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. Lock in loyalty and you'll reap rewards--Gail Syman Carson explains in this extremely useful SlideShare. Find out what the award-winning marketer advises. http://ow.ly/szmI30kmcbI

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. 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. 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. How can you unlock the
secrets of customer loyalty
and leverage the benefits
for your business?

5. There are three key
elements
you need to
accelerate
your CL strategy:

6. 3. Customer Experience
Fortify These 3 Key Areas
1. Competitive Advantage
2. Branding

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. 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. Let’s start
with focus #2 in
the series.

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. Build Brand Credibility…FIRST
Brand equity, the value of your
brand, remains one of the most
highly valued assets of your
company.

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. 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. 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. 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. 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. 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. Jeremy Goldman, CEO of
Firebrand Group,
recommends branding in
a way that:
Find Your Unique Purpose
Stands for Something

19. Consumer Surveys
Engage with and help validate findings
straight from the source:
YOUR CUSTOMERS
Google It!

20. Purposeful
Real
Authentic
Clear
Then…Make Your Branding:
1
2
3
4

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. 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. 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