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11: Customer Marketing Deep-Dive: Is Retention the New Demand Gen? - with Asha May, Top 100 CMA Strategist, Customer Experience and Customer Marketing Leader
Episode 1122nd March 2023 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:47:20

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** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **


Is retention the new demand gen? We're hearing it everywhere lately. Asha May, longtime Customer Experience and Customer Marketing leader, walks us through why she's glad the post-sales side of B2B Marketing is finally having its moment (and why it really needs to stay in the spotlight). She also shares some heartfelt advice on career pivots, re-entering the workforce after time off, and the importance of staying curious.

Asha talks through:

  • Her career path from Accountant to Gartner Analyst to Award-Winning Customer Marketer
  • The Post-Sales side of B2B Marketing
  • Why marketers must pay attention to the post-contract Customer Experience
  • The key roles to Customer Success (from a Marketing standpoint)
  • Helping the customer get to that "first value"
  • How to set up sales enablement to garner customer feedback and identify advocates
  • ^^ Then how to build and nurture that bank of advocates
  • CABs vs communities: who joins which?
  • Mastering life pivots: re-entering the workforce after time off
  • Breaking out of your comfort zone to feel empowered
  • Why she's DONE with "vanity metrics"

Key Links:

Guest: Asha May -

Host: Jane Serra -

Asha's Recommendations:




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