this episode include:

You can learn more about how to implement customer marketing in this post.