Heather Foeh Consulting has a fresh new brand: The Customer Craft
Consulting Services
Crafting Customer Marketing
Creating a Customer Marketing Function
Is your company ready to add a Customer Marketing function but you aren’t sure where to begin? I can guide your strategy and timelines so you can avoid common pitfalls, launch quickly, and measure the effectiveness of your efforts.
Focus areas:
Measurement: Defining team goals and KPIs that impact your overall business.
Team structure and staffing: Including job descriptions and assistance with interviewing and/or onboarding, as well as ongoing coaching.
Programs and campaigns: Creating a roadmap for which types of programs and channels you should start with now and progress to in the future.
Data: Guidance on the data points that are most impactful and essential to your success along with recommendations for implementation in your CRM.
Scaling Customer Marketing with Your Business
For growth stage companies that want to mature their Customer Marketing function to drive consistent revenue while also creating a delightful experience for their customers.
Focus areas:
Campaigns: Creating the right mix of campaigns, including adoption, engagement, advocacy, and upsell.
Engagement: Expanding opportunities for your customers to engage with you and their peers, including user groups and user conferences.
Data: How to add product usage data into all of your programs.
Differentiated experience: Let’s infuse ‘surprise and delight’ into your customer programs to create an experience that they rave about.
Crafting Customer Advocacy
Creating a Customer Advocacy Program
Let’s uncover your raving fans and mobilize them through a formal advocacy program.
Actions include:
Program name: Selecting a name for your program that aligns with your brand and your audience is the first step in creating a memorable program.
Audience: Guidance on who to invite, based on the signals from your product usage data, call recordings, Customer Success input, social media participation, and more.
Activation: Recommendations for the invitation process, including an activation form and automated follow-ups.
Measurement: Suggestions for ideal fields in your CRM to measure ongoing success, along with the reports to build and trends to look for.
Ongoing engagement: Tips and tactics for keeping your advocates engaged throughout the year.
Implementing Customer Advocacy Software
Whether you’re implementing Advocacy software for the first time, or transitioning to a new platform, I can help.
Strategic Guidance
Using my years of experience building multiple advocacy programs, I can guide your decision-making processes, including selecting a platform, deciding which customers to include, driving internal change management, and creating executive-level reporting showcasing impact.
Hands-On Support
I can be an extra pair of hands for your team as you implement the software, including tweaking look-and-feel, uploading historical data, checking data cleanliness, building reports, testing, and more.
Pssst… Check out my four playbooks for creating a Customer Advocacy Program
Crafting Customer Events
User Groups
Building a strong user group program is a matter of creating repeatable, scalable processes—from selecting locations and hosts to delivering high-value content and executing timely follow-ups. I partner with your team to establish these foundational building blocks and ensure your program scales effectively across multiple cities and countries.
User Conferences
I have led the selection and management of user conference speakers for 13 events for 4 companies. This includes selecting the best speakers to drive the most impactful content, all speaker preparation, dry run rehearsals, direct feedback to make exceptional presentations, and interfacing with internal subject matter experts.
I’ve worked as an integral part of the user conference event planning team to help craft a top-notch experience for both speakers and attendees.
“Heather has been a true thought partner in building our customer marketing program from the ground up. She came in, quickly understood our business and our customers, and built a thoughtful, realistic One Year Plan that gave us both a clear strategy and the confidence to execute it.
What sets Heather apart is that she doesn't just deliver frameworks, she delivers things you can actually use. Her work has been practical, direct, and immediately actionable. We wouldn't be where we are without her.”
— Tamara Gomes, Sr Marketing Manager, Traction CompleteReady to Trade Small Talk for Big Results?
Schedule a free 30-minute consultation and let’s craft a blueprint for your customer marketing mic-drop.