The lead development strategy generally works to convert the lead into a customer and generate sales. Consider the conversion rate as the main KPI. The problem with this approach, however, is that it bypasses the post-sale lead development process. Marketers tend not to focus on leads that have become customers and move on to nurturing new leads or prospects. By doing so, you’re missing out on retaining existing customers and making them come back to buy. Do you still have doubts about it? Here are some facts and figures that will convince you. While selling to a new customer has only a 5-20% success rate, selling to an existing customer has a 60-70% success rate. If you increase customer retention by 5%, you can increase profits to 95%.
Acquiring a new customer is five times more expensive than retaining an existing customer. American businesses lose $136.8 billion a year due to avoidable customer churn. These numbers make it pretty clear that post-sales nurturing is just as important as nurturing leads and leads before conversions. Additionally, customers who have Iran WhatsApp Number List pleasant brand experience immediately after purchase and are satisfied with the products are more likely to spread word of mouth and help you with referrals. Approximately 90% of B2B buyers reveal that positive reviews influence purchase decisions. Additionally, 88% of B2B customers use online recommendations to decide which product to buy.
If You Don’t Stay In Touch
With those customers after conversion, you may lose a potential brand ambassador and evangelist. So how can you employ a lead nurturing plan after the sale? Well, Marketo provides you with a robust lead nurturing tool that helps you execute the early and late stages of lead nurturing as well as customer campaigns. Let’s understand how you can use it and get the most out of your marketing investment. Segment subscribers into leads and customers based on basic targeting criteria and their past interaction with your brand. Your post-sales campaigns will be included in late-stage lead development campaigns. In addition to customer campaigns, this stage also includes the Lead Transfer and Lead Recycling categories.
While the former refers to the stage at which a lead is ready for sale, the latter consists of leads that you count as ready for sale based on your lead scoring criteria. Still, the sales representative feels that he is not ready to participate. Use these details to segment your subscribers and personalize your email communications. This is one of the segmentation criteria devised by Marketo, based on the role of a potential customer: Formulate different automation workflows so you can send relevant follow-up emails and post-sales communications, tailored to your preferences. Customer campaigns must first engage customers and introduce them to your products and services. Gradually, you can cross-sell or upsell other relevant products to encourage them to buy from you again.
Contact Your Customers Regularly
And inform them about your current offers, product launches and updates on current services. Customer campaigns are not limited to ‘introduction emails’ and ‘product recommendations’. Go one step further and let them know how you introduce new features to your services. You can even invite your customers to follow you on social media, which will eventually improve your brand visibility. It will also allow them to engage with your brand across channels, except for emails. Express gratitude and send thank you emails to customers. You might even consider promoting a sale for your ‘VIP’ customers. Marketo sets up a scaffold to send thank you emails to your customers. It will make them feel special and increase the likelihood of future purchases.