Everybody will have heard the phrases
– It costs x times more to get a new customer than keep an existing one.
– There are 2 ways to grow – sell to new customers or sell more to existing ones.
The reason that they are so well known is that they are true, and still so many companies forget about marketing themselves to their own customers.
We have just completed a customer campaign for a client to understand more about their customers’ requirements around supplementary products/services to their core offering. They also offer these supplementary products as well but they haven’t really told anybody this.
As a result of this campaign we have found that in the last 12 months they have lost around £250,000 of revenue. This is where their clients have gone to competitors to buy the products/services as they didn’t realise that my client offered them.
So not only have they lost revenue, but they’ve also let their competitors in to begin a relationship with their customers.
On a more positive note they have got a number of new sales leads that should close in the next 6 months.
So when planning your B2B lead generation campaigns think about how you can improve communication to customers.
