June 6, 2019

How Post-Sale Marketing Can Grow Your B2B Brand

Customers: What are they? Where do they come from, and what do they want? These are some of the great, cosmic questions we humans may never be able to answer. Just kidding, it’s actually (from a high-level, conceptual viewpoint) pretty simple. We’re all doing business with people, and people matter. If you keep your customer happy, great things happen. Going a little further, companies need to spend more time focusing on customer activation. Customers can and should be advocates for your brand, but to achieve that, they have to be treated well. Simple enough concept, but execution will take a little work.

On this episode of RTU, Kevin Spurway, SVP of Marketing at Appian, an enterprise application development platform, talks about the high level of commitment and effort required to really engage with customers, especially existing ones. He discusses what he calls “post-sale marketing,” which is how Appian has been so successful at developing meaningful relationships with its client base. Tune in to hear about post-sale marketing, celebrating customer success, customer-engagement pitfalls to avoid, and more!

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Quotes from Kevin Spurway

I think the interesting insight for me was, that the people experience tends to get lost when we focus on product on technology, as you might expect.

I've created a structure within the marketing department where a person heads an organization, reports directly to me, and is entirely focused on post-sale marketing.