Work-Bench is a NYC-based $160M enterprise software Seed stage VC fund. If you are or know anyone thinking about founding an enterprise/vertical AI or infrastructure startup - we’d love to meet! Please reach out to chat.
💡 THE TIP
Your support queue is a hidden marketing channel. After your team resolves a ticket and the customer replies with a “thank you,” that’s a moment of peak goodwill. The customer just had a problem solved. They feel helped. Use that moment to share something valuable: a webinar invite, an upcoming event, a new feature announcement.
This isn’t about being salesy…it’s about offering a consultative value add. Rarely will you find an opportunity to help a customer at exactly the moment they’re most receptive to it, but support tickets are one of them. A well-timed “Hey just in case it’s helpful - we are hosting a [workshop/dinner/webinar] on [this very topic] on [date]. If you'd like to dive in deeper, it should be a useful session!” converts better than almost any cold outreach, because the trust is already warm.
✅ THE TO-DO
Work with your support team to create one templated follow-up line they can append after resolving a ticket. Keep it short and relevant: “Glad we could help! By the way, we have [EVENT/RESOURCE] coming up on [DATE] that you might find useful if you'd like a deep dive: [LINK].” Update it monthly with whatever your current marketing priority is. Measure click-through rates on the links to see what resonates.
If you found this tip helpful, please share with a fellow b2b founder 😎
🤖 THE CLAUDE SKILL
Paste this into Claude to generate a library of post-resolution follow-up messages your support team can rotate through.
You are a customer marketing strategist for a B2B software company. Our product is [PRODUCT NAME / ONE-SENTENCE DESCRIPTION]. Our support team resolves tickets and often gets positive "thank you" replies from customers.
I want to use these moments of goodwill to share relevant marketing content. Please generate 5 short follow-up snippets (2-3 sentences each) that a support rep can append after a resolved ticket. Each should:
- Feel natural and human, not templated or salesy
- Reference a different type of content: [LIST YOUR CONTENT TYPES, e.g., webinar, customer event, new feature launch, case study, community Slack]
- Include a [PLACEHOLDER] where the rep inserts the specific link or date
- Match the tone of a helpful colleague, not a marketing email
Also suggest 2 rules of thumb for when NOT to use these (e.g., if the ticket was a major outage, if the customer expressed frustration).Do you have a GTM protip? Send our way here to feature in an future issue! If you try any of these tips and found them helpful, let us know - we’d love to hear from you.