The Customer Marketer Chief challenge • Reducing churn while maintaining a strong competitive advantage, and brand trust validated by customer success Goals Key metrics • Build customer advocacy • Net retention rate and a library of user- generated content • Customer adoption • Increase lifetime value (LTV) • Community engagement of retained customers • Number of referrals • Upsell new capabilities and maintain an exceptional customer experience Winning with intent data Intent data helps you better understand your customers and create programs that deepen their engagement with your product. With G2 Buyer Intent, you can receive signals in real time indicating that a customer is researching one of your competitors. Use these insights to check in on your accounts, reduce churn, and increase stickiness and value from your product. ThThe Big Book oe Big Book of Intf Intent ent 99