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10 Years in Marketing Made Me a Better Customer Success Professional

Writer's picture: Kristi FaltorussoKristi Faltorusso

My CS Superpower? Marketing.


Before transitioning into Customer Success, I spent the first decade of my career immersed in the world of Marketing. That experience has become my not-so-secret weapon in the CS field—an edge that continues to shape the way I serve customers and drive impactful results.


Why Diverse Experiences Matter


Professionals with diverse backgrounds bring unique perspectives to the table. Whether your previous life was in education, sales, engineering, or any other field, those skills can elevate how you solve problems and deliver value. For me, Marketing has been a game-changer in my Customer Success career.


Here are four ways Marketing has supercharged my work in CS:


1. Data Storytelling


In Marketing, I learned to transform raw data into compelling narratives. A graph or a spreadsheet is just numbers until you give it context and meaning. This skill allows me to:


Present insights that resonate with both customers and executives.


Highlight key trends and opportunities in ways that drive action.


Build alignment by focusing on the "why" behind the metrics.


Storytelling through data isn’t just about reporting—it’s about inspiring understanding and strategic decisions.


2. Knowing My Audience


Marketing taught me the importance of segmentation and personas—understanding who your audience is, what they care about, and how to meet their needs. In Customer Success, this translates to:


Delivering highly tailored customer experiences.


Building trust by showing a deep understanding of their business challenges.


Fostering relationships that feel personal, even when scaled across a portfolio.


When you know your audience, you’re better equipped to meet them where they are and deliver value.


3. Driving Engagement


Marketing campaigns are designed to inspire action—to make someone click, buy, or advocate. That same principle drives my approach to customer engagement:


Developing initiatives that keep customers invested in their success.


Creating programs that celebrate milestones and spark collaboration.


Using proactive communication to build momentum and excitement.


Engagement isn’t a one-and-done effort. It’s about maintaining a steady rhythm of value and interaction.


4. Amplifying Customer Advocacy


In Marketing, building a brand and amplifying its voice was a key focus. In Customer Success, the spotlight shifts to the customer:


Turning satisfied customers into enthusiastic advocates.


Collaborating on case studies, testimonials, and social campaigns.


Highlighting their success stories to inspire others.


When customers see their wins celebrated, it deepens their connection to your partnership and strengthens your brand’s credibility.


Marketing: My Cheat Code for Success


Far from being just another line on my resume, my Marketing background has been a strategic advantage. It’s helped me drive outcomes, amplify value, and create lasting impact in the Customer Success space.


What’s Your Superpower?


Now it’s your turn. How has your background shaped your approach to Customer Success?


Whether it’s a previous role or a unique skill set, share your superpower in the comments below.


Let’s connect the dots together and continue elevating the CS profession!

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