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MarketingCommunity attribution: how to credit community like any other marketing channel
Every quarterly pipeline review I've sat in has the same moment. The webinar gets 20% of a deal because someone registered. Paid social gets its slice for an impression nobody remembers. Then you get to the thread in the community where the buyer asked how the HubSpot sync works, got a real answer from a customer, and booked a demo two days later. Community gets zero, because nobody can draw the line from that thread to the deal.
MarketingAI search optimization: how to get your brand cited by AI (and why community content wins)
In August we audited 45 definitional keywords in our space. 44 of them now carry a Google AI Overview. The clicks that used to reach a "what is X" blog post get answered right on the results page, and the same shift is happening inside ChatGPT, Claude, and Perplexity, where there was never a results page to begin with.
MarketingThe 9 best brand advocacy software tools in 2026 (and the foundation they all need)
Before Bettermode I spent years at one of the largest customer advocacy platforms around, watching hundreds of B2B companies buy advocacy software. The pattern that separated the programs that printed money from the ones that died in a spreadsheet was never the tool. It was whether the company had somewhere advocates actually wanted to show up, and whether anyone could see advocacy's impact in the CRM.
MarketingWhat is retention marketing? Tactics to keep customers longer
Retention marketing focuses on the customers who already chose you: keeping them engaged, encouraging repeat purchases, and growing what each customer relationship is worth over time. I have built lifecycle programs at fintech and SaaS companies before joining Bettermode, and retention marketing was consistently the highest-ROI work my team shipped, mostly because existing customers already know you and the data to personalize already exists. This guide covers what retention marketing is, how it differs from acquisition, the tactics that work, and how to measure retention success.
Marketing15 customer retention strategies to reduce churn in 2026
Customer retention refers to keeping your existing customers active, engaged, and buying, instead of constantly replacing the ones who leave. I run demand generation at Bettermode, which means I spend most of my week thinking about acquisition, and even I will tell you that retention is the better deal. Research published in Harvard Business Review puts the cost of acquiring a new customer at 5 to 25 times the cost of retaining an existing one. This guide collects the customer retention strategies I have seen work across the companies I have marketed for, with a short how-to for each.
MarketingUser retention: how to measure and improve it
User retention refers to how many users keep logging in and using your product over time, rather than trying it once and drifting away. I work in demand generation at Bettermode, close enough to our product-led funnel to know an uncomfortable truth: acquisition numbers look great in a deck, but user retention decides whether any of it was worth the spend. A product that keeps users compounds; a leaky one just rents traffic. This guide covers how to measure user retention with cohort analysis and the retention curve, what a good user retention rate looks like, and the levers that actually improve user retention.
MarketingCustomer retention rate: how to calculate it (formula and benchmarks)
Customer retention rate is the percentage of customers a business keeps over a specific period, measured without counting the new customers added along the way. I run demand generation at Bettermode and spend real money acquiring customers, which is exactly why I watch retention so closely: every customer the company retains is acquisition budget I do not have to re-spend. This guide covers the retention rate formula with a worked example, benchmarks across different industries, the related customer retention metrics worth tracking, and the levers companies actually use to keep more customers.
MarketingVoice of the customer (VoC): methods, programs, and how to actually use it
Voice of the customer, or VoC, is the practice of gathering what customers tell you across every channel, making sense of it, and acting on it before they have to say it twice. It turns scattered customer feedback into one honest view of what customers actually need from you. I have spent my career in demand generation, including a long stretch at what was the largest customer marketing and advocacy platform around at the time, where listening to customers was the entire product. So here is a secret most marketers will not say out loud: the best campaign copy I ever shipped was lifted almost word for word from support tickets and community threads. The customers wrote it. I just noticed.
MarketingHow to build a brand ambassador program (steps and examples)
I'm Jacob Downey, and I run growth at Bettermode. Before this I spent two years on the growth team at the largest customer marketing and advocacy platform around back in 2022, where ambassador programs were not a side project, they were the entire product. So I had a front-row seat to hundreds of them launching across B2B companies of every size, and a pretty clear view of which ones were still running a year later and which ones quietly died.
MarketingCustomer marketing: turning existing customers into a growth channel
Quick introduction. I'm Jacob Downey, and I run growth at Bettermode. My background is the acquisition side of marketing: paid media, outbound, events, the demand gen playbook most B2B teams run. So I'm not your typical community manager, and community is not where I started.
MarketingBrand Advocacy for B2B SaaS: Turning Customers Into Authentic Promoters
Every company wants its customers to rave about its products or services. Whether it's the benefits they receive from using your products or the excellent customer service you provide, you want people to view your brand positively.
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Put community activity in your CRM
Bettermode syncs members and what they do in your community to the CRM, so sales and success can see who is engaged before the next call.