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Tag Archive: ROI

B2B marketing tip #55: Reward loyalty—and retain customers

B2B Marketing Tip of the WeekI hate it when the cable company offers new customers a deep discount—and ignores me as a long-time subscriber. When it costs five to ten times more to get a new customer than to keep a current one, the ROI equation for marketing is clear.

Think carefully about extending offers to prospects without demonstrating corresponding value to your established customer base. Consider developing a formal program to maximize customer retention.

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B2B marketing tip #33: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs.

Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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