Published: 28 March 2022
B2B marketers often spend more time developing content for prospects instead of content that helps customers postpurchase. Loyalty and customer relationship leaders should deliver content that boosts retention by helping customers derive value from the products and services they already have.
Retaining and selling to existing customers is more cost-effective and profitable than acquiring new ones. Yet, despite declining budgets, 67% of B2B marketers said they focus primarily on acquiring new customers, while only 10% focus primarily on retaining existing customers.
Due to this focus on customer acquisition, B2B marketers usually spend more time developing content for prospects instead of focusing on helping existing customers achieve greater value from products or services they already have.
Customer retention efforts feed into acquisition efforts because loyal and happy customers are more willing to advocate for a brand by participating in case studies and
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Digital Performance Benchmarks Team
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