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Customer Marketing

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The term “customer marketing” seems something of a misnomer. After all, isn’t marketing always about the customer? The answer is “yes,” but at the end of the day, there are actually two types of customers: the ones you want to acquire, and the ones you already have. Customer marketing focuses on the customers you already have. Many business owners and marketers make the mistake of devoting all their attention and resources to the acquisition of new…

What do Burning Man, Outdoor Voices, and Culture Amp have in common besides their exponential growth and popularity? If you don’t think much of anything, I can see why. People who gather in the middle of the desert, athletic apparel made for #doingthings, and a platform that enables businesses to manage their people data appear to have little to nothing in common. Yet, they all grew their brand exponentially with one common customer-centric growth strategy:…