Customer Growth Marketing

Customer Growth Marketing

How B2Bs Deepen Relationships Through Retention, Loyalty and Advocacy Strategies

About This Report
This report examines how B2B marketers and other customer-facing teams should approach their customer growth efforts.
Table of Contents

Existing customers need less persuading to try your products and more reasons why they should continue the relationship with your company. Savvy B2B marketers are shifting their focus to thinking about the long-term relationship they are creating when they win a new account, as opposed to solely concentrating efforts on winning business. Maintaining and nurturing relationships with customers requires teams across the company to align on goals, data and tactics in order to drive additional revenues from existing customers and accounts.

What steps should B2B companies take to deepen their relationship with current customers?

Marketers who provide an ongoing service to their accounts need to clearly demonstrate the inherent value in being a customer. Educational content and stellar customer service are key tools that enable customers to find success and give them support when problems arise. Once customers understand the value of the relationship, it makes it easier to sell them more products and services. B2B companies with a formal cross-sell and upsell strategy in place are able to introduce accounts to different add-on options. Loyalty programs can also drive behavioral shifts in the customer base. Additionally, igniting customer advocates to share their success stories can encourage incremental growth. Tracking renewal and churn rate is key. B2Bs should also have a winback plan in place to address customers that have defected.

What are the most common activities B2Bs should implement as part of their customer success program?

US B2B marketing executives make regular account updates (82%) a standard part of their customer success programs, according to December 2017 research from Regalix. Also common are tutorials and demos (63%) and live screen-shares to help use the product (60%).

What are common metrics to track customer value?

Customer feedback, as well as data from all customer touchpoints, should be integrated to calculate customer value measures. Common metrics used are cost to serve, lifetime value, net promoter scores and share of wallet. With these measures in mind, B2B companies must look at multiple dimensions, including risk analysis, to determine how much attention and service should be given to accounts. Predictive modeling can determine which accounts have a higher propensity to spend more over time.

WHAT’S IN THIS REPORT? This report examines how B2B marketers and other client-facing teams should approach their customer growth efforts.

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Table of Contents

  1. Prioritizing Customer Growth
  2. Calculating Customer Value
  3. Deepening and Extending the Customer Relationship
  1. Tackling Customer Growth: A Marketer’s Checklist
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Irvin Gray
Head of Marketing
Interviewed September 26, 2018
Mark Kovac
Bain & Company
Partner, Global Head of Commercial Excellence Group
Interviewed September 18, 2018
Jennifer Stanley
McKinsey & Company
Interviewed September 19, 2018
Jason Williams
Community Director
Interviewed October 24, 2018
Kevin Williams
Senior Vice President, Customer Success
Interviewed September 17, 2018
John Bartold
Connexions Loyalty
Senior Vice President, Consulting and Solutions, Account Management
Interviewed September 28, 2018
Curtis Bingham
Chief Customer Officer Council
CEO and Founder
Interviewed September 14, 2018
Georgia Bradley
Planning Director
Interviewed September 19, 2018
Adam Corey
Interviewed September 13, 2018
Tad Fordyce
Senior Vice President, Loyalty
Interviewed September 17, 2018
Sean Geehan
Geehan Group
Interviewed September 17, 2018
Adrienne Gormley
Vice President, Global Customer Experience
Interviewed September 28, 2018
Michael Hemsey
Executive Vice President, Loyalty Solutions Group
Interviewed September 17, 2018
Mark Johnson
Interviewed September 6, 2018
David Kristal
Incentive Solutions
Vice President, Sales, Loyaltyworks
Interviewed September 24, 2018
Josh Mueller
Dun & Bradstreet
Global Head of Marketing
Interviewed September 14, 2018
Bryan Pearson
President and CEO
Interviewed September 18, 2018
Keith Richey
Senior Director, Global Marketing
Interviewed September 20, 2018
Ruth Stevens
eMarketing Strategy
Interviewed September 11, 2018
Chris Wayman
HelloWorld, a Merkle Company
Chief Client Officer
Interviewed September 21, 2018
Stephen Yu
Principal, Chief Product Officer
Interviewed September 12, 2018

Read This With Insider Intelligence


Jillian Ryan


Caroline Cakebread
Junior Analyst
Peter Vahle
Forecasting Analyst