Give Expansion Sales the timing, messaging, and assets to act on signals from your programs.
Localize expansion and lifecycle programs for EMEA customers, adapting messaging, timing, channels, and events to the region (about 15% of your effort).
Fuel adoption with Customer Success and Product Marketing
Build lifecycle programs that support CS in getting customers to value: onboarding and feature-adoption email, customer webinars, and launch communications.
Work with Product Marketing to turn new features into customer-facing campaigns that drive usage.
Design lifecycle journeys and build them in our marketing automation platform, working with Marketing Ops on complex builds and attribution.
Build the customer data foundation with Marketing Ops and CS: the segments and scores that decide who gets which program, and when.
Build our advocacy engine
Create and run our customer advocacy program that provides speakers for events, case studies, customer references and referrals.
Produce customer case studies and stories.
Drive a review program on G2 and similar sites to strengthen our position against competitors.
Run customer events and our Customer Advisory Board
Launch and run a Customer Advisory Board that brings customer insight into product, messaging, and strategy.
- Plan customer-focused events and user groups.
- What you should bring:
- 6+ years in B2B SaaS marketing, with at least 3 years in customer, lifecycle, or expansion marketing.
A track record of owning an expansion pipeline or revenue number, not just engagement metrics.
Experience creating a customer marketing plan and executing it end to end, doing the hands-on work yourself.
Experience partnering with Ops and CS to build customer segments and scores. You understand how product usage, CRM, and CS data combine to target the right accounts at the right moment.
Experience running advocacy programs: case studies, references, reviews, or advisory boards.
Credibility with sales and CS leaders, and the ability to turn their input into programs that ship.
Comfort with data. You can define the metrics, work with Ops on attribution, and explain what's working.
- Strong writing and a feel for what resonates with customers.
- How we'll measure success:
- Expansion pipeline (primary): pipeline sourced and influenced by your programs, tracked separately for self-serve upgrades and Enterprise expansion.
Adoption impact (shared with CS and product marketing): engagement with adoption programs and the feature activation that follows them.
Advocacy: case studies published, customer availability for speaking and thought leadership activites, and review volume and ratings against plan.
In your first 90 days, you'll take over the upgrade pilot, define the customer marketing plan for 2027, and partner with sales on driving quick expansion pipeline.
