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Customer Onboarding is Key to Retention [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Sydney Sloan, CMO of SalesLoft. After a long tenure at Adobe, Sydney worked hard to ensure her next role was a great fit and that she would be working with a product she was passionate about. In her current role, she leads marketing for a SaaS company that has taken off not just because of what they do, but also because of their emphasis on one-to-one selling and marketing. On today’s episode we chat about the need for alignment between sales and marketing and the importance of proper customer onboarding for good retention and customer experience.

Key takeaways from this episode:

  • The buyer journey is “the most important and most forgotten”-- once customers buy in, they’re often disregarded. In reality, the customer onboarding process is very important and creating a good customer experience right off the bat will ensure greater retention. 
  • Often the people you sell to are not the people that own the application in the long term. Be aware of who will be using your product regularly and align your communication strategies with them.
  • Marketing is in a unique position to lead the customer experience across the board-- and a great customer experience turns your customers into advocates.

Check out this and other episodes of The Marketer’s Journey on Apple PodcastsSpotifyStitcher, and Google Play

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch