It’s key for marketers to understand the idea behind the original intention of Customer Success. How do customers define their own success? How do we measure they achieve it? And how can we help them get there?
Now let’s consider instead that your B2B customer decision maker is an area Sales Manager. This Sales Manager measured on Market Share and Revenue as well, but they may be more directly measured on the length of the sales cycle and their team’s lead to conversion rate. For this customer, your messaging could focus more on the impact of closing deals anytime anywhere; enabling their mobile sales teams to close deals faster, as well as cutting down on the number of buyers who change their mind in the previous extended time before the invoice was sent.
Startups primary focus is customer acquisition. This happens by refining the customer persona, defining and branding positioning statement and responding to the customer buying cycle. You lean this by engaging with customers. Working on brand comes second.