Does your Brand Lose its sparkle Post-Sales?
Why Investing in Brand and Marketing for Customer Success Drives Growth
Most companies already invest heavily in customer acquisition. Sales, advertising, and marketing all benefit from large budgets and teams of people with time dedicated to communicating value through a compelling narrative.
Too few companies invest the same time, effort, or funding into the customers they already have. That’s a problem.
According to McKinsey, 80% of enterprise value comes from customer expansion. But, in many organizations, Customer Success teams are expected to drive that growth without a coordinated effort from marketing.
The gap in growth strategy
Customer Success is the central piece of your biggest ongoing revenue opportunity:
- Renewals
- Expansions
- Long-term relationships
But for customers to renew or expand, they need to see and understand the value you deliver. This means metrics and reports, obviously, but it also means an ongoing narrative and experience with your brand that creates a sense of excitement and value.
Customer Success can’t do this alone
CSMs are at the front line with the customer. They understand the needs, pain points, and opportunities. But are often not equipped to:
- Build compelling narratives about evolving value
- Create scalable communication across accounts
- Consistently showcase innovation and progress
That’s where marketing comes in.
What “Marketing for Customer Success” means
This isn’t demand-gen.
Pre-sales is the promise. Post-sales is the proof.
If your brand disappears after the deal closes, you lose momentum. If it shows up consistently, it builds trust that drives expansion.
This looks like:
- Customer-specific value storytelling
- Expansion-focused messaging and assets
- Lifecycle campaigns tied to product and platform evolution
- Branded communications that reinforce the partnership
- Visual and narrative tools that help CSMs sell within accounts
So where does this investment live? Often, this is where companies get stuck.
The CS team is addressing tactical customer needs and putting out fires, and the marketing team is driving outbound campaigns and trying to hit their growth metrics.
Does the budget come from Customer Success? If it’s a marketing activity, should it come from the marketing resources?
Oftentimes, it seems to be a shared function borrowing time and resources from whatever is left over. So the real question is, if expansion is the largest opportunity for growth, why isn’t it more intentionally supported?
The Bottom Line
If you want to grow faster, don’t just focus on new customers. Focus on new value from the customers you already have.
This means supporting your great Customer Success team with marketing that continues the story after the sale.
If you lead a CS organization, we’d like to hear from you. Where does the brand show up for your team, and where does it disappear?
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BayCreative is a B2B brand and creative agency based in San Francisco. We work with technology companies to close the post-sale communication gap — helping Customer Success teams show up for their customers with the same craft and intention that wins the deal in the first place. baycreative.com
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