Have you ever received an email, phone call or knock at your front door and thought to yourself, “What are they trying to sell me this time?” Chances are, you — like most people — have received unwanted telemarketing, email marketing or solicitors in the past. Thanks to technology, marketers and salespeople alike are now able to manage communication preferences, hopefully resulting in fewer unsubscribes and complaints. However, because of past experiences customers today can’t help but think every marketing communication is an effort to “sell them something.”
Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions, shared a valuable insight in a 2013 blog post regarding nurturing customer relationships:
The best sales pitch is a good customer relationship. Establish communications that support development of that relationship, and help the customer get value out of the current investment, and the customer will find it a lot easier to make the next investment.
As Heuer points out, most marketers are familiar with lead nurturing but don’t realize the benefits of customer nurturing. Let me be blunt, if you’re not nurturing customer relationships, you’re missing the boat! Gartner Group reports that 80% of your company’s future revenue will come from just 20% of your existing customers.
Join Right On Interactive this Wednesday at 2:00pm EST, as we discuss the importance of nurturing customer relationships. Learn the benefits of customer lifecycle marketing and the difference between nurturing and selling. It’s time to put the customer in the center of your marketing efforts!
TweetChat: Nurturing Customer Relationships
Date: Wednesday, April 2
Time: 2:00pm EST
Where: #ROImktg
I look forward to tweeting with you soon!
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