Bridging the gap with marketing and CS with Marley Wagner, CS & Marketing Consultant
Episode description
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
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred