Microsoft Cloud Authors: Elizabeth White, Yeshim Deniz, Serafima Al, Janakiram MSV, John Katrick

Blog Feed Post

B2B Content for Customer Retention Tells a Different Story

I'm starting to see customer retention, up sell and cross sell getting a bit more attention from B2B marketers these days. From account-based marketing programs to targeted microsites and nurturing programs, marketers are finally looking to increase the value of their existing customer portfolios. And I like where they're looking.

The challenge is that customer marketing is a very different animal than net new logo marketing. We can't just show up at renewal time and get them to sign off. Customer retention is no slam dunk.

A few reasons why:

  • Their status quo is different
  • They have a relationship with you
  • Their expectations are higher

In light of the points made above, let's take a look at how content strategy must shift to engage existing customers.

A New Status Quo

Your customer's existing situation is different (It had better be) because they've purchased the solution to their original problem. Therefore, everything you said to them prior to that purchase (your lead gen and nurturing content) is now redundant.

Consider that the problem-to-solution story has changed. Now that the original problem has been solved, what comes next that your product and company can help them resolve to add more business value?

The only time there's an overlay with new buyer content strategies is when the target is a line of business or department that may not be familiar with your company. But I still contend that a referral/reference strategy is a core component to consider. In fact, I'd suggest using a case study - or several - about the value you've already helped them to accomplish internally.

The buying process for retention, up or cross sell will look somethinng like:

Use and Rely Upon: After purchase, your content should help them embrace the new solution and address issues such as user adoption, reporting, and other things they need to know to get the value you originally promised.

Gain More Value: Once the customer is using and relying upon the original solution, your goal is to help them find even more value than you promised. This could mean introducing new ideas that take them from their new status quo to a position of higher value - often by purchasing enhancements or additional solutions.

Keep the sales pitch subtle. This is about thought leadership, education and expertise. Then cement that with case studies that focus on what your customers have achieved beyond solving the original problem.

Renewal or Expansion: Given your goal, this is the late stage of the buying or renewal process. This is when marketers really need to focus on creating the content that account managers need to convince customers to stay and continue to put faith into the value of your company.

Talk to your account managers and really probe to understand what they're hearing from existing customers. Ask them questions such as:

  • Who are they trying to get to for an expansion deal?
  • What new lines of business are they trying to get to?
  • What problems might existing customers be having with the product they purchased that could keep them from renewing?
  • What's next in their customer's strategic plan?
  • What successes are their customers most proud of? (Is it what you thought?)

The Customer Relationship

One thing to consider is how to segment customers not only based on what opportunities their new situations present, but by how much attention they get from their account managers. Often, for economical reasons, only the best/biggest accounts get a lot of attention. It's marketing's job to help the customers with limited account manager relationships feel the love. And that means creating content programs that they find valuable.

In fact, retaining customers is getting more competitive in line with the speed of change to the business landscape. Remember that to someone else, they are a new logo. Just as you try to become the replacement vendor for those using your competitor's solutions, well, so do they go after your customers. Losing sight of that reality can be costly.

Higher Expectations

Many buyers say that a key factor in their decision to do business with a company rested, in part, on the value of the content and unbiased information provided during their buying process. Why wouldn't the same be true of their renewal process? But, based on that previous buying process, their expectations are high. They expect evolution from what was a stellar engagement process during buying to a better one now that they're customers.

And, they should. Given the fact that markets change quickly and solutions evolve much faster, there will always be a new story to tell. The marketers who tell it first and best, putting an insightful spin on how their customers can reap even more value, will be the ones who help their company win more business.

Providing value to our customers does not stop with purchase. The story just changes. It's up to us to help them connect the dots to find more value and new approaches to reaching their business objectives.

How are you evolving the story you're telling to your customers?


Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

@ThingsExpo Stories
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of bus...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
DXWorldEXPO LLC announced today that "Miami Blockchain Event by FinTechEXPO" has announced that its Call for Papers is now open. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expe...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER give you detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPO also offers s...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...