In my opinion, marketing and customer success aren't just two functions that are closely linked, but one function that has a broad scope.

There's a lot of reasons for this, but to summarise: Helping customers succeed is simultaneously the best way to convert and retain the most people and foster word of mouth — which is the best type of marketing money can't buy.

What follows are some of the principles I use to lead marketing from a customer success perspective. These ideas are based on my experience in software companies, and while the takeaways may be broadly applicable, they're probably most useful for software marketers who are trying to improve the experience their customers have.

Starting at the bottom.

When I first joined the Ghost team over 3 years ago there had never been a full-time marketer before me. Instead of diving straight into growth hacks and attracting more attention, I spent 90% of my energy in an unlikely place: at the bottom of the funnel.

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