In this episode, host Marg Bouse welcomes back her daughter and customer marketing strategist Jackie Bouse for a deep dive into Customer Marketing — one of the least understood and most powerful functions inside a growing business.

Jackie, who has spent years specializing in customer marketing, explains how companies can leverage existing client relationships to drive retention, growth, and advocacy — turning satisfied customers into the most credible marketers a business can have.

Together, Margaret and Jackie explore how small to mid-sized businesses and nonprofits can apply these same strategies, even without large marketing teams or budgets.

🎯 In this episode, you’ll learn:

• What “Customer Marketing” really is — and why it’s powerful
• How to build trust-based relationships that foster renewals, referrals, and upsales
• Best practices for case studies, customer advisory boards (CABs), and onboarding experiences
• How to ethically use customer logos, testimonials, and stories in marketing
• Why “meeting customers where they are” builds loyalty and community
• How AI and automation will reshape authentic customer engagement

💡 Key takeaway:
Customer Marketing is about relationships — listening, learning, and co-creating value. For businesses ready to scale sustainably, it’s not just a retention tool — it’s a differentiator.

📎 Additional Resources

• Creating a Customer Advisory Board: https://customeradvisoryboard.org/
• Playbook for CAB success: https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/
• Creating a Customer Community: https://influitive.com/blog/customer-community/

What customer marketing strategies have worked best in your business? Do you run a CAB or customer community? We’d love to hear your experiences.

#CustomerMarketing #MarketingStrategy #CustomerSuccess #B2BMarketing #Retention #Advocacy #CustomerExperience #SMBMarketing #Leadership #RelationshipMarketing #EthicalMarketing

Sopra Solutions LLC www.soprasolutions.com https://www.linkedin.com/company/sopra-solutions

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