We surveyed customer marketing consultants and vendors with 2 questions.
If you were going to start a Customer Marketing program, in what order would you add these programs over time and why? They were asked to think about a blank slate, rather than solving for a specific challenge or outcome.
As this is a customer lifecycle marketing newsletter, we were curious where CLM fits.
VoC score 124: It’s no surprise that listening to customers was the top choice. The customer marketing leader has probably already met with internal stakeholders to learn about priorities and politics, history of prior efforts, skillsets and resources.
Let’s hear about VoC for 7 minutes from Val Geisler, a strategic retention leader.
Customer Advocacy score 111: Identifying the first cohort of advocates for a pilot effort is a natural byproduct of the VoC.
Customer Lifecycle Marketing score 109: Almost a tie. Now that you have heard from internal and external customers, it’s time to assess which of the 8 lifecycle marketing stages are the highest priorities. Expect a mismatch between what you heard from customers and the needs of internal stakeholders.
Customer Communications score 102: With the foundation in place, it’s time to communicate with customers. The first steps are creating an inventory of all 1-many and automated customer communications and cleaning up the database.
Customer Education (90), Customer Community (81), and Executive Engagement (36) scored lower, as the foundational work happens first.
New Research from: Kyle Poyar of Growth Unhinged
The State of B2B Monetization in 2026 polled B2B software and AI companies to see what’s happening with pricing, packaging, and AI monetization.
#1 challenge is not enough expansion.
So, nobody is happy with their pricing. Expansion in the form of cross-sell is a sweet spot for customer lifecycle marketers at seat-based or flat-fee B2B companies. The previous edition of this newsletter covered how Boomi’s CLM team cracked the cross-sell code.
Exclusive for subscribers: 24/7 access to CLM job listings.
We are tracking 50+ openings and adding new ones weekly. Which ones are still open and who landed the others?
Congrats to some recent hires and promotions (see all)
Kristin C, Sr. Director, Marketing, Coupa
Ivy N, Growth Lead, Edstart
Catherine B, Customer Marketing Manager, Boeing
Nisarg M, Senior Manager, Product Growth & Customer Marketing, BrowserStack
Just a Few of Who’s Hiring (see more)
Engine, Lifecycle Marketing Manager
InsightSoftware, Customer Lifecycle Manager
Blackbaud, Implement to Renew
As a 4X Customer Marketing Director and X-Forrester, I know the value of communities of practice and independent research. I founded Repetitos to address one of the biggest impediments to customer lifecycle marketing, the health of a company’s customer contact database.
The B2B CLM 300+ Newsletter is the next step in the journey…Irwin