Customer Marketing, Adoption & Advocacy
Marketing to the customers you already have — to adopt, expand and advocate
About this domain
Customer Marketing, Adoption & Advocacy is the Domain that picks up where the sale ends. It covers the messaging that gets a new customer to value, the communications that tell existing customers what has changed and why it is worth using, the narratives behind expansion and cross-sell, and the programs that turn satisfied customers into references, case studies and public advocates.
Its purpose is to protect and compound the value of customers already won. Adoption is what makes a renewal likely, expansion is materially cheaper than acquisition, and a credible customer voice is the most persuasive asset the company has for winning the next deal.
Trigger, mindset & exit
The existing customer base is the audience — a feature launch that needs current users to notice, weak adoption or looming renewals, or a campaign that needs proof from real customers.
Value-first and long-horizon. Treat the existing customer as an audience with its own needs, not as a channel to extract from.
You leave when customers are using what they bought and some are willing to say so publicly — adoption moving, expansion stories in market, and a live pipeline of references.