Customer marketing

What Is Customer Marketing?

Customer marketing is a strategic approach that focuses on strengthening relationships with existing customers by providing ongoing education, support, and value-driven communication. Unlike demand generation—which primarily targets new prospects—customer marketing is about deepening engagement and expanding the relationship over time.

With the ON24 Intelligent Engagement Platform, marketers can design digital experiences—such as webinars, on-demand content hubs, and personalized landing pages—that keep customers engaged and informed. These experiences allow brands to demonstrate continued value, showcase success stories, and identify opportunities for cross-sell and upsell.

For example, identifying your most engaged customers and featuring their success stories in a webinar or case study series can inspire others in similar roles or industries. In doing so, you not only retain trust but also position your brand as a long-term partner in your customers’ success.

Why It Matters

• Drives retention: Regular engagement strengthens loyalty and reduces churn.
  
• Increases customer lifetime value (CLV): Ongoing education and communication lead to repeat business.
• Promotes advocacy: Satisfied customers often become brand advocates, driving referrals and case studies.
  

How It’s Used

Customer marketing strategies within ON24 typically include:

• Educational webinars: Deliver post-purchase training or best practices to ensure continued value.
  
• Personalized campaigns: Use first-party data from ON24 to deliver tailored recommendations and content.
  
• Customer spotlight sessions: Feature success stories that showcase measurable results.
  
• On-demand experiences: Create accessible resource hubs that enable self-paced learning and re-engagement.
  
• Feedback collection: Use interactive features—like polls and Q&A—to understand evolving customer needs.

These initiatives help marketers transform engagement into insights—fueling smarter retention campaigns and improved post-sale communication.

Key Benefits

• Personalized engagement: Leverage data-driven experiences to meet customers where they are in their journey.
  
• Increased retention: Build loyalty through consistent communication and education.
  
• Cross-sell and upsell potential: Identify expansion opportunities based on usage and engagement data.
  
• Actionable insights: Track content performance and customer behavior through ON24 analytics.
  
• Brand advocacy: Turn happy customers into promoters who amplify your success stories.
  

For deeper strategies, explore Propel Your Pipeline to see how ON24 empowers long-term customer engagement.

Frequently Asked Questions

1. What is the main goal of customer marketing?
   
   • To build stronger relationships with existing customers, encouraging loyalty, retention, and long-term engagement.
2. How does ON24 support customer marketing?
   
   • ON24 helps marketers create interactive digital experiences that deliver ongoing value while capturing first-party data for better personalization.
3. Can customer marketing increase cross-sell opportunities?
   
   • Yes. By analyzing engagement data from webinars and content hubs, marketers can identify interested customers and recommend complementary solutions.
4. How does customer marketing differ from demand generation?
   
   • While demand generation focuses on attracting new leads, customer marketing centers on nurturing existing relationships to maximize value and advocacy.
5. What content formats are best for customer marketing?
   
   • Webinars, virtual workshops, and on-demand content hubs are ideal for continuous engagement and education.

Editorial & Methodology Notice

This content was written and verified by the ON24 Editorial Team using official ON24 benchmark data, platform documentation, and verified customer engagement insights.
Updated: October 2025