Blog post By Paula Chiocchi on 2019-10-16
“It costs five to 10 times more to attract a new customer than it does to keep an existing one.” That classic business quote is ingrained in most marketers’ brains – I know it is in mine. But I bring it up because it’s more important than ever for B2B marketers to break down business silos and not consider their job done once an initial sale is made.
If marketers don’t make it a priority to ensure customers enjoy an ongoing positive experience with their brands, the risks are palpable: first, customers won’t be back to spend more, and worse, they may communicate their negative experience online for all to see. Today’s most successful companies not only strive to create customers for the long haul, but also to provide positive experiences that turn customers into unofficial referral partners.
Getting to that point won’t happen overnight, and the onus isn’t just on marketers to make it happen. It’s takes a complete company commitment. To get you started, here are three marketing best practices that have worked well for me and my team when it comes to putting customers first.
While finding and converting new customers is a central role of marketers, you need not stop there when it comes to generating real revenue for your company. Taking care of customers, meeting their ongoing needs and prioritizing their success is a role that marketers should own. This means putting budget and resources toward making the customer experience shine.
How do you prioritize the customer experience with your marketing?
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert 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.