Why pairing scaled CS with Customer Marketing will help you drive deeper customer engagement

Combining scaled Customer Success with targeted marketing enhances customer engagement by offering tailored interactions and unified customer journeys. This partnership increases retention and satisfaction by aligning data-driven insights and personalized communication strategies.

Why Scaled Customer Success and Marketing Matter More Than Ever

In today’s fast-paced tech environment, software providers face tight competition and rising customer expectations. Delivering value across large user bases—while remaining personal and proactive—requires a unified approach to scaled Customer Success (CS) and marketing. This article explores how combining these areas not only resolves pressing challenges like churn and low product adoption but also fosters consistent growth and enduring client loyalty.

The Software Sector’s Shift Toward Scaled CS and Marketing Integration

Economic pressures and higher expectations have pushed the software industry to find new ways of delivering customer success at scale. According to Bain & Company data, 75% of software companies reported a drop in net revenue retention despite nearly 60% increasing their investment in CS. This trend underscores the need for scalable, digitally driven approaches to keep up with growing IT spending, projected to reach US$4.7 trillion by the end of the year. With 65% of software buyers feeling that post-sales needs go unmet, companies must provide consistent value and personalized interactions at scale.

Where Marketing Meets Scaled Customer Success

The global customer success platforms market, currently valued at US$1.52 billion, is poised for a 21.8% CAGR, per Grand View Research. Pairing scaled CS with targeted marketing dramatically amplifies every customer interaction:

• Segmentation and Tailored Campaigns: Marketing teams spotlight new features, share best practices, and emphasize moments of value.
• Automated Onboarding and Support: CS teams use digital tools to handle routine tasks, reserving high-touch support for complex issues.
• Unified Journey: By blending marketing’s storytelling expertise with CS’s operational depth, software providers deliver a connected experience that drives loyalty and growth.

How the Partnership Works

• Proactive Engagement: Timely email and in-app prompts help boost adoption and address knowledge gaps early.
• Data-Driven Insights: Tools like Gainsight PX and Totango offer real-time usage data, guiding teams to intervene at scale (see this approach).‍
• Aligned KPIs: Shared goals for retention, upsells, and satisfaction ensure both teams measure success the same way.

Designing a Digital-Led Customer Success Experience to Drive Customer Marketing Success

Many organizations still battle churn rates averaging 13.3%, as noted by TSIA. Digital-led strategies can counter this by mixing automation and human interaction to keep users supported without overloading CS teams. By offloading repetitive workflows (onboarding guides, email triggers, in-app messaging) to automated systems, CS teams devote more time to high-impact tasks.

A compelling example is Tastewise’s success with EverAfter. By consolidating customer engagement into a personalized, self-serve interface, Tastewise streamlined operations and reduced reliance on manual email communication. Every customer gets a tailored experience based on their segment, making it easy to stay updated, access resources, and collaborate. With AI-driven insights and automated workflows, the team now spends less time on repetitive tasks and more time on strategic initiatives.

Key Automation Tactics That Fuel Customer Marketing

• Self-Serve Onboarding: Customers access tailored resources at their own pace.
• In-App Messaging & Updates: Automated prompts deliver relevant insights without relying on emails.
• Feature Voting & Early Access: Customers influence the roadmap, increasing advocacy.
• AI-Driven Insights: Analytics highlight engagement trends, enabling proactive outreach.

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Results Since Implementing EverAfter

• 87% engagement rate: Personalized content keeps customers actively engaged.
• 100% customer collaboration: Increased from 20 percent, ensuring every customer participates in key initiatives.
• Three times faster content consumption: Customers find the right information when they need it, improving efficiency.

By combining automation with human-led interactions, Tastewise has successfully scaled customer marketing and success efforts, ensuring long-term engagement and growth.

How Customer Marketing Multiplies the Impact of Scaled CS

Customer marketing bolsters scaled Customer Success by reinforcing core objectives at every stage of the journey. As Gainsight explains, marketing teams can promote product updates, highlight customer success stories, and align outreach with lifecycle milestones.

• Showcase Real-Case Examples: Curate brief, targeted success stories and share them in campaigns to illustrate relevant use cases.
• Tailor Content to Each Stage: Coordinate emails, in-app prompts, and training resources from onboarding through expansion.
• Extend Moments of Delight: Host exclusive webinars and office hours to reward loyal clients while solidifying retention.

Building Community-Driven Engagement

Community-led interactions further strengthen bonds with your customers by offering peer collaboration and shared insights.

• Host User Groups: Regular virtual or in-person sessions help users learn from one another and increase advocacy.
• Create an Active Forum: Encourage feedback, share product tips, and gather customer-led ideas that can shape future features.
• Incentivize Collaboration: Recognize outstanding contributors, celebrate milestones, and motivate community-wide engagement.

Balancing Automation with Personal Connection

Digital tools deliver consistent communication, but genuine human touchpoints remain essential.

• Automated Triggers: Set proactive check-ins or celebrate product usage milestones so your brand stays visible.
• Personalized Outreach: Offer account manager support when customers reveal needs for expansion or face key challenges.
• Unified Momentum: Connected engagement can retain about 89% of customers, highlighting the power of cohesive interactions.

When marketing and scaled CS collaborate, they provide meaningful, proactive collaboration that transcends routine support activities, fostering higher satisfaction and loyalty.

Elevating Scaled CS and Marketing Initiatives with EverAfter

EverAfter unifies customer data, resources, and engagement tools into a single, seamless interface, enabling Customer Success and marketing teams to refine messaging, track progress, and drive meaningful interactions. By eliminating silos and scattered tools, EverAfter ensures every campaign reinforces customer success goals—delivering the right message at the right time. Without a centralized interface, efforts become disjointed—emails go unnoticed, onboarding materials get lost, and key value moments slip through the cracks. EverAfter keeps every touchpoint connected, making engagement more strategic, impactful, and scalable.

✅ Without a customer interface: Marketers send product update emails; customers ignore them.
✅ With EverAfter’s customer interface: Updates appear contextually in-app, driving engagement in real time.

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Personalized, Always-On Portals

Using the no-code interface builder, teams create branded portals to guide users through the right materials at the right moments. From onboarding to renewals, these bite-sized pathways keep customers engaged and informed, offering direct calls to action and spaces for collaborative feedback.

Streamlined Engagement with Actionable Dashboards

• Real-Time Progress Tracking: Embed interactive dashboards showing customer health, usage metrics, and upcoming marketing initiatives.
• Tailored Experiences: Utilize data collection to serve industry- or role-specific content that resonates with each audience segment.
• Automated Reminders: Sync with CRM or ticketing systems so customers get timely follow-ups—and never feel bombarded.

Coordinated Touchpoints and Collaboration

EverAfter’s task management helps teams assign responsibilities, keep deadlines, and quickly locate relevant marketing resources. This shared workspace ensures smooth handoffs, so each step in the journey aligns with providing real value.

Orchestrating the Customer Journey at Scale

With built-in journey orchestration, you can map onboarding flows, upsell campaigns, and renewals in a single framework. Each path can be customized to individual customer segments, no matter how large your user base grows. As one CS leader noted, “In just the onboarding phase, we’ve already saved our customer 10 hours by switching to EverAfter.”

By combining synchronized marketing efforts with proactive CS strategies, EverAfter empowers companies to offer consistent value at every interaction. The end result is deeper engagement, seamless collaboration, and a cohesive customer journey that faithfully represents your brand’s promise.