‘The rise of retention marketing as a strategic priority in 2017’ – Marketing Land
Heather Timney says, “It’s no longer a secret that nurturing existing customers is important to the long-term financial success of business-to-business (B2B) companies. That’s because by now everyone is aware that it costs considerably more to acquire a new customer than to keep an existing one.
It should come as no surprise, then, that retention marketing is moving up the priority ladder in the B2B world, making it critical that marketing departments command a more prominent role in the overall customer experience strategy.
As experts in customer communication, marketers are among the best positioned to lead the charge in rolling out well-crafted programs designed to build deeper relationships with customers.
This aligns with a report by Gartner that showed 25 percent of chief marketing officers say leading the customer experience is the most-increased expectation CEOs have of them. In fact, at our Voice of the Customer consulting firm, we’re certainly seeing marketing departments take an increasing role in owning, or at least influencing, their company’s customer experience strategy”.
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