NEWS: Say Hello to New Customers: 4 Steps to Get the Most Out of Acquisition Campaigns Schedule a Call
Blog post By Paula Chiocchi on 2018-05-02
Most marketers we work with focus on the front end of the sales pipeline – bringing new prospects to their companies for their sales team to close. While this is an important and challenging job, it’s also essential for sales and marketing teams to consider all phases of the customer’s journey – with a goal of maximizing overall customer lifetime value (LTV). Because when LTV rates rise, business growth follows. (See my previous LTV blog here)
The Technology Services Industry Association (TSIA) breaks down the customer engagement journey into four primary steps: land, adopt, expand and renew (LAER). In my experience, this approach aligns well with the B2B sales model, and we advise our clients to weave their email marketing into the LAER process to fuel sales success. Here are a few tips from our team:
Email can play a powerful role in turning any potential negatives into a positive by communicating training opportunities, best practices, tips and tricks, and examples of successful use to inspire your customers to get the most out of your solution.
By using email in alignment with the LAER stages, businesses have the opportunity to create long-lasting relationships with their customers and, ultimately, create greater sales growth. I think you’ll agree -- there’s simply no down-side to this approach.
Outward Media’s accurate, targeted email data can enable you to achieve better email marketing ROI by targeting your best prospects – including top-level executives -- and, ultimately, converting more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.
Five Best Practices for Using Email Marketing to Target SMBsGet it Now
The Executive's 15-Minute Guide to Building a Successful Email Marketing DatabaseGet it Now
A 15-Minute Guide to Fortune 2,000 Businesses and ExecutivesGet it Now
Our team will be happy to answer any of your questions.