B2B marketing is about generating leads, filling the pipeline, and increasing sales. A potential buyer enters the funnel, learns more about your business, and eventually becomes a potential customer before being transferred to the sales team to become a customer.
Prospecting, leadership, sales; repeat. The cycle continues.
New business growth is essential, but a balanced marketing strategy is also needed to engage customers after the transaction is completed. This is especially true for B2B software companies, many of which follow a subscription-based business model that depends on customer relationships to support growth.
The data shows that it can be up to 5 times more expensive to acquire a new customer. That is why it is essential to develop a custom marketing strategy to foster long-term relationships to increase loyalty. Also, there is the potential for additional revenue from cross-selling and reselling.
Let’s explore the benefits of this approach and get into effective tactics that you can use to start your efforts.
What is customer marketing?
Customer marketing aims at the next phase after buying the funnel to increase customer loyalty and increasing loyalty.
The idea is that it’s much easier to keep a current customer happy than to get a new prospect to buy.
Customer marketing programs help to increase customer advocacy and build lasting relationships.
What are the benefits of marketing to the customer?
From customer success to implementation and sales, many parts of a company can benefit from customer-centric marketing support.
Provide better customer service
Not all of your customers will be satisfied, which is why companies have customer service teams. As a marketer, you may not respond personally to service requests, but you can still play an important role in improving customer service.
One of the easiest ways to do this is to regularly check social media channels and online presence. People often have access to social media to share positive and negative experiences with companies. By engaging your customers directly online with their concerns or thanking them for their kindness, you can quickly show that you appreciate their comments.
Allow your sales team to sell and cross-sell
Cross-selling and sales have great earning potential. The two tactics are similar and the terms are accidentally used interchangeably, so let’s define them:
- Sale refers to the use of selling an enhanced or updated version of the product purchased to a customer, thereby increasing the buyer’s total spend.
- Cross-selling is the technique of selling a product or service related to a current customer.
Create targeted marketing materials that feature new features or product offerings and educate customers about the added value of those features or products. It can be as simple as filming an informational webinar or as complex as building a separate microsite to showcase the new offer.
Encourage your sales team to use this material during the renewal process for incremental and cross-selling.
Decrease customer sales
High sales can be disastrous for a company. It’s great to close new deals, but if you’re unable to build long-term customer loyalty, you’re hurting your revenue and growth goals.
A key function of customer marketing is to drive engagement and loyalty from your customer base. The more regularly you plan with your customers, the better it will be to determine your overall satisfaction with your business and avoid sales.
Use these five easy-to-implement customer marketing tactics
- Create personalized onboarding materials
The period after the customer’s first registration is essential to lay the foundations for a lasting relationship.
An easy way to make your new customers feel valued is to customize integration materials that can be easily repeated for each new customer. It can be as simple as a personal presentation with the customer’s logo or a small welcome gift as a thank you.
- Present customers with case studies and testimonials
Your happiest customers are your best supporters. Presenting comprehensive testimonials and case studies on your website is a powerful way to communicate with your customers and create content that will help your sales team close more transactions.
It may seem daunting to ask your customers to participate in a case study or leave a testimonial, but as long as you plan and respect everyone’s time, your customers should be more than willing to give their opinion.
- Start a referral program
A referral program is a form of word of mouth that encourages your customers to share your offer with their colleagues. Referral programs are a popular marketing tactic among B2C companies, but they can be just as effective for a B2B audience when done properly.
For B2B organizations, the buying process is much longer than for consumers, so it is important to keep in mind that referrals don’t take hundreds of customers overnight. However, a referral program can generate qualified leads, especially if you offer a free trial or discount to new customers.
- Create a customizable webinar
Webinars are a useful tool for creating customer-facing content. It can be interactive or purely educational, depending on your intentions.
You can approach creating a webinar in several ways:
- Product-based web seminar: Educate customers about updates to your product or service and share tips on how to use them.
- Binary case study: highlights a recent customer success story.
- Questions and answers or roundtable discussion: take the opportunity to chat with a customer and another company about a specific topic related to your industry.
- Use third-party rating platforms
In the same way that consumers search for reviews before booking a hotel, B2B shoppers conduct online surveys and expect to see a social proof before making a purchase decision. The research takes place even before the buyer has spoken to a member of your sales team, so use your customers ’voice and devise an appropriate review strategy.
Encourage your customers to comment on third-party guides to share their honest opinions. Buyers seek reviews on third-party platforms because they are less biased than the case studies and testimonials on their own websites.
Your customers will be happy to know that your comments are important and that they can improve the appearance of your online business.