Services
I work with mid-market B2B companies across Europe on three practice areas, all delivered through a consistent method built to leave you with a running system rather than a document.
Scope, stated plainly
Customer Marketing is a broad discipline — retention & engagement, advocacy, adoption content, community & events, revenue-expansion campaigns, cross-functional collaboration. I give you the strategy and operating model for the full function, but what I deliver hands-on is focused: advocacy, Voice of Customer, and Advisory Boards. Ongoing campaign production, loyalty programs, and recurring multi-channel events execution are explicitly not what I run day to day — I'll tell you plainly when something falls outside what I deliver, and point you to who does.
Customer Marketing Startup Missions
What it addresses
Your installed base is a growth engine, but you don't have the map: which customers matter commercially, where retention risk sits, where upsell lives. A 3- to 6-month setup mission gives you the full picture and the operating system to act on it.
What I set up in 3 to 6 months
- Installed base understanding and segmentation.
- Retention, upsell and cross-sell strategy.
- Customer marketing operating model.
- First activities running.
- Cross-functional interface.
- Handoff and documentation.
Typical engagement
- 3-month starter mission (audit + strategy + first activities)
- 6-month full setup (audit + strategy + full operating model + handoff)
- Optional post-handoff advisory retainer
Customer Advocacy Programs
What it addresses
Most B2B companies underuse their installed base: references are inconsistent, stories ad-hoc, referrals informal. The pipeline value of long-term customers is invisible to Sales. Customer Advocacy Programs fix that.
What I build with you
- Program strategy and multi-year roadmap
- Reference management system setup
- Customer story production pipeline (10+ per year is achievable)
- Peer-to-peer session frameworks
- Sales-facing enablement tools
- Program KPIs and reporting
Typical engagement
- Full program build: 3-6 months
- Program revitalization (existing program that needs restart): 2-4 months
Voice of Customer & Advisory Boards
What it addresses
Product Advisory Boards and Executive Advisory Boards are powerful when designed with intent, and expensive theatre when not. Same with VoC programs. I build the ones that generate insight and stick, not the ones that generate meeting minutes.
What I build with you
- Advisory Board charter design (Product, Executive, or both)
- Member recruitment strategy and outreach
- Session facilitation, in person or hybrid
- Voice of Customer methodology design
- Coaching of internal facilitators
- Reporting frameworks connecting Advisory input to Product and Sales decisions
Typical engagement
- Complete Advisory Board setup (charter, members, first session): 3-6 months
- VoC program design + methodology: 2-4 months
- Ongoing facilitation monthly retainer
My Method
Every engagement, whether a full Customer Advocacy program build, an Advisory Board setup, or a Startup Mission, follows the same four-stage structure.
1. Audit — Understanding your existing customer marketing activities, assets and gaps. Interviewing your Sales, Customer Success, Product and Marketing teams. Reviewing what you have and what is missing.
2. Goals & Needs — Defining what success looks like for your specific context. Prioritizing the customer marketing outputs (references, stories, upsell, VoC, community) that will move the needle first.
3. Action Plan & Budget — Building the operational roadmap: what gets built when, by whom, at what cost. Budgets that account for both external investments and internal team time.
4. Execution & Evaluation — Running the plan with your team. Measuring outputs against the goals set in stage 2. Adjusting the operating model based on what works.
Every engagement leaves your team with a working system, not a report.
Working Modalities
Engagements are structured as:
- Fixed-fee packages for program builds
- Day rates for advisory and facilitation
- Monthly retainers for Executive Advisory
Detailed pricing on request during a first conversation. Every engagement starts with a scoping call, complimentary. Working languages: French, English, German