Customer Marketing Manager – Advocacy, Advisory, Expansion

This is a fully remote position, open to applicants in United States.

📋 Description

• Conduct interviews with customers to transform their experiences into case studies, video narratives, testimonials, and compelling sales proof points.

• Create customer narratives and comprehensive content briefs for marketing initiatives.

• Develop and expand customer advocacy programs, which include reference initiatives, review campaigns, case studies, testimonials, video stories, and speaking engagements.

• Encourage customer involvement on external review platforms, such as G2.

• Collaborate with Product Marketing and Sales to establish a searchable customer reference library.

• Evaluate and report on the health of advocacy programs.

• Lead and enhance the Customer Advisory Board, managing aspects such as charter, meeting frequency, participant roster, recruitment, retention, sessions, follow-ups, and communication of insights.

• Design and conduct executive-level advisory sessions.

• Convert advisory feedback into actionable product roadmap, messaging, and enhancements to customer strategies.

• Create and implement programs that generate expansion pipeline within the existing customer base.

• Categorize customers by product usage, segment, and lifecycle stage to effectively prioritize expansion opportunities.

• Develop and oversee HubSpot lifecycle nurture campaigns, focusing on segmentation, workflows, copywriting, and quality assurance.

• Ensure campaign alignment with product adoption milestones and renewal schedules.

• Collaborate with Customer Success and Sales on expansion initiatives and opportunities.

• Manage messaging and campaigns related to new products and features for current customers.

• Monitor expansion pipeline and revenue derived from or influenced by customer marketing efforts.

• Direct the customer marketing strategy for trade shows and industry events.

• Organize customer dinners, testimonial videos, roundtables, podcasts, and customer sessions.

• Shape customer-facing messaging, booth narratives, and follow-up communications post-event.

• Act as the liaison between Customer Success, Sales, Product Marketing, and Demand Generation teams.

• Maintain shared frameworks for customer segmentation and lifecycle management.

• Contribute customer insights to Demand Generation campaigns, sales enablement efforts, and win/loss analyses.

• Define and manage key performance indicators for advocacy, advisory, and expansion programs.

• Collaborate with Marketing Operations to create dashboards that track engagement, pipeline, and revenue impact.

• Report on program performance and return on investment to Demand Generation leadership and cross-functional stakeholders.

• Track metrics related to advocacy, the Customer Advisory Board, and expansion efforts.

⛳️ Requirements

• A minimum of 5 years of experience in B2B marketing, with significant expertise in customer marketing, product marketing, content marketing, or demand generation.

• Proven track record of building or scaling customer advocacy, reference, or marketing programs.

• Outstanding written communication skills for converting customer interviews into engaging narratives and creating detailed content briefs.

• Practical experience with marketing automation tools, including audience segmentation, campaign creation, workflow design, and quality assurance in HubSpot.

• Experience collaborating with Customer Success, Account Management, and Sales to achieve shared pipeline and customer growth objectives.

• Strong grasp of marketing-sourced and marketing-influenced revenue concepts.

• Excellent cross-functional collaboration abilities, with the capacity to influence stakeholders without direct authority.

• Strong executive presence and facilitation skills when engaging with customer executives.

• Robust project management capabilities across multiple concurrent programs, deadlines, dependencies, and stakeholder engagement.

• High level of data fluency, including skills in extracting, analyzing, and interpreting reports from Salesforce, HubSpot, and product usage data.

• Ability to navigate between relationship-driven customer advocacy and revenue-focused expansion efforts.

• Preferred: background in Customer Success, Account Management, or Renewals before transitioning to marketing roles.

• Preferred: experience with customer review site strategies, particularly on platforms like G2 and Capterra.

• Preferred: familiarity with aviation, aerospace, technical B2B, or niche industry backgrounds.

• Preferred: experience in video or podcast production.

• Preferred: involvement with Customer Advisory Boards featuring executive participants.

• Preferred: knowledge of customer lifecycle programs aimed at adoption, retention, upselling, and cross-selling.

• Preferred: expertise in utilizing customer data and analytics to identify expansion opportunities.

• Preferred: proficiency with AI-driven marketing and productivity tools.

• Preferred: experience within the B2B SaaS sector.

🏝️ Benefits

• Program budget.

• Dedicated support from content teams.

• Direct access to customers and executives.

• Fully remote work arrangement.