As customer marketers, we're often tasked with proving the value of our programs while juggling multiple stakeholders, initiatives, and metrics (sounds easy right?). I recently had the pleasure of sitting down with one of the smartest customer marketers I know – Leslie Barrett, Director of Customer Marketing at Tipalti and founder of CMA Soulmate, to discuss how customer marketers can drive impact (and more importantly, measure it) across their organizations.
Leslie's unique perspective comes from years of experience building successful customer marketing programs, and her insights are particularly valuable for teams looking to elevate their role. Here are the key takeaways from our conversation:
1. Recognize the importance of a sound review strategy
I swear I didn’t even ask her about this, but Leslie couldn’t stress enough how important it is to have a review strategy right out of the gate. As she said, “You can’t be passive about this—you need a strategy from the start!” With her previous company, she helped elevate the brand to a top-five position in their category, leading to major visibility and even a spot on a Times Square billboard. Starting a similar strategy at Tipalti, she’s focused on climbing the ranks and making Tipalti stand out in a crowded space.
Takeaway: A well-executed review strategy isn’t just a “nice-to-have”—it can make a company’s achievements visible on a global scale. Plus, Leslie pointed out that educating other departments on the significance of reviews can help align the whole company on why it’s worth the investment.
2. Build momentum behind the scenes
Customer marketing often lives in its own bubble, but Leslie shared her advice on breaking down silos. At Tipalti, she uses what she calls a “silent build”—working on gathering reviews and increasing placements without announcing it to everyone right away. When the results arrived, she presented the company’s new badges and report placements in one major splash, which caught everyone’s attention. “I didn’t tell anyone what I was up to,” she laughed, “and then hit them with 25 badges in a single slide!”
Takeaway: Sometimes, the best way to get buy-in is to let the results speak for themselves. By showing tangible outcomes, customer marketing can demonstrate its impact more powerfully than a hundred emails could.
3. Evolve your metrics beyond basic numbers
While the number of reviews is important, Leslie highlighted the importance of going deeper with metrics. She suggests tracking “increase in placement” and “new badges earned,” as well as competitive insights to keep progressing. “We need to evolve beyond just counting reviews,” she emphasized, encouraging marketers to focus on quality in addition to quantity-focused metrics.
Takeaway: For customer marketing to be truly valuable, you must look beyond volume metrics and focus on metrics that drive competitive advantage and brand authority.
4. Redefine customer marketing's value in business growth
Customer marketing can sometimes be perceived as “fluffy,” but Leslie argues the opposite is true. It can be a direct driver of business impact. With data-driven strategies, marketers can showcase their influence on revenue, supporting sales goals through well-structured customer advocacy programs. For instance, Leslie’s “group reference event” approach – where advocates speak directly to potential customers in a trust-based setting – has helped accelerate deals and build credibility with sales teams. Her advice? Don’t just tell teams how customer marketing helps; show them with tangible results.
Takeaway: Customer marketing shines when framed as a business driver. To redefine its impact, use data, amplify wins, and develop programs that directly support sales objectives.
5. Identify your champions
To build a powerful customer marketing program, Leslie advises a proactive, creative approach to identifying and cultivating advocates. Start by casting a wide net to find engaged customers, such as those who frequently open emails, click links, or opt-in for references. Leverage resources like G2 reference lists, executive referrals, CSM nominations, and NPS feedback. But don’t stop there—advocates need consistent engagement to stay connected to your brand. By nurturing these relationships, you can turn enthusiastic customers into true champions.
Takeaway: A strong advocacy program is intentional, requiring both creativity in finding advocates and dedication to nurturing their loyalty and passion for your brand.
Make the most of customer marketing
We covered so much ground in this conversation, from establishing review strategies to securing buy-in across departments, all while keeping a laser focus on meaningful metrics. Thanks again to Leslie for sharing her wealth of knowledge!
Want to learn more about building effective customer marketing programs? Watch the full conversation with Leslie Barrett on-demand here and discover how to transform your customer marketing initiatives.
