Bridging the gap with marketing and CS with Marley Wagner, CS & Marketing Consultant

SaaS Therapy

Join us for a great conversation with Todd Kirk and Casey Trujillo and guest Marley Wagner, a digital customer success consultant, to explore the evolving role of customer success in the SaaS industry. They discuss the importance of balancing automation with human interaction, the need for cross-functional collaboration between marketing and customer success, and the significance of understanding customer needs to enhance relationships.

Marley Wagner and Todd Kirk discuss the importance of collaboration between marketing and customer success teams, the best practices for implementing digital customer success strategies, and how to measure the effectiveness of these initiatives.

Takeaways

  • It's possible to automate low-value tasks while maintaining strong customer relationships.
  • Every customer segment requires a mix of automation and human interaction.
  • Many companies struggle to create effective digital experiences due to lack of experience.
  • Cross-functional collaboration between marketing and customer success is essential.
  • Customer success leaders should focus on strategic relationships rather than sheer volume of accounts.
  • Effective communication strategies require input from both marketing and customer success teams. Customer success often feels like a dumping ground for other departments' work.
  • Digital customer success can be effective even without access to product usage data.
  • Data cleanliness is crucial for successful digital customer success initiatives.
  • Engagement metrics are important leading indicators of success.
  • More communication is not always better; quality matters.
  • Digital experiences should complement, not replace, personal interactions.

Contents

  • 00:00 Intro
  • 05:04 The Role of Customer Success in Digital Transformation
  • 10:13 Balancing Automation and Human Interaction in Customer Success
  • 14:36 Understanding Customer Needs in SaaS Relationships
  • 17:38 The Importance of Cross-Functional Collaboration
  • 20:32 Building Effective Communication Strategies
  • 20:41 Bridging the Gap: Marketing and Customer Success Collaboration
  • 24:30 Best Practices for Digital Customer Success
  • 30:01 Measuring Digital Engagement Success
  • 36:55 Maintaining Customer Relationships in a Digital World
  • 40:05 Key Takeaways and Homework Assignment

Resources

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Credits

Show direction: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Debra Wilson⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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