Forget acquisition, think customer marketing

21st February 2019

8.45am coffee and pastry: 9am start - 10:30am

DirectionGroup Limited
401-403 Reading Road
Winnersh, Reading
RG41 5HU
United Kingdom

+44 (0)118 977 2677

Forget acquisition, think customer marketing

SaaS, PaaS, DaaS and even UCaaS - our sector is getting more ‘as-a-service every day. For consumers, this can lower the barrier to entry, but at times lowering the barrier to opt out too. This commercial shift places greater importance on the loyalty and retention of existing customers than ever. But in B2B tech, the focus is so often on acquisition. That needs to change, and soon.

The marketing for ‘as-a-service’ needs to shift to building sustainable relationships and creating long-term value from customers. It’s time to bring back things like retention marketing, customer onboarding and Customer Lifetime Value (LTV)!

Join this breakfast discussion where we’ll cover topics like:

  • How can we support users post purchase?
  • Who in the organisation should ‘own’ customer marketing?
  • What kinds of content can be used in customer marketing?
  • Who’s doing it well, and what’s working?
  • How can we drive user adoption, helping buyers get the most from what they’ve bought in to?
  • How can we maintain the conversation in-between contract cycles?

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