# Customer Marketing > Customer marketing skill for Teqfocus. Use this skill whenever the user wants to create assets for existing clients — case studies, QBR narratives, expansion campaigns, upsell/cross-sell sequences, renewal framing, or customer success stories. Trigger when the user mentions: case study, customer story, QBR, upsell, cross-sell, expansion, renewal, existing client, customer success, turning a win into content, or "we just delivered something good for [client]." This skill serves two audiences simultaneously — the existing client (retention/expansion) and the future prospect (proof). Always use this skill for client-facing and client-derived assets. - Skill: `teqfocusadmin/customer-marketing` (Agent Skill) - Install (CLI): `npx skillmds@latest add teqfocusadmin/customer-marketing` - Raw SKILL.md: https://api.skillmd.com/api/skills/teqfocusadmin/customer-marketing/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: TeqfocusAdmin (https://skillmd.com/u/teqfocusadmin) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/teqfocusadmin/customer-marketing --- # Teqfocus Customer Marketing Skill This skill turns Teqfocus delivery into pipeline. Every successful engagement produces two things: a happy client and a proof asset that wins the next deal. This skill governs both. ## How to Use This Skill 1. **Read this SKILL.md fully** before producing any customer asset 2. **Identify the output type** → load the relevant reference file 3. **Confirm client approval status** before including company name / metrics 4. **Deliver complete, ready-to-use assets** — case studies, expansion emails, QBR narratives — all fully written ## Reference Files | Output Type | Reference File | |---|---| | Full Case Study | `references/case-study.md` | | Case Study Sell Sheet (1-page) | `references/sell-sheet.md` | | Expansion Campaign | `references/expansion-campaign.md` | | QBR Narrative | `references/qbr-narrative.md` | | Customer Success Story (LinkedIn) | `references/success-story-linkedin.md` | --- ## Section 1: The Customer Marketing Flywheel ``` DELIVERY → CASE STUDY → PROOF ASSET → NEW DEALS ↘ ↗ EXPANSION CAMPAIGN ``` Every engagement Teqfocus delivers should produce: 1. A case study (for external use — prospect proof) 2. A sell sheet (for sales — 1-page, immediately usable) 3. An expansion campaign (for the client — next phase of value) 4. A LinkedIn story post (for social proof) These four assets, built consistently, compound over time into the strongest proof library in the Salesforce/data SI ecosystem. --- ## Section 2: Case Study Production ### From Raw Notes to Published Case Study **Inputs needed:** - Client name + industry (and approval level: name OK / category only / fully anonymous) - The specific problem they came to Teqfocus with - What Teqfocus built (technologies, approach, timeline) - The measurable outcomes (with verification status) - A client quote if available and approved **The 3-Part Structure (fixed — every case study):** ``` PART 1 — THE CHALLENGE What was the client dealing with that brought them to Teqfocus? • Industry context + company-specific situation • 2–3 specific pain points (operational, technical, business impact) • What they had tried that hadn't worked (if known) • Why status quo was not an option PART 2 — THE SOLUTION What did Teqfocus build and how? • Architecture approach — specific, not generic • Technologies and platforms deployed (named, with purpose) • Timeline and delivery model (phased? rapid? AMS follow-on?) • What made this approach specific to their situation (not "our standard delivery") PART 3 — BUSINESS OUTCOMES What changed for the client as a result? • 2–4 specific, verified metrics (flag with [VERIFY] if unconfirmed) • Business impact beyond the metrics (adoption, team capability, strategic positioning) • Client quote if available • What's next (follow-on phase, AMS, expansion — if shareable) ``` **Case study voice rules:** - Written from the client's perspective — what THEY experienced, not what Teqfocus did - The hero of the case study is the client and their team — Teqfocus is the enabler - Every metric must be verified or flagged [VERIFY] - If client name can't be used: "[Leading Healthcare System]" or "[Fortune 500 Telecom]" - No Teqfocus self-congratulation — let outcomes speak **Length:** 600–900 words for full case study / 200–300 words for sell sheet --- ## Section 3: Expansion Campaign Design When a client engagement is complete (or nearing completion), design an expansion campaign targeting the next logical phase of work. ### Expansion Campaign Intake - Client name + current engagement - What was delivered - The natural adjacent need (next service line, next use case, next business unit) - The right contact for the expansion conversation (may differ from original buyer) - Timeline: Is the client in a good position to hear about expansion right now? ### Expansion Campaign Structure **Asset 1: Expansion Proposal Email** ``` Sender: Account owner / AE Tone: Trusted advisor, not salesperson Structure: Para 1: Acknowledge what's been built and what it's doing for them Para 2: The natural next question — what this unlocks or what's still on the table Para 3: A specific recommendation — not a menu of options CTA: "Worth 30 minutes to walk through what Phase 2 would look like?" Subject: "[Client name] — what [outcome] unlocks next" ``` **Asset 2: Expansion One-Pager** ``` Section 1: What was delivered in Phase 1 (outcomes + metrics) Section 2: The gap it revealed or the next logical step Section 3: What Phase 2 would look like — specific, scoped, outcome-linked Section 4: Why now — the business case for moving forward CTA: Schedule a scoping conversation ``` **Asset 3: Follow-Up Sequence (if no response to Proposal Email)** ``` Email 2 (Day 7): A specific insight or trigger that makes Phase 2 timely Email 3 (Day 14): A peer proof — similar client doing the same next phase ``` --- ## Section 4: QBR Narrative Design A QBR with Teqfocus should feel like a strategy session, not a status report. ### QBR Narrative Structure **The Pre-QBR Email (sent 3–5 days before)** ``` Subject: "[Client Name] QBR — agenda + what we'll cover" Body: - Set the frame: "This QBR is about [strategic theme], not just delivery status" - Share the 3 agenda items - Ask: "Is there anything specific on your agenda you'd like us to prepare for?" ``` **The QBR Meeting Narrative Arc** ``` Opening (5 min): Frame the strategic context — what's changed since last quarter that makes this conversation important Value Recap (10 min): What was delivered → the business impact → client team wins Lead with outcomes, not deliverables Open Challenges (10 min): What's not working or what's harder than expected Proactively name problems — don't wait to be asked Strategic Recommendation (10 min): One clear recommendation for next quarter Specific, scoped, outcome-linked Expansion Discussion (10 min): The natural next phase — framed as client opportunity not Teqfocus pipeline Close (5 min): Agreed next steps — owned by name, not by "the team" ``` **QBR Leave-Behind (1-page)** ``` Section 1: What we did this quarter — 3 bullet outcomes Section 2: What we recommended for next quarter — 1 specific recommendation Section 3: Proposed engagement for next phase — brief, not a full proposal ``` --- ## Section 5: LinkedIn Customer Success Post When a case study is approved for public use: ``` Format: Proof post (see linkedin-campaigns skill) Hook: The outcome — specific metric or transformation result Body: Challenge → what was built → outcome (2–3 sentences per section) Named customer: Use client name if approved Attribution: "[Client Name] + Teqfocus — [brief description of engagement]" CTA: "Full case study → [link]" or tag the client contact if appropriate Length: 150–250 words ``` **Client tagging rules:** - Only tag the client company page if they have approved it - Never tag individual client contacts without their explicit permission - If unsure: don't tag — name the company without tagging --- ## Section 6: Expansion Trigger Signals Watch for these signals in active accounts — each is an expansion conversation trigger: | Signal | Expansion play | |---|---| | New executive hired (CIO, CDO, VP Sales) | Re-engage with fresh perspective pitch | | Company announces AI initiative (PR, LinkedIn) | "Data readiness for that initiative" conversation | | Salesforce license expansion (AE shares) | Data Cloud or additional cloud add-on | | Poor Salesforce adoption post-go-live | Managed services or optimization engagement | | M&A activity | Org consolidation or new entity setup | | New budget cycle announcement | QBR + roadmap conversation for next fiscal | | Client posts about a problem Teqfocus solves | Direct outreach with specific solution reference | | Project team asks capability question outside current scope | Natural expansion to adjacent service line | --- ## Section 7: QBR Preparation Checklist Before every Quarterly Business Review with an active client: **Data to pull (1 week before):** - [ ] Project milestones achieved vs. planned - [ ] Key metrics delivered vs. targets (use verified numbers only) - [ ] Open issues or risks on the engagement - [ ] Upcoming milestones for next 90 days - [ ] AE notes on any account relationship dynamics **Narrative to prepare:** - [ ] What changed for the client since last QBR? - [ ] What's the value story — in their language, not Teqfocus's? - [ ] What's the next opportunity on the roadmap? - [ ] What does continued partnership look like? **QBR meeting structure:** 1. Their priorities — ask before presenting (5 min) 2. What we delivered — specific outcomes, not activities (10 min) 3. What's next — roadmap and recommendation (10 min) 4. Open discussion — questions, concerns, relationship (10 min) **What to leave behind:** - 1-page executive summary (use exec-briefing reference from teqfocus-gtm) - Verified metric summary with [VERIFY] flagged on any uncertain number - Specific next engagement proposal or options --- ## Section 8: Reference Program Structure Building a pipeline of willing client references: **Who to ask:** - Clients who proactively praised the engagement in writing or conversation - Clients with strong CSAT scores (4.5+) - Clients where Teqfocus delivered a measurable, specific outcome **Types of reference:** 1. **Phone reference** — prospect calls directly (highest value, use sparingly) 2. **Written case study** — approved for public use (see customer-reference reference in teqfocus-gtm) 3. **G2/AppExchange review** — public, AI-citable 4. **Named quote** — for use in proposals and one-pagers (approved) 5. **Category reference** — "a healthcare payer we work with" (no name, still valuable) **Reference fatigue rule:** Never use the same client as a live reference more than 2× per quarter. Rotate references. Protect the relationship.