(Gong 2025 Sales Report)

We’ve talked with hundreds of leaders over the years and have aggregated what we think are the top 10 Customer Marketing tips.  Customer marketing plays a critical role in driving 2025 revenue.  It’s the #1 priority for organizations of all sizes according to Gong report.  Customer Marketing in 2025 becomes a strategic, revenue driven function – different from times past.   Here are ten tips to consider in 2025 around your Customer Marketing initiatives:

1. Leverage intent data to identify expansion opportunities within your existing customer base. Seek signals that indicate customers may be interested in additional products or services.
2. Integrate customer data from multiple sources (CRM, marketing automation, ERP) to create unified customer profiles and whitespace. This provides a holistic view for more targeted upsell/cross-sell effort.
3. Utilize AI and machine learning to analyze customer data, predict potential expansion opportunities, and generate personalized recommendations for sales teams
4. Implement a tiered Account-Based Marketing (ABM) approach, tailoring your strategies based on customer value and potential
5. Align marketing and sales teams on shared goals and KPIs for customer expansion. Regular pipeline council meetings can help maintain focus.
6. Develop customer-specific content and messaging that addresses their unique challenges and demonstrates the value of additional products/services 
7. Use multi-threaded engagement strategies to connect with various stakeholders within customer accounts, increasing your chances of successful upsells
8. Implement a customer marketing function focused on advocacy, adoption, and expansion, rather than relying solely on customer success teams 
9. Leverage events, both virtual and in-person, to engage existing customers and showcase new offerings or use cases 
10. Utilize AI-powered chatbots and personalized website experiences to guide customers towards relevant upsell/cross-sell opportunities when they visit your site 

 

This is not meant to be an all encompassing list – your own situation may dictate how and where to evolve your customer marketing strategy.  What have you found that works?