In this episode, Anika Zubair discusses the vital collaboration between customer success and marketing with guest Ashna Patel. They explore how aligning these two functions can drive growth, retention, and upsells. Ashna shares her journey from customer success to marketing, emphasizing the importance of messaging and cross-functional teamwork in enhancing the customer experience. The conversation highlights the need for customer success professionals to leverage marketing resources and insights to better serve their customers and achieve organizational goals. In this conversation, the speakers discuss the critical alignment between marketing and customer success teams, emphasizing the importance of collaboration to enhance customer retention and product adoption. They explore how effective messaging and nurturing relationships can drive growth, and the role of AI in shaping the future of customer success. The discussion highlights practical strategies for cross-functional collaboration and the need for open communication to ensure that both teams work towards common goals.

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Timestamps:

00:00 Introduction 
02:52 Ashna Patel's Transition from Customer Success to Marketing
06:06 Understanding the Bow Tie Model in Customer Journey
09:10 The Role of Marketing in Customer Success
11:53 The Importance of Messaging in Customer Engagement
15:02 Aligning Marketing and Customer Success Teams
17:54 Leveraging Marketing for Customer Retention and Growth
20:54 Building Cross-Functional Relationships for Success
32:39 Team Alignment for Customer Success
35:05 Marketing's Role in Customer Retention
39:55 Nurturing Customer Relationships
42:04 Effective Messaging Strategies
48:15 Cross-Functional Collaboration for Success
55:30 Conclusion and Key Takeaways

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Website: thecustomersuccesspro.com

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Connect with Ashna Patel:

https://www.linkedin.com/in/ashnapatel92/

Ashna Patel is a former award-winning Customer Success leader turned Marketer, bringing over a decade of experience in customer engagement, retention, and growth. After years of driving customer success strategies, she transitioned into marketing to bridge the gap between pre- and post-sales, leveraging her deep understanding of customer needs to fuel demand generation and customer marketing. Apart from this, Ashna is also passionate about helping professionals build personalized systems to prevent burnout, enhance productivity, and achieve sustainable success (personally and professionally). 

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