Most companies put less than 20 percent of their marketing budgets toward existing customer marketing activities. Instead of tailoring messages and engagement for existing customers, they rely on a one-size-fits-all approach to drive demand, regardless of whether it’s a prospect or a customer on the other end.
But this approach is proven to backfire. Research shows that using an acquisition-focused message with your existing customers puts those relationships at risk, reducing the chances of winning key renewals and upsells by at least 10-16 percent!
Enter Customer Engagement Marketing—an emerging role that’s quickly becoming a key growth engine for B2B organizations, especially considering existing customers account for 70-80 percent of company revenue and growth.
In this webinar replay with Tim Riesterer, Chief Strategy Officer at Corporate Visions, and Gal Biran, Co-Founder and CEO of Crowdvocate, a customer engagement marketing company, you’ll discover:
- Specialized Responsibilities – Five elements of a Customer Engagement Marketing function and how they contribute to customer expansion.
- Second Funnel – Differences between a Customer Expansion funnel and a traditional Prospect Acquisition funnel.
- Dedicated Approaches – Research-backed messaging approaches for decreasing churn and increasing upsells.
Don’t settle for a one and done marketing approach.