This episode of Demand Gen U challenges the conventional focus on customer acquisition and makes the case for why marketing teams need to own customer retention as well.
Episode Summary
The number one focus for most B2B marketing teams has been acquiring new customers. However, that era is over. This episode explores how to prioritize customer retention as a marketing function.
Key Takeaways
1. Marketing Doesn’t Stop at Acquisition
New customers need education on product value to prevent churn. The team now publishes tactical playbooks and hosts webinars featuring customer success stories to keep customers engaged and extracting value.
2. Non-Scalable Support for Renewals
Working with Customer Success managers, the team offers hands-on support for key accounts—from 1:1 coaching to quarterly reviews. They even assist with initiatives outside the product itself, recognizing the importance of playing the long game.
3. Content Strategy for Retention
Customer Success teams encounter different objections at renewal than Sales does at acquisition. Rather than defaulting to specific formats, the team determines the best content medium after understanding the underlying objection.