Sara is the Director of Member Engagement at the Consortium for Service Innovation, a nonprofit think tank dedicated to improving customer engagement. She frequently explores Cross-Functional Customer Experience through her conference presentations and LinkedIn newsletter.

With a deep curiosity about all things content, Sara has built her career around effective communication—spanning technical writing, knowledge management, customer success enablement, and product management liaison roles. She has collaborated with nearly every type of team in SaaS environments, always seeking ways to bridge gaps and enhance customer experience. When not thinking about content strategy, Sara is attempting to improve her success rate with keeping houseplants alive while working from home in Las Vegas.

What Marketing and Sales Can Teach the Rest of Us about Customer Experience

I’ve come to see that mindset as a limiting belief. While post-sales teams focus on “what customers really need,” Marketing and Sales have spent decades mastering how to influence behaviors, capture attention, and build lasting connections—often with bigger budgets and highly refined strategies.

This session explores presales approaches that can enhance post-sales engagement:

• Remarketing – Meet customers where they are
  
• Segmentation – Deliver relevance and personalization from their perspective
  
• Nurture Campaigns – Frame content around helping customer needs, not just promoting your product

We’ll dive into how these techniques can elevate post-sales content design, improve self-service, and deepen customer relationships.

In this session, attendees will learn:

Attendees will leave with guidance and motivation to borrow effective tactics from their colleagues in Marketing and Sales—plus a practical framework to apply these strategies to their own work.

Walk away with actionable steps to realign your content experience to optimize your customer experience