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9 min read

Top ten best practices for driving customer demand

Membership content | Customer Marketing

This article is based on a presentation by Seema and Shanann at the Customer Marketing Summit.

Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.

Hi, everybody. Thanks so much for joining us today to learn about our top 10 tips for driving customer demand. We’re Shanann Monaghan and Seema Rizvi, and we work at Google Cloud building upsell and cross-sell programs across our portfolio of products. 

We’re very excited to share our top tips for building a powerful upsell engine that drives value for your customers and revenue for your business. 

If you're just getting started with building upsell programs and campaigns, our tips are laid out in our suggested order of operation. 

Tip number one is your starting point, and then we’ll layer on tips two, three, four, etc. until you have a well-built upsell engine by tip number 10. That means even if you're already an upselling expert, hopefully we'll have a couple of new ideas for you today. 

Let's go ahead and jump right into tip number one. 

Tip #1: Outline your vision for customer growth

This tip is a foundational starting point. What are you trying to build? How will it help your business? 

In most businesses, you reach a tipping point where your customer base becomes big enough that it drives as much or more revenue than your net new prospects.

This is when it becomes critical for marketing to build a truly full-funnel lead generation engine. You're not only acquiring new business, but you're also engaging and growing your existing customer base. 

As your business grows, your ability to market to your current customer base is critical.

The image above is that full-funnel marketing engine. All marketing organizations start by prospecting and acquiring new business. However, over time, you need to invest in engaging and growing your existing customer base as well. Ultimately, the customers who are engaged and growing are the ones who'll become your advocates.

This post was a collaboration between

Seema Rizvi, Shanann Monaghan

  • Seema Rizvi

    Seema Rizvi

    Seema has 10+ years of experience in marketing strategy, planning, communications, B2B marketing, trade show supervision, hard work, joy, and passion.

    More posts by Seema Rizvi.

    Seema Rizvi
  • Shanann Monaghan

    Shanann Monaghan

    Shanann is a marketing professional with a decade of experience in lead generation, account management and customer programs. She's passionate about the power of customer marketing.

    More posts by Shanann Monaghan.

    Shanann Monaghan
Top ten best practices for driving customer demand