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Part 2: Customer Loyalty: The Secret Weapon in Your Brand

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Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. A recent survey by Martech Today stated: “Customer satisfaction is more important to marketers than revenue or customer acquisition.” The folks at Gooddata agree, noting that as much as 70% of a business’s revenue typically comes from upselling and renewals. In fact, Gooddata says it can cost five times more to gain a new customer than to continue nurturing the relationship with an existing one.

So, how can you unlock the secrets of customer loyalty and leverage the benefits for your business?

Discover CL strategies and best practices through this four-part series.

Stay tuned for Part 3. Click on the link in the presentation to read the complete blog article.

About Us:

Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or under-performing marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally.

The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants.

To find out more, visit http://www.fusionmarketingpartners.com.

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Part 2: Customer Loyalty: The Secret Weapon in Your Brand

  1. 1. Gail Syman Carson Managing Director, Marketing & Client Services at Fusion Marketing Partners Customer Loyalty: CEO’s #1 Focus to Protect Revenue in the New Year – Part 2 Customer loyalty - the secret weapon in your brand
  2. 2. The Path to Stabilizing, Generating, and Predicting Revenue …is through Customer Loyalty (CL). According to “Customer satisfaction is more important to marketers than revenue or customer acquisition.”
  3. 3. As much as 70% of a business’s revenue typically comes from upselling and renewals. And it can cost 5x more to gain a new customer than to continue nurturing the relationship with an existing one. The Path to Stabilizing, Generating, and Predicting Revenue agrees…
  4. 4. How can you unlock the secrets of customer loyalty and leverage the benefits for your business?
  5. 5. There are three key elements you need to accelerate your CL strategy:
  6. 6. 3. Customer Experience Fortify These 3 Key Areas 1. Competitive Advantage 2. Branding
  7. 7. Fortify These 3 Key Areas Last time, we looked at competitive advantage. I’ll help you integrate your and your CL strategy and provide some actions you can take today to improve CL, engage customers, and build your brand. This time…
  8. 8. In this four-part series, you’ll get a step-by-step guide to retaining B2B customers and ensuring your business reaps the revenue and benefits of customer loyalty. Your Step-By-Step Guide 1 2 3 4 Unlocking the secrets of customer loyalty Customer loyalty – the secret weapon in your brand B2B Customer loyalty and customer experience (CX) Three key customer loyalty metrics to stabilize and improve revenue
  9. 9. Let’s start with focus #2 in the series.
  10. 10. As a marketer, you should always be: - looking to build brand awareness in the market; - motivate a competitor’s consumers to try your brand; - or upsell to your B2B clients. Key Customer Loyalty Focus #2 – Protect the Equity in Your Brand
  11. 11. Build Brand Credibility…FIRST Brand equity, the value of your brand, remains one of the most highly valued assets of your company.
  12. 12. We argue that performance is sustained not by offering customers the perfect choice, but by offering them the easy one. So even if a value proposition is what first attracted them, it is not necessarily what keeps them coming back. So, Make Your Brand a Habit w/ Your Customers
  13. 13. Because Many Customers Don’t Want Yet Another Choice In this alternative worldview, holding on to customers is not a matter of continually adapting to changing needs in order to remain the rational or emotional best fit. It’s about helping customers avoid having to make yet another choice.
  14. 14. We are always very aware that the preservation of a powerful brand is a very valuable strategy in the marketplace and a crucial focus point for achieving sustainable and buildable revenue. As my partner Christopher Ryan discusses in his latest CustomerThink article, brand equity is the first pillar in driving B2B revenue growth. Branding & Rebranding
  15. 15. Preservation of a Powerful Brand A long-term client called us to say that they received a fantastic inquiry from a large company. “This is a great opportunity because the buyer already knows us! As a matter of fact, she attended one of my classes 12 years ago!” Success Story The client said:
  16. 16. Preservation of a Powerful Brand It was an easy and perfect choice because there was established trust and familiarity with the brand. Success Story The prospect not only - • remembered the brand • she sought it out as distinct from competitors • found it still to be as she remembered, • engaged very quickly for a large contract. This is Brand Equity!
  17. 17. You can start today by taking a brand assessment like this one, to identify where you need help in shoring up your existing brand. It will also help you understand how your brand is reflecting CL and building credibility so it keeps customers coming back. Shore Up Your Existing Brand
  18. 18. Jeremy Goldman, CEO of Firebrand Group, recommends branding in a way that: Find Your Unique Purpose Stands for Something
  19. 19. Consumer Surveys Engage with and help validate findings straight from the source: YOUR CUSTOMERS Google It!
  20. 20. Purposeful Real Authentic Clear Then…Make Your Branding: 1 2 3 4
  21. 21. But Most Importantly… Be aware that loyal customers are always reviewing, referring and taking your valued brand with them wherever they go. Be sure you (and your brand) are still there when they need you.
  22. 22. Next up in the CL focus? 1 2 3 4 • Brand Loyalty Read the complete blog: Customer Loyalty: CEO’s #1 Focus to Protect Revenue in 2018 – Part 2 • CX Touchpoints • Customer experience • Customer Experience Success Range Part 3
  23. 23. About Fusion Marketing Partners We Do This: ❖ Brand building/messaging ❖ Website optimization ❖ Content creation ❖ Lead Generation You Get This: ❖ Much greater levels of awareness ❖ Higher quantities of qualified leads ❖ Ability to generate faster revenue Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) Gail Syman Carson, Managing Director, Marketing & Client Services info@fusionmarketingpartners.com 719-357-6280

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