{"id":16011,"date":"2024-09-16T21:33:02","date_gmt":"2024-09-16T21:33:02","guid":{"rendered":"https:\/\/userpilot.com\/blog\/customer-marketing\/"},"modified":"2025-09-22T21:59:02","modified_gmt":"2025-09-22T21:59:02","slug":"customer-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/customer-marketing\/","title":{"rendered":"9 Effective Customer Marketing Strategies for SaaS"},"content":{"rendered":"<h2 id=\"9tdro\"><strong>What is customer marketing?<\/strong><\/h2>\n<p>Customer marketing is any marketing aimed at your existing customers, rather than potential customers, as its primary target. Customer marketing focuses on driving customer retention, building customer loyalty, and turning customers into brand ambassadors.<\/p>\n<h2 id=\"e7bv2\"><strong>What is a customer marketing strategy?<\/strong><\/h2>\n<p>A customer marketing strategy is any marketing strategy hinged on customer <a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/using-analytics-to-improve-customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">engagement<\/a>. It promotes customer advocacy and leverages the experiences of satisfied customers to drive <a href=\"https:\/\/userpilot.com\/blog\/customer-retention-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a> and boost business growth.<\/p>\n<h2 id=\"fcmo\"><strong>Customer marketing vs. product marketing<\/strong><\/h2>\n<p>With existing customers and their <a href=\"https:\/\/userpilot.com\/blog\/customer-experience-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">experiences<\/a> at the center of both customer marketing and product marketing strategies, they share several similarities; but the focus of each varies slightly.<\/p>\n<p>Product marketing strategies focus on the product and how it meets customer needs. Product onboarding, feature adoption, and customer feedback collection and integration are integral parts of <a href=\"https:\/\/userpilot.com\/blog\/saas-product-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing<\/a>.<\/p>\n<p><span class=\"ng-star-inserted\">With our <a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">mobile SDK<\/a>, you can create targeted onboarding flows using slideouts, carousels, and push notifications without writing extra code.<\/span><\/p>\n<p>On the other hand, customer marketing focuses on creating <a href=\"https:\/\/userpilot.com\/blog\/product-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segments<\/a> based on available data and effectively marketing new products or services to these segments.<\/p>\n<h2 id=\"4v3b6\"><strong>The benefits of customer marketing<\/strong><\/h2>\n<p>Customer marketing is a broad-shaped strategy that encompasses all that you do after a customer signs up, aimed at building quality relationships with customers. Amongst the many benefits of customer marketing are:<\/p>\n<ul>\n<li><strong>Increased customer loyalty and retention:<\/strong> Customer marketing makes the <a href=\"https:\/\/userpilot.com\/blog\/customer-experience-improvement\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience<\/a> more enjoyable. As a result, it increases customer <a href=\"https:\/\/userpilot.com\/blog\/customer-retention-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a> rates, turning existing customers into loyal customers.<\/li>\n<li><strong>Customer advocacy:<\/strong> By boosting customer satisfaction, customer marketing helps turn customers into <a href=\"https:\/\/userpilot.com\/blog\/customer-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand advocates<\/a> that promote your product or service through word-of-mouth marketing.<\/li>\n<\/ul>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; padding-top: 56.5%;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\" title=\"Driving WOM &amp; Account Expansion with Interactive Secondary Onboarding with Adina Timar\" src=\"https:\/\/www.youtube.com\/embed\/1q7QOEIrj08?feature=oembed\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div><figcaption>How to drive WOM with interactive onboarding.<\/figcaption><\/figure>\n<ul>\n<li><strong>Increased revenue:<\/strong> Ultimately, great customer relationships lead to recurring purchases from your current customers, which leads to increased revenue.<\/li>\n<\/ul>\n<h2 id=\"8oefg\"><strong>What are the types of customers in marketing?<\/strong><\/h2>\n<p>To effectively market to any customer, you must understand the customer and their relationship with your business. Some types of customers to pay attention to include:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/how-to-grow-active-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">Active customers<\/a>:<\/strong> These customers actively use your product or service after the purchase. Although active customers may not be loyal to your brand, they love your product and use it productively.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">Loyal customers<\/a>:<\/strong> These customers are loyal to your brand, repeatedly coming to you for your product\/service, regardless of the available competition.<\/li>\n<li><strong>Discount customers:<\/strong> The discount customer only ever purchases your product when they find it at less than its full retail price.<\/li>\n<li><strong>Need-based customers:<\/strong> This customer buys products to serve a specific need. They know what they want and why. <a href=\"https:\/\/userpilot.com\/blog\/needs-based-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Need-based<\/a> customers are difficult targets for upselling or cross-selling.<\/li>\n<\/ul>\n<h2 id=\"fm04g\"><strong>Different types of customer marketing<\/strong><\/h2>\n<p>There are two primary goals of any customer marketing strategy:<\/p>\n<ul>\n<li>Improving <a href=\"https:\/\/userpilot.com\/blog\/improve-customer-satisfaction-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer satisfaction<\/a><\/li>\n<li>Growing the <a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer&#8217;s lifetime value<\/a><\/li>\n<\/ul>\n<p>Every customer marketing strategy can be classified according to which of these goals it pursues. For instance, where upselling and customer retention efforts help boost the customer&#8217;s lifetime value, loyalty programs and customer service efforts drive customer satisfaction.<\/p>\n<p>What follows is a complete list of the types of customer marketing efforts that help you achieve either of these goals.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/types-of-customer-marketing_2810392e5987b1b71c42d2a1b087d9cf_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/types-of-customer-marketing_2810392e5987b1b71c42d2a1b087d9cf_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/types-of-customer-marketing_2810392e5987b1b71c42d2a1b087d9cf_800.png\" alt=\"Types of customer marketing\" \/><\/picture><figcaption>Types of customer marketing.<\/figcaption><\/figure>\n<h2 id=\"4ukud\"><strong>Effective customer marketing strategies to implement<\/strong><\/h2>\n<p>A solid customer-driven marketing strategy enables you to leverage your current customers as marketing assets. But where do you begin? Consider a few strategies to get you started.<\/p>\n<h3 id=\"717j8\"><strong>Personalize onboarding based on the user&#8217;s job to be done<\/strong><\/h3>\n<p>Your first interaction with new customers sets the tone for your ongoing relationship; treat it with care. A good introduction is a two-way affair. It tells the user who you are and how you can serve them, but it also tells you who they are and why they need you.<\/p>\n<p>Create <a href=\"https:\/\/userpilot.com\/blog\/welcome-screen-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome screens<\/a> for your first communication with new customers. Welcome them with a warm, personalized <a href=\"https:\/\/userpilot.com\/blog\/greeting-message-for-new-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">greeting message<\/a>, and find out who they are and what goals they want to achieve with your product.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/postify-welcome-survey-customer-marketing_cee88da9e32ed0f3298e42afc9f1da28_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/postify-welcome-survey-customer-marketing_cee88da9e32ed0f3298e42afc9f1da28_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/postify-welcome-survey-customer-marketing_cee88da9e32ed0f3298e42afc9f1da28_800.png\" alt=\"postify-welcome-survey-customer-marketing\" \/><\/picture><figcaption>Create a welcome survey with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>Finally, personalize the user&#8217;s experience on the platform using this information. A <a href=\"https:\/\/userpilot.com\/blog\/personalize-user-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized onboarding<\/a> experience helps new customers understand your product and how it aids them to <a href=\"https:\/\/userpilot.com\/blog\/saas-customer-success-guide\/\">achieve customer success<\/a>.<\/p>\n<h3 id=\"2dakg\"><strong>Map the customer success journey and guide them through each stage<\/strong><\/h3>\n<p>A <a href=\"https:\/\/userpilot.com\/blog\/customer-success-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success journey map<\/a> is a graphic representation of the stages a customer must pass through to succeed with your product. It captures everything that happens between new customers signing up and achieving success.<\/p>\n<p>Start by identifying the different stages of the customer journey. Then, set goals for each customer segment at every stage of their journey. Finally, map them all together into an <a href=\"https:\/\/userpilot.com\/blog\/customer-success-onboarding-playbook\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding playbook<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/customer-onboarding-process-customer-marketing_2e665eb33727aa0d79af3b73e83a067c_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/customer-onboarding-process-customer-marketing_2e665eb33727aa0d79af3b73e83a067c_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/customer-onboarding-process-customer-marketing_2e665eb33727aa0d79af3b73e83a067c_800.png\" alt=\"Customer onboarding process\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/blog\/customer-onboarding-process\/\">Customer onboarding process<\/a>.<\/figcaption><\/figure>\n<p>Armed with this information, you can design an onboarding process that encourages users to follow these steps to reduce friction and achieve success.<\/p>\n<h3 id=\"4d0f4\"><strong>Segment users with similar characteristics to provide a better experience<\/strong><\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/good-onboarding-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">Onboarding surveys<\/a> give you a preliminary idea of who your users are and what they want to achieve. <a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segment<\/a> your customer base, using these responses to provide help according to their needs.<\/p>\n<p>For instance, you could use tooltips to showcase features that users need to achieve their stated <a href=\"https:\/\/userpilot.com\/blog\/jtbd-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">JTBD (job to be done)<\/a>.<\/p>\n<p>Userpilot helps you successfully segment your customers using any combination of criteria.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/user-segmentation-firmographics-userpilot-customer-marketing_3ec591b7cc3f0e7bd00d84bf566378be_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/user-segmentation-firmographics-userpilot-customer-marketing_3ec591b7cc3f0e7bd00d84bf566378be_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/user-segmentation-firmographics-userpilot-customer-marketing_3ec591b7cc3f0e7bd00d84bf566378be_800.png\" alt=\"User segmentation firmographics in Userpilot\" \/><\/picture><figcaption>User segmentation in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"4daic\">Understand customer engagement with feature tagging<\/h3>\n<p>Feature tagging helps you answer questions about your users and how they interact with your product. For instance, how many of your users are using your core and secondary features? How often do they use them?<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tag-feature-Userpilot-customer-marketing_daa8b7c7647d7c6d7e670981fc36218f.gif 1x, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tag-feature-Userpilot-customer-marketing_daa8b7c7647d7c6d7e670981fc36218f.gif 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tag-feature-Userpilot-customer-marketing_daa8b7c7647d7c6d7e670981fc36218f.gif 1x, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tag-feature-Userpilot-customer-marketing_daa8b7c7647d7c6d7e670981fc36218f.gif 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tag-feature-Userpilot-customer-marketing_daa8b7c7647d7c6d7e670981fc36218f.gif\" alt=\"Userpilot tag feature\" \/><\/picture><figcaption>Feature tagging with Userpilot.<\/figcaption><\/figure>\n<p>Once you notice a segment of users lagging behind in the usage of a feature, it&#8217;s time to act. First, you may want to find out why. Then, you need to reach out to them with a hotspot\/spotlight that encourages <a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">feature discovery<\/a> and adoption.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/hotspot-customer-onboarding-framework_4282a7eb4d333cc34bf43bd4ef56a9b4.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/hotspot-customer-onboarding-framework_4282a7eb4d333cc34bf43bd4ef56a9b4.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/hotspot-customer-onboarding-framework_4282a7eb4d333cc34bf43bd4ef56a9b4.gif\" alt=\"Userpilot hotspot customer onboarding\" \/><\/picture><figcaption>How to use a hotspot to drive feature discovery.<\/figcaption><\/figure>\n<h3 id=\"1ck10\"><strong>Collect and act on feedback<\/strong><\/h3>\n<p>At the heart of customer-centric marketing is feedback. Use in-app surveys to <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collect user feedback<\/a> regarding your product and measure customer satisfaction.<\/p>\n<p>Create <a href=\"https:\/\/userpilot.com\/blog\/nps-survey-best-practices-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS surveys<\/a> with Userpilot to gauge user sentiment around your product. Who are your detractors? What fuels their negativity? How can you resolve their issues and turn them from <a href=\"https:\/\/userpilot.com\/blog\/nps-detractors-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">detractors to promoters<\/a>?<\/p>\n<p>Use follow-up questions to identify friction points and desired improvements. Use this information to guide product upgrades that eliminate them.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/NPS-survey-customer-marketing_4aa4dd8a9c383d7e7066ff7ea153197c_800.png 1x, https:\/\/images.storychief.com\/account_6827\/NPS-survey-customer-marketing_4aa4dd8a9c383d7e7066ff7ea153197c_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/NPS-survey-customer-marketing_4aa4dd8a9c383d7e7066ff7ea153197c_800.png 1x, https:\/\/images.storychief.com\/account_6827\/NPS-survey-customer-marketing_4aa4dd8a9c383d7e7066ff7ea153197c_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/NPS-survey-customer-marketing_4aa4dd8a9c383d7e7066ff7ea153197c_800.png\" alt=\"Userpilot NPS survey\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> NPS survey.<\/figcaption><\/figure>\n<h3 id=\"bc7qa\"><strong>Reward your existing customers<\/strong><\/h3>\n<p>One way to keep customers happy is to offer them rewards for their loyalty. A well-optimized <a href=\"https:\/\/userpilot.com\/blog\/improve-nps\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS survey<\/a> helps you identify your promoters.<\/p>\n<p>You can build simple but effective modals, slideouts, and checklists like the one below code-free with Userpilot to offer your users their <a href=\"https:\/\/userpilot.com\/blog\/variable-rewards\/\" target=\"_blank\" rel=\"noopener noreferrer\">rewards<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/modal-incentives-for-loyal-users-customer-marketing_624ff7f3fa898a904f9535192f33270f_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/modal-incentives-for-loyal-users-customer-marketing_624ff7f3fa898a904f9535192f33270f_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/modal-incentives-for-loyal-users-customer-marketing_624ff7f3fa898a904f9535192f33270f_800.png\" alt=\"Modal incentives for loyal users\" \/><\/picture><figcaption>Modal incentives for loyal users.<\/figcaption><\/figure>\n<h3 id=\"cgahj\"><strong>Drive customers to become brand advocates<\/strong><\/h3>\n<p>Advocate marketing is a great way to cut down marketing budgets while increasing your reach. Encourage delighted customers to share their customer stories and leave public reviews for your product.<\/p>\n<p>Segment users with higher scores; use in-app messaging and modals to prompt them to leave a review. Incentivize users to take out the time to leave these reviews using rewards.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/ask-for-reviews-in-app-customer-marketing_de8e305a8133d7b5551747ff005c2bdd_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/ask-for-reviews-in-app-customer-marketing_de8e305a8133d7b5551747ff005c2bdd_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/ask-for-reviews-in-app-customer-marketing_de8e305a8133d7b5551747ff005c2bdd_800.png\" alt=\"Sample in-app review request\" \/><\/picture><figcaption>Sample in-app review request.<\/figcaption><\/figure>\n<h3 id=\"6dlkj\"><strong>Provide self-service support<\/strong><\/h3>\n<p>For your business to be fully customer-centric, it must offer customers the tools and resources they need to help themselves.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/blog\/proactive-support-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Self-service support<\/a> provides users with the guidance and resources they need to master your product and navigate difficulties while using it. A resource center relieves you of the need for large support teams while providing on-demand support to users.<\/p>\n<p>A good resource center contains resources in different formats, from video tutorials to webinar recordings, case studies, and much more. It even provides users an option to contact customer support if they need more personalized assistance.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/Rresource-center-userpilot-customer-marketing_2a5e96fbc08a52d5ed5b9eb346439ca1_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/Rresource-center-userpilot-customer-marketing_2a5e96fbc08a52d5ed5b9eb346439ca1_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/Rresource-center-userpilot-customer-marketing_2a5e96fbc08a52d5ed5b9eb346439ca1_800.png\" alt=\"Userpilot Resource Center\" \/><\/picture><figcaption>Example of a good resource center.<\/figcaption><\/figure>\n<h3 id=\"fkuic\">Guide users to adopt your product<\/h3>\n<p>Use <a href=\"https:\/\/userpilot.com\/blog\/onboarding-tooltips-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding tooltips<\/a> to reveal the next task or activity the user should take to boost product usage and adoption. You can create these tooltips without writing a single line of code, with Userpilot.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tooltips-userpilot-customer-marketing_dab0889800367d7476d450a9024e704e_800.png 1x, https:\/\/images.storychief.com\/account_6827\/tooltips-userpilot-customer-marketing_dab0889800367d7476d450a9024e704e_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tooltips-userpilot-customer-marketing_dab0889800367d7476d450a9024e704e_800.png 1x, https:\/\/images.storychief.com\/account_6827\/tooltips-userpilot-customer-marketing_dab0889800367d7476d450a9024e704e_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/09\/tooltips-userpilot-customer-marketing_dab0889800367d7476d450a9024e704e_800.png\" alt=\"Userpilot tooltips\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> tooltips.<\/figcaption><\/figure>\n<h2 id=\"3nlrn\"><strong>How do you measure your customer marketing efforts<\/strong><\/h2>\n<p>How can you tell whether you&#8217;re doing a good enough job with customer marketing? With the right <a href=\"https:\/\/userpilot.com\/blog\/customer-onboarding-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding metrics<\/a>, measuring the success of your customer marketing efforts doesn&#8217;t have to be daunting. Consider a few of them:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer lifetime value<\/a>:<\/strong> This metric tracks the total expected earnings of a paying customer over the length of their relationship with you.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/customer-onboarding-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">ROI<\/a>:<\/strong> The return on investment calculates the profitability of your investment across your marketing channels.<\/li>\n<li><strong>Cost per lead:<\/strong> How much does it cost you to acquire a single lead? Zero in on the more effective parts of your marketing campaign to bring down costs.<\/li>\n<li><strong>OKRs:<\/strong> <a href=\"https:\/\/userpilot.com\/blog\/okrs-vs-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">OKRs (Objectives and Key Results)<\/a> are a collaborative goal-setting methodology that helps you track the progress of your marketing team using measurable goals.<\/li>\n<li><strong>User journey tracking:<\/strong> <a href=\"https:\/\/userpilot.com\/blog\/user-journey-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">User journey analytics<\/a> help you monitor your users&#8217; digital interactions and map out each customer&#8217;s path to conversion.<\/li>\n<\/ul>\n<h2 id=\"ptf2\"><strong>Conclusion<\/strong><\/h2>\n<p>Rather than constantly chasing down new prospects, customer marketing helps you optimize the value of your existing customers. It optimizes customer support and success to drive retention, encourage loyalty, and increase revenue through upselling, cross-selling, and referrals.<\/p>\n<p>Userpilot provides you with tools to better understand your customer needs and turn customers into brand ambassadors. <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Get a Userpilot demo<\/a> to learn more about these tools and how they help you achieve your goal.<\/p>\n<div class=\"poptin-embedded\" data-id=\"eeac831106613\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>What is customer marketing? Customer marketing is any marketing aimed at your existing customers, rather than potential customers, as its primary target. Customer marketing focuses on driving customer retention, building customer loyalty, and turning customers into brand ambassadors. What is a customer marketing strategy? A customer marketing strategy is any marketing strategy hinged on customer [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":16013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[293],"tags":[446,1035,363,1034,128,988,193,825,143,933,469,1065],"class_list":["post-16011","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-marketing","tag-customer-experience","tag-customer-loyalty","tag-customer-success","tag-drive-retention","tag-feature-discovery","tag-marketing-saas","tag-marketing-tool","tag-nps-surveys","tag-product-marketing","tag-saas-user-experience","tag-saas-welcome-screen","tag-segment-users"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>9 Effective Customer Marketing Strategies for SaaS<\/title>\n<meta name=\"description\" content=\"Customer marketing aims to foster loyalty and drive retention. 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