How B2B Marketers Use Customer Marketing to Retain and Expand

In this episode, Lucas and Luna explore customer marketing as an often-overlooked growth engine for enterprise B2B. They use the example of a global cloud infrastructure provider that saw a 22 percent uplift in expansion revenue within two quarters of launching a customer advocacy program. The conversation covers how to identify and activate your best customers into case studies, webinars, and reference calls—without overburdening them. They also discuss the shift from a one-off campaign mindset to building an always-on customer marketing engine, and how to measure success beyond just the pipeline. Expect practical advice on creating customer advisory boards (building on a prior episode), using success metrics like net revenue retention, and aligning with sales teams on reference requests. If you're looking to tap into the hidden potential of your existing customer base, this episode gives you a clear framework to get started and to make the case to your CMO. #CustomerMarketing #EnterpriseB2B #AccountExpansion #NetRevenueRetention #CustomerAdvocacy #ReferenceCalls #ExpansionRevenue #B2BMarketing #FexingoBusiness #BusinessPodcast #MarketingOps #CustomerSuccess #CaseStudies #Webinars #SalesAlignment #RetentionMarketing #B2B #DemandGen Keep every episode free: buymeacoffee.com/fexingo