Managing Customer Engagement Marketing

Lisa Pratt is the Vice President of Customer Engagement Marketing at UKG where she leads a team responsible for customer marketing, customer intelligence, advocacy, and community for more than 20,000 customers. In this guide, she explains how customer marketing can make customer retention and expansion efforts more effective at scale, and describes how to manage the function.

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Questions covered in this guide: 

What is customer engagement marketing?

Why is it worth investing in customer engagement marketing?

 What are the different pieces that make up a customer engagement capability?

Where does customer engagement sit within the organization? 

How does customer engagement look different for self-serve products vs. enterprise products? 

When does it make sense to build out a customer engagement marketing function? 

What are the most important pieces to start early (even before you hire a full-time person)? 

When you make your first dedicated customer engagement hire, what should you look for (qualities, backgrounds)? 

As the team scales, what type of sub-specialties do you hire for within customer engagement? 

What tech tools make customer engagement easier? 

How do you measure success? 

What are the most important pieces to get right? 

What are the common pitfalls?

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