Top 25 Customer Success Strategist on How We Should Capture Customer Stories for ABM
Episode description
Dana Alvarenga (a 2023 Top 25 Customer Success Strategist and VP of Customer Experience at SlapFive: Customer Marketing) joins Kristina Jaramillo (President of Personal ABM to discuss:
1. Why customer success teams struggle with the "why stay," "why evolve," and "why expand conversations."
2. How most customer success teams are taking a piecemeal approach -- and how Dana is building the customer experience and customer marketing function to take a different approach!)
3. Why teams are failing to capture the customer story along the journey and what teams need to be more relevant to future and existing customers.
4. The role that customer marketing can play in retaining and expanding key accounts.
5. What's wrong with most customer stories (case studies) and how it does not influence retention and expansion conversations nor support selling conversations with new accounts.
6. How customer marketing teams should take an account-based approach and enabling customer success teams.