One of the most critical parts of a B2B tech company’s marketing strategy is leveraging your early adopter customers through a strategic customer marketing program. Before you can cross that chasm and enter the early majority phase, early adopters and their voices in the market are vital to building that bridge. 

So, how do you turn those early adopters into brand advocates for a strong customer marketing program? We will walk through four essential key strategies: identifying your customer advocates, nurturing them in their customer journey, providing key educational content and developing a community, and finally, creating a Champions program. Let’s dive into creating a customer marketing playbook that helps you leverage the customers who are not just happy with your product – but are willing to be your biggest cheerleaders in the market, inspiring new business.

Identifying Customer Advocates

The journey to building a solid customer marketing program in the B2B tech world starts with identifying your cheerleaders — customers who are satisfied and excited about your product and its potential to disrupt the status quo. These customer advocates see real value in what you offer and are eager to spread the word on their own accord.

Here’s how to identify your advocates:

1. Send a Net Promoter Score (NPS) survey to your customer database. Customers who mark a 9 or 10 are your natural advocates and will be willing to take action on behalf of your company. 
2. Feedback is Gold: Keep an eye on feedback channels. Your most enthusiastic users are often vocal about how your product helps them.
3. Engagement Tells a Story: Look at usage data. Frequent users who leverage your tech in new, innovative ways are potential advocates.

Once you’ve identified your advocates, you’ll want to activate them. Some strategies include recognition and rewards by offering exclusive offers, shoutouts, or early access to new features. Another approach is to use your platform to feature your customer and their success through a guest post on your blog or a case study. When you make it about the customer and their success, everyone wins.

Customer Journey Nurturing

Nurturing the customer in their journey with your company is about creating an experience that meets and exceeds expectations at every touchpoint. In the B2B tech space, where relationships and ROI are paramount, getting this right can be the difference between a one-time deal and a long-term partnership.

Mapping the Journey:

• Awareness, Adoption, and Advocacy: Consider all phases, from the first contact to loyal advocacy. Understand what drives your customers at each stage and what barriers they might face.
• Data-Driven Insights: Utilize analytics to pinpoint where customers are most engaged and where they drop off. Tailor your strategies to these insights.

Creating Touchpoints:

• Personalized Communications: Use your gathered data to send customized messages that resonate using your CRM. Whether through emails, webinars, or phone calls, ensure each interaction adds value.
• Educational Content: Equip your customers with the tools they need to succeed. Webinars, e-books, and tutorials about your product or related topics can make a big difference in how supported they feel and in driving the adoption of your technology. 

Continual Improvement:

• Feedback Loops: Regularly gather and act on feedback to refine the customer journey. Requesting feedback shows your customers that their input truly shapes your service.

Nurturing these relationships with care and precision can turn happy customers into true advocates for your brand.

Leveraging Education and Community

In B2B tech, education and community are not just buzzwords but powerful tools that can transform customer engagement and retention. Investing in these areas can build a loyal community that uses and champions your product in the broader industry.

Educational Initiatives:

• Workshops and Webinars: Regularly offer educational sessions that help customers get the most out of your products. Education not only enhances their experience but also reinforces the value of your solution. Tip: featuring your customer advocates in these webinars is a win-win!
• Content Libraries: Create a resource hub with case studies, tutorials, and best practices. This will allow customers to learn at their own pace and deepen their knowledge of your technology. Consider marketing your content “beginner” or “advanced” to help customers identify content that helps them in their journey. 

Fostering Community:

• User Groups and Forums: Establish forums where customers can interact, share experiences, and offer support to one another. This peer-to-peer learning can be incredibly valuable and can help you scale as you grow.
• Customer Stories: Highlight successes from within the community. Sharing these stories provides real-world examples of your product in action and celebrates your customers’ achievements.

Building Engagement:

• Regular Feedback: Encourage continuous input on your educational content and community initiatives to ensure they meet your customers’ needs.
• Event Participation: Engage with your community through online and offline events, fostering a sense of belonging and collective learning.

By nurturing a well-informed and interconnected customer base, you create an ecosystem that supports sustainable growth and continuous innovation.

Creating a Champions Program

Elevating your customer marketing strategy to include a Champions program can significantly amplify your advocacy efforts. This exclusive program is designed to reward your most dedicated customers and leverage their influence to attract new business.

Program Foundations:

• Selection Criteria: Define what makes a customer a Champion. Consider factors like engagement level, tenure, and overall influence within their industry.
• Exclusive Benefits: Offer perks that matter. Early access to new features, special training sessions, and direct lines to product teams can make Champions feel genuinely valued.

Engagement and Recognition:

• Feedback Loop: Involve Champions in product development cycles. Their insights can provide invaluable feedback that helps shape future innovations.
• Recognition Events: Host special events, either online or in person, to recognize and celebrate your Champions. These events not only reward but also strengthen the bonds within the community.

Growing the Program:

• Referral Incentives: Encourage Champions to bring new customers into the fold by offering referral bonuses or other incentives.
• Visibility Opportunities: Give your Champions a platform to share their stories and experiences at industry events or in marketing materials.

By creating a Champions program, you enhance customer loyalty and turn your most satisfied customers into active business drivers.

Building Your Customer Marketing Playbook

As we’ve explored today, building a robust customer marketing strategy is essential for B2B tech companies looking to thrive in a competitive landscape and to create adoption with the early and late majority. You can create a marketing ecosystem that fosters customer loyalty and advocacy by identifying customer advocates early, nurturing the customers in their journey, leveraging education and community, and establishing a Champions program.

Remember, the key to successful customer marketing is not just selling a product but creating an ongoing relationship that brings continuous value to both parties. It’s about making every customer feel vital to the success of both parties. 

At Big Valley Marketing, we’re dedicated to helping you implement these strategies seamlessly and effectively. Whether you’re just starting to think about customer marketing or looking to enhance an existing program, we’re here to guide you every step of the way.

If you’re interested in learning more about how we can help you transform your customer marketing strategy, contact us for a personalized consultation.