Customer marketing beyond advocacy: Drive revenue
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The Revenue Marketer
Customer marketing beyond advocacy: Drive revenue
Are you playing the long game or still under pressure to "generate leads"?
If you relate to the latter, we feel you! Old habits die hard and form fills are still a key metric at a lot of companies. But with the advancements in technology and AI, listening to and building a relationship with your buying groups through marketing is well within reach. Need help making the shift? We're here to help.
Customer marketing isn't just about collecting testimonials anymore. In this episode of The RevRoom, we sit down with Brittnee Dawson, Director of Customer Marketing at AlphaSense, to explore how customer marketing has transformed into a strategic revenue driver for B2B organizations.
Traditional customer marketing focused primarily on adoption and advocacy. But as Brittnee shares from her experience across Thomson Reuters, Anaplan, and now AlphaSense, the most successful companies have discovered it's actually a powerful engine for revenue growth when done strategically. For a deeper dive into this shift, see our perspective on the customer marketing evolution — how modern teams are redefining customer engagement as a growth engine, not just a support function.
Key takeaways from the conversation include:
Breaking Down the Evolution
The role of customer marketing has expanded significantly, driven by changing consumer behaviors and the recognition that existing customers represent major growth opportunities in B2B SaaS. Brittnee emphasizes how customer marketers must now think beyond testimonials and case studies to create campaigns and programs that capitalize on customer expertise while driving measurable business impact.
Data as the Foundation
Modern customer marketing requires robust data and analytics capabilities. Brittnee shares how her team partners closely with Marketing Operations to:
- Track renewal attribution within existing attribution flows
- Measure advocacy program impact on revenue
- Monitor customer engagement metrics across marketing touchpoints
- Link program participation to adoption metrics
This data-first mindset is critical to moving from advocacy to revenue, where customer programs are designed not just to celebrate success but to systematically drive expansion, renewals, and measurable business outcomes.
The Cross-Functional
Imperative Success in customer marketing demands strong partnerships across the organization. Brittnee outlines her approach to building these relationships:
- Regular engagement with CS leaders to align on goals and KPIs
- Clear communication channels with account managers
- Shared metrics and reporting with sales teams
- Collaborative planning with marketing ops
From Theory to Practice
The episode provides several concrete examples of successful customer marketing initiatives, including:
- A digital renewal program that achieved 100% retention in its first quarter
- An advocacy program that identified job changes among power users to create new revenue opportunities
- Event series that showed 4x higher ARR among program participants
- Targeted lifecycle campaigns based on customer adoption levels
For a framework that connects these tactics into one cohesive growth model, explore how customer marketing as a revenue driver helps unify advocacy, adoption, and retention around measurable outcomes.
Looking Ahead
The conversation wraps with Brittnee's insights on the future of customer marketing, including:
- The evolution of case study formats in response to AI-generated content
- Integration of tools like Gong and Laudable to scale voice-of-customer programs
- Development of real-time quote delivery systems for sales enablement
- Enhanced orchestration of customer touchpoints across teams
What became clear throughout the discussion is that customer marketing is no longer just about collecting success stories – it's about creating a systematic approach to driving revenue through existing customer relationships. For B2B organizations looking to optimize their growth strategies, this episode provides both the strategic framework and tactical examples needed to evolve their customer marketing function.
Want to hear the full conversation? Listen to the episode on Spotify, Apple Podcasts, or YouTube. And don't forget to subscribe to The RevRoom for more insights on transforming marketing ideas into revenue.
About the author
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The RevRoom podcast
Customer marketing isn't just about collecting testimonials anymore. In this episode of The RevRoom, we sit down with Brittnee Dawson, Director of Customer Marketing at AlphaSense, to explore how customer marketing has transformed into a strategic revenue driver for B2B organizations.
Traditional customer marketing focused primarily on adoption and advocacy. But as Brittnee shares from her experience across Thomson Reuters, Anaplan, and now AlphaSense, the most successful companies have discovered it's actually a powerful engine for revenue growth when done strategically. For a deeper dive into this shift, see our perspective on the customer marketing evolution — how modern teams are redefining customer engagement as a growth engine, not just a support function.
Key takeaways from the conversation include:
Breaking Down the Evolution
The role of customer marketing has expanded significantly, driven by changing consumer behaviors and the recognition that existing customers represent major growth opportunities in B2B SaaS. Brittnee emphasizes how customer marketers must now think beyond testimonials and case studies to create campaigns and programs that capitalize on customer expertise while driving measurable business impact.
Data as the Foundation
Modern customer marketing requires robust data and analytics capabilities. Brittnee shares how her team partners closely with Marketing Operations to:
- Track renewal attribution within existing attribution flows
- Measure advocacy program impact on revenue
- Monitor customer engagement metrics across marketing touchpoints
- Link program participation to adoption metrics
This data-first mindset is critical to moving from advocacy to revenue, where customer programs are designed not just to celebrate success but to systematically drive expansion, renewals, and measurable business outcomes.
The Cross-Functional
Imperative Success in customer marketing demands strong partnerships across the organization. Brittnee outlines her approach to building these relationships:
- Regular engagement with CS leaders to align on goals and KPIs
- Clear communication channels with account managers
- Shared metrics and reporting with sales teams
- Collaborative planning with marketing ops
From Theory to Practice
The episode provides several concrete examples of successful customer marketing initiatives, including:
- A digital renewal program that achieved 100% retention in its first quarter
- An advocacy program that identified job changes among power users to create new revenue opportunities
- Event series that showed 4x higher ARR among program participants
- Targeted lifecycle campaigns based on customer adoption levels
For a framework that connects these tactics into one cohesive growth model, explore how customer marketing as a revenue driver helps unify advocacy, adoption, and retention around measurable outcomes.
Looking Ahead
The conversation wraps with Brittnee's insights on the future of customer marketing, including:
- The evolution of case study formats in response to AI-generated content
- Integration of tools like Gong and Laudable to scale voice-of-customer programs
- Development of real-time quote delivery systems for sales enablement
- Enhanced orchestration of customer touchpoints across teams
What became clear throughout the discussion is that customer marketing is no longer just about collecting success stories – it's about creating a systematic approach to driving revenue through existing customer relationships. For B2B organizations looking to optimize their growth strategies, this episode provides both the strategic framework and tactical examples needed to evolve their customer marketing function.
Want to hear the full conversation? Listen to the episode on Spotify, Apple Podcasts, or YouTube. And don't forget to subscribe to The RevRoom for more insights on transforming marketing ideas into revenue.
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About the author
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The RevRoom podcast
Customer marketing beyond advocacy: Drive revenue
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Customer marketing isn't just about collecting testimonials anymore. In this episode of The RevRoom, we sit down with Brittnee Dawson, Director of Customer Marketing at AlphaSense, to explore how customer marketing has transformed into a strategic revenue driver for B2B organizations.
Traditional customer marketing focused primarily on adoption and advocacy. But as Brittnee shares from her experience across Thomson Reuters, Anaplan, and now AlphaSense, the most successful companies have discovered it's actually a powerful engine for revenue growth when done strategically. For a deeper dive into this shift, see our perspective on the customer marketing evolution — how modern teams are redefining customer engagement as a growth engine, not just a support function.
Key takeaways from the conversation include:
Breaking Down the Evolution
The role of customer marketing has expanded significantly, driven by changing consumer behaviors and the recognition that existing customers represent major growth opportunities in B2B SaaS. Brittnee emphasizes how customer marketers must now think beyond testimonials and case studies to create campaigns and programs that capitalize on customer expertise while driving measurable business impact.
Data as the Foundation
Modern customer marketing requires robust data and analytics capabilities. Brittnee shares how her team partners closely with Marketing Operations to:
- Track renewal attribution within existing attribution flows
- Measure advocacy program impact on revenue
- Monitor customer engagement metrics across marketing touchpoints
- Link program participation to adoption metrics
This data-first mindset is critical to moving from advocacy to revenue, where customer programs are designed not just to celebrate success but to systematically drive expansion, renewals, and measurable business outcomes.
The Cross-Functional
Imperative Success in customer marketing demands strong partnerships across the organization. Brittnee outlines her approach to building these relationships:
- Regular engagement with CS leaders to align on goals and KPIs
- Clear communication channels with account managers
- Shared metrics and reporting with sales teams
- Collaborative planning with marketing ops
From Theory to Practice
The episode provides several concrete examples of successful customer marketing initiatives, including:
- A digital renewal program that achieved 100% retention in its first quarter
- An advocacy program that identified job changes among power users to create new revenue opportunities
- Event series that showed 4x higher ARR among program participants
- Targeted lifecycle campaigns based on customer adoption levels
For a framework that connects these tactics into one cohesive growth model, explore how customer marketing as a revenue driver helps unify advocacy, adoption, and retention around measurable outcomes.
Looking Ahead
The conversation wraps with Brittnee's insights on the future of customer marketing, including:
- The evolution of case study formats in response to AI-generated content
- Integration of tools like Gong and Laudable to scale voice-of-customer programs
- Development of real-time quote delivery systems for sales enablement
- Enhanced orchestration of customer touchpoints across teams
What became clear throughout the discussion is that customer marketing is no longer just about collecting success stories – it's about creating a systematic approach to driving revenue through existing customer relationships. For B2B organizations looking to optimize their growth strategies, this episode provides both the strategic framework and tactical examples needed to evolve their customer marketing function.
Want to hear the full conversation? Listen to the episode on Spotify, Apple Podcasts, or YouTube. And don't forget to subscribe to The RevRoom for more insights on transforming marketing ideas into revenue.
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