CMO · Playbook · Intermediate · Saves 35+ hours
Customer Health Score Marketing Plays
Marketing plays designed to respond to customer health score changes.
What's included
- Plays for healthy customers (expansion)
- Plays for at-risk customers (retention)
- Plays for new customers (adoption)
- Plays for churning customers (save)
- Coordination with CS
Best used when
- Building health-based programs
- Coordinating with CS
- Driving proactive engagement
- Preventing churn
- Expanding healthy accounts
The template
The Template
HEALTH SCORE DEFINITIONS
| Score Range | Status | Primary Goal | Owner |
|---|---|---|---|
| 80-100 | Healthy | Expand, advocate | Marketing |
| 60-79 | Stable | Deepen engagement | Marketing + CS |
| 40-59 | At-risk | Intervene | CS (Marketing support) |
| 0-39 | Critical | Save | CS + Exec (Marketing support) |
PLAYS FOR HEALTHY CUSTOMERS (80-100)
Expansion Play
| Element | Details |
|---|---|
| Trigger | Health 85+, usage high, tenure >6mo |
| Goal | Upsell/cross-sell |
| Approach | Value-based expansion offer |
Campaign Flow:
- Value recap email showing ROI
- "What's next" content about additional capabilities
- CSM expansion conversation
- Offer/incentive if appropriate
Advocacy Play
| Element | Details |
|---|---|
| Trigger | Health 90+, NPS 9-10 |
| Goal | Generate reference/review |
| Approach | Personal advocacy ask |
Campaign Flow:
- Thank you email acknowledging success
- Specific advocacy ask (review/reference/case study)
- Easy path to complete
- Recognition and reward
PLAYS FOR STABLE CUSTOMERS (60-79)
Engagement Play
| Element | Details |
|---|---|
| Trigger | Health 60-79, declining engagement |
| Goal | Re-engage, move to healthy |
| Approach | Value reinforcement |
Campaign Flow:
- Check-in email with tips
- Feature spotlight based on usage gaps
- Webinar/training invitation
- CSM check-in if no response
Adoption Play
| Element | Details |
|---|---|
| Trigger | Health 60-79, low feature adoption |
| Goal | Increase stickiness |
| Approach | Feature education |
Campaign Flow:
- Identify unused valuable features
- Targeted "Did you know?" content
- In-app guidance
- Office hours invitation
PLAYS FOR AT-RISK CUSTOMERS (40-59)
Intervention Play
| Element | Details |
|---|---|
| Trigger | Health drops below 60 |
| Goal | Prevent further decline |
| Approach | Proactive problem-solving |
Campaign Flow:
- Immediate: Alert CSM with context
- Day 1: CSM outreach - "How can we help?"
- Day 3: Send relevant success content
- Day 7: Escalate if no improvement
- Ongoing: Weekly touch until stable
Support Play
| Element | Details |
|---|---|
| Trigger | Health 40-59, support tickets high |
| Goal | Resolve issues, rebuild trust |
| Approach | White glove support |
Campaign Flow:
- Acknowledge challenges
- Offer dedicated support session
- Check-in on resolution
- Rebuild confidence with quick wins
PLAYS FOR CRITICAL CUSTOMERS (0-39)
Save Play
| Element | Details |
|---|---|
| Trigger | Health below 40 |
| Goal | Prevent churn |
| Approach | Executive intervention |
Campaign Flow:
- Immediate: Escalate to CS leadership
- Day 0: Executive outreach
- Day 1: Crisis meeting to understand issues
- Day 2-7: Intensive resolution
- Day 14: Review and recovery plan
Churn Prevention
| Element | Details |
|---|---|
| Trigger | Cancellation request |
| Goal | Save or graceful exit |
| Approach | Last-ditch save attempt |
Campaign Flow:
- Thank them for feedback
- Offer alternatives (pause, downgrade, discount)
- Exit interview request
- Leave door open for return
CS COORDINATION
Handoff Rules
| Health Change | Action | Marketing Role | CS Role |
|---|---|---|---|
| Drops to <60 | Alert | Campaign pause | Take over |
| Rises to >80 | Opportunity | Advocacy campaign | Support |
| Stable | Maintain | Lifecycle campaigns | Quarterly check |
Frequently asked questions
What is the Customer Health Score Marketing Plays?
Marketing plays designed to respond to customer health score changes.
Who is the Customer Health Score Marketing Plays for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Health Score Marketing Plays take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Health Score Marketing Plays free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Health Score Marketing Plays?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.