Customer Marketing Specialist

insightsoftware is seeking a Customer Marketing Specialist to build and run the programmes that keep customers engaged, successful, and growing. This role owns four connected motions: retention marketing that reduces churn and deepens adoption; customer advocacy that turns strong customer outcomes into reference-ready stories and community; migration marketing that moves customers from legacy products onto the core EPM platform; and product-led growth (PLG) engagement that converts freemium and trial users into active, paying customers. The ideal candidate is organised, data-driven, and genuinely energised by working with customers. They will collaborate closely with Customer Success, Product, and Sales to ensure every programme is grounded in real customer insight and tied to measurable commercial outcomes. 

What Will You Do? 

• Build and execute lifecycle marketing programmes across the customer base - targeting onboarding, adoption, and long-term engagement - using behavioural signals and CS data to trigger relevant communications at the right time. 

• Help drive customer advocacy: develop and manage the case study pipeline, coordinate testimonials and peer review submissions, and help build a pool of referenceable customers that supports both marketing and sales motions. 

• Develop and execute migration marketing campaigns that guide customers from acquired or legacy products to the core EPM platform, partnering with Product and Customer Success to reduce friction and improve conversion. 

• Support the PLG motion for freemium-enabled products – working with PMM to build upgrade campaigns that convert product-qualified accounts into paying customers. 

• Track and report on programme performance across retention, advocacy, migration, and PLG KPIs. 

How Will You Get It Done? 

• Customer Empathy - you understand that customers are at different stages of their journey and build programmes that meet them where they are, not where the calendar says they should be. 

• Programme Rigour - you manage multiple concurrent motions cleanly, with clear ownership, accurate tracking, and consistent follow-through. 

• Storytelling - you know how to draw out a compelling customer story and shape it into content that resonates with peers; you are comfortable engaging customers directly to capture their experience. 

• Data Orientation - you use product usage data, customer success signals, and product release moments to drive segmentation and campaign planning. 

• Cross-Functional Collaboration - you build strong working relationships with Customer Success, Product, and Sales. 

• AI Fluency - you actively use AI tools to accelerate content production, campaign personalisation, and programme operations; this is a core expectation, not a bonus. 

Qualifications 

• Three or more years of experience in customer marketing, lifecycle marketing, or retention marketing in a B2B technology or SaaS environment. 

• Demonstrated experience contributing meaningfully to customer advocacy programmes, including case study development. 

• Familiarity with PLG motions, product-led conversion campaigns, and migration or transition marketing programmes is a strong advantage. 

• Proficiency with marketing automation and CRM platforms (Salesforce, Pardot, or equivalent); experience with CS platforms (WalkMe, Totango, or similar) is advantageous. 

• Strong writing skills with the ability to produce customer-facing content across formats - emails, guides, case studies, and campaign copy. 

• Analytical mindset with experience reporting on programme performance and iterating based on results. 

• Background in finance technology, ERP, EPM, FP&A, or adjacent categories strongly preferred. 

• Bachelor's degree, preferably in Marketing, Business, or a related field.