In a marketplace often saturated with repetitive strategies and impersonal outreach, Leslie Barrett brings a refreshing, customer-focused vision to the world of marketing. As Director of Customer Marketing at Tipalti and founder of CMA Soulmate, Leslie has reimagined how businesses communicate with and support their customers across every stage of their journey. Inspired by her own experiences and the missed opportunities she observed in traditional software companies, she saw a chance to build a new model for engagement—one centered around the customer.

With a data-informed mindset, Leslie crafts messaging and experiences that are timely, relevant, and aligned with customer expectations. Her innovative approach not only builds trust but also unlocks deeper, long-lasting relationships. In doing so, she empowers both customers and businesses to break free from outdated methods and embrace more personalized, value-driven engagement strategies.

A Marketing Journey Built Around the Customer

Leslie’s career began at Marketo, a leading name in marketing automation. It was there that she first encountered the challenges customers face when adapting to new platforms. That experience sparked her interest in the entire customer lifecycle and ultimately guided her toward customer marketing. Over the years, Leslie honed her skills across various MarTech companies, each role reinforcing the importance of meaningful interactions and personalized communication.

Her mission evolved beyond conventional metrics. Leslie focused on creating lasting impressions, moments of delight, and meaningful connections. Whether it was through advocacy, storytelling, or recognition, her strategies always returned to one central idea: real growth happens when customers are at the core of the business.

The Shift Toward Customer-First Marketing

Customer marketing became a clear calling for Leslie while working in Silicon Valley. There, she connected directly with satisfied users, helped share their success stories, and developed creative ways to celebrate them. This hands-on work revealed a deeper truth: customers don’t want sales pitches. They want proof, real experiences, and authentic voices they can trust.

By highlighting customer stories, Leslie provides compelling evidence of success—proof that can influence prospective buyers and deepen trust. She sees customers not only as the heart of business but also as powerful contributors to growth through renewals, upselling opportunities, and referrals. Her dedication to this practice is so deep that she aspires to teach it at the university level.

Designing Sustainable Advocacy Programs

For Leslie, advocacy starts early and must be cultivated with intention. Her model involves recognizing enthusiastic users and equipping them with tools and opportunities that align with their personal goals and professional audience. Whether through public speaking, peer networks, or case studies, the goal is to create authentic and rewarding platforms for advocates.

Sustainability, according to Leslie, comes from moving beyond transactional requests and building long-term relationships. Advocacy, when done well, is a mutual exchange: brands receive trust and support, while advocates gain exposure, credibility, and community. The key is personalization—understanding what matters to advocates and honoring that in every interaction.

Personalization that Goes Beyond the Basics

Leslie’s approach to personalization isn’t just about using a first name in an email. At Sendoso, she utilized targeted gifting as a way to elevate customer appreciation. Every message, every gift, and every campaign was tailored to feel meaningful and specific.

She recommends leveraging tools like chatbots, dynamic content, and segmentation to match customer needs at every stage. But beyond tools, the essence of personalization lies in understanding the customer’s perspective and delivering value with sincerity.

Elevating Engagement with Account-Based Customer Marketing

In her book, Unlock Growth with Account-Based Customer Marketing, Leslie explores how ABCM can change the game for customer retention and expansion. By using real-time insights—from product usage to support history—marketers can shape campaigns that feel individualized and relevant. No more premature upsell pitches. No more one-size-fits-all outreach.

Instead, ABCM delivers high-value, high-impact interactions built on data, timing, and trust. Leslie sees this model as the future of customer success, where marketing works hand-in-hand with customer-facing teams to drive genuine outcomes.

Strategic Value through Data and Metrics

Leslie is passionate about demonstrating the tangible impact of customer marketing. She points out that in many B2B SaaS organizations, customer marketing can be overlooked. To address this, she advocates for aligning marketing goals with leadership priorities and carefully tracking metrics that show true business value.

Her framework includes:

·       Program Output: Numbers of advocates, reviews, and initiatives launched

·       Program Engagement: Retention rates, participation levels, and feedback

·       Revenue Growth: Upsell influence, renewal support, and pipeline acceleration

·       Advocate Comparisons: Engagement and outcomes from advocates versus non-advocates

This strategic alignment protects customer marketing functions from being deprioritized and positions them as essential growth drivers within the organization.

Mapping the Customer Journey with Purpose

Understanding and mapping the customer journey is no easy task. Leslie emphasizes the importance of looking at the full scope—from onboarding to expansion and advocacy. Each interaction must be evaluated for gaps, pain points, and moments of opportunity.

Effective journey mapping means working across teams and thinking from the customer’s point of view. When done well, it transforms how a company connects with its audience, providing timely and personalized support that leads to increased loyalty and long-term engagement.

Collaboration: The Key to Effective ABCM

ABCM doesn’t work in isolation. Leslie stresses that collaboration with customer success and sales is essential. These teams have rich insights into customer behaviors, preferences, and challenges—information that is vital for crafting personalized campaigns.

She acknowledges the complexity of this work, but also its rewards. ABCM requires iteration, testing, and learning. Starting small and building on success allows companies to evolve strategies and uncover what resonates best with their customers.

Innovating with AI While Protecting Privacy

Leslie sees immense potential in using AI and machine learning to enhance personalization. From predictive insights to smarter segmentation, technology will increasingly shape the customer experience. However, she emphasizes the need for responsible data practices.

In her own work, Leslie ensures that privacy remains a priority. AI tools can be incredibly powerful, but they must be used with transparency and care to maintain customer trust.

A Creative Approach to Customer Appreciation

At her previous company, Leslie spearheaded a campaign celebrating National Customer Appreciation Day. The initiative included a dedicated landing page where customers could choose from curated gifts. From gourmet coffee to cocktail kits, the selections were thoughtful and personalized, reinforcing a sense of recognition and value.

These campaigns weren’t just about the gifts. They were a testament to Leslie’s belief in meaningful connections—proving that when customers feel appreciated, they become loyal advocates for life.

Resources for the Future of Marketing

For those looking to adopt ABCM or dive deeper into customer marketing, Leslie offers an extensive playbook and online course. These resources outline practical steps for creating metrics-driven campaigns, calculating ROI, and ensuring alignment across departments.

In all her work, Leslie Barrett continues to challenge norms and build a future where customer voices guide growth. Her focus on authenticity, advocacy, and alignment has made her a standout leader in the evolving landscape of customer marketing.