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Huddler Peter Finter on Ad Age

July 07, 2020 11:11 AM | Anonymous member (Administrator)

Just months ago, B2B marketers had lofty growth plans focused on driving a large quantity of leads into their sales funnels. Today, with so many businesses struggling and lead-generating events off the table, those plans have been torn up. Many marketers are now making customer retention their top priority, which is a victory even if it means making contract concessions.

Couchbase, an open-source database software company, has found success with this approach. Because "customer-centricity" is part of the company’s core values, Chief Marketing Officer Peter Finter said it is easier to demonstrate increased empathy for customers—which translated into “we’re in this together” messaging, making training courses free and flexibility on terms. “We want to take pressure off our customers,” says Finter.

Couchbase CMO discusses how 'customer-centricity' is helping the B2B marketer stay connected. 

Read the full Q&A on Ad Age: How Customer Retention Is Replacing Acquisition during the Coronavirus

Listen to the Episode: B2B Values to Solve Any Marketing Challenge

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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