11: Customer Marketing Deep-Dive: Is Retention The New Demand Gen? - With Asha May, Top 100 CMA Strategist, Customer Experience And Customer Marketing Leader Women In B2B Marketing podcast

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **

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Is retention the new demand gen? We're hearing it everywhere lately. Asha May, longtime Customer Experience and Customer Marketing leader, walks us through why she's glad the post-sales side of B2B Marketing is finally having its moment (and why it really needs to stay in the spotlight). She also shares some heartfelt advice on career pivots, re-entering the workforce after time off, and the importance of staying curious.

Asha talks through:

Her career path from Accountant to Gartner Analyst to Award-Winning Customer Marketer
The Post-Sales side of B2B Marketing
Why marketers must pay attention to the post-contract Customer Experience
The key roles to Customer Success (from a Marketing standpoint)
Helping the customer get to that "first value"
How to set up sales enablement to garner customer feedback and identify advocates
^^ Then how to build and nurture that bank of advocates
CABs vs communities: who joins which?
Mastering life pivots: re-entering the workforce after time off
Breaking out of your comfort zone to feel empowered
Why she's DONE with "vanity metrics"

Key Links:

Guest: Asha May - https://www.linkedin.com/in/ashamay/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Asha's Recommendations:

Politicology: https://podcasts.apple.com/us/podcast/politicology/id1514968525
Adam Grant's Think Again: https://www.amazon.com/Think-Again-Power-Knowing-What/dp/1984878107
How Will You Measure Your Life: https://www.amazon.com/How-Will-Measure-Your-Life/dp/0062102419/ref=sr_1_1?crid=1J2N7XL3T29K0&keywords=how+will+you+measure+your+life&qid=1679454236&sprefix=how+will+you+measure+your+life%2Caps%2C107&sr=8-1
Gain Grow Retain: https://podcasts.apple.com/us/podcast/gain-grow-retain/id1476256054
Career Blast in a Half by Loren Greiff: https://podcasts.apple.com/us/podcast/career-blast-in-a-half/id1670977528
WIB2BM Ep # 9 with Karyn Scott: https://womeninb2bmarketing.com/episode/09-smb-marketing-enterprise-marketing-and-being-a-fractional-cmo-with-karyn-scott-fractional-cmo-board-member-advisor
Customer-Led Groove: https://podcasts.apple.com/us/podcast/customer-led-groove/id1648001135