2017客户生命周期营销状态（英文版）_8页

B2B Marketers: Expanding Beyond Acquisition Strategies

Introduction

B2B marketers are increasingly shifting their focus from just acquiring new leads to managing the entire customer lifecycle. This includes not only the initial conversion but also the long-term revenue impact of customer renewals and the opportunities for cross-selling and up-selling within existing accounts. Companies like Cox Automotive and Citrix have demonstrated success by implementing customer lifecycle marketing strategies, emphasizing the importance of customer experience and advocacy in driving business growth.

Core Content

• Customer Lifetime Value (CLV) is a key metric for SaaS and subscription-based B2B companies, focusing on retention and ongoing engagement.
• Customer Experience is central to decision-making, with 80% of B2B buying decisions based on it.
• Customer Lifecycle Marketing involves understanding and engaging customers at every stage, from initial acquisition to long-term retention and advocacy.
• Advocacy plays a crucial role in driving new business, as 90% of customer value for B2B companies is obtained after the first sale.
• Data and Insights are vital for creating a comprehensive view of customers and their interactions with the brand.

Main Viewpoints

• Deep Customer Insights are necessary to build effective marketing strategies across the lifecycle.
• Alignment between departments (such as marketing, sales, product, and support) is essential for success in customer lifecycle marketing.
• Creative and Data Integration helps in developing marketing content that resonates with customers at different stages.
• Customer Data Platforms (CDPs) are becoming more important to unify customer data and provide actionable insights.

Key Information

• Cox Automotive nearly doubled upsell demo requests and reduced client churn by 60% through a lifecycle strategy.
• Citrix implemented a customer advocacy program within its Salesforce platform, resulting in a doubling of the influence of advocacy activities on new revenue.
• SiriusDecisions and Bulldog Solutions emphasize the importance of balancing acquisition and retention efforts.
• Demand Metric research shows only 20% of B2B companies currently market across all stages of the customer lifecycle, with more planning to do so.
• Account-Based Marketing (ABM), AI, and Machine Learning are emerging as key tools to enhance customer lifecycle marketing.

Challenges and Solutions

• Siloed Marketing is a challenge, as acquisition and retention teams often operate independently.
• Unified Metrics and Data are needed to break down these silos and provide a holistic view of the customer.
• Interest-Based Engagement programs improve open rates and engagement by delivering relevant content based on customer behavior.
• Predictive Analytics around product usage and retention is becoming a new use case in customer lifecycle marketing.

Conclusion

As B2B companies like Citrix and Cox Automotive show early success with customer lifecycle marketing, others are expected to follow suit. Success in this area requires continuous communication and alignment across departments, as well as the use of advanced data tools and strategies. By focusing on customer experience and leveraging data, B2B marketers can significantly reduce churn and increase CLV, ultimately driving sustainable growth and ROI.

Additional Resources

• Demand Gen Report provides insights into aligning sales and marketing, with a focus on automation and data analytics.
• Surveys such as the 2017 Nurturing & Acceleration Survey Report, 2017 Marketing Measurement And Attribution Survey Report, and 2017 Database Strategies & Contact Acquisition Survey Report offer further understanding of B2B marketing trends and best practices.