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3 Ways to Engage B-to-B Customers on a Long SAAS Sales Cycle

June 9, 2014 By Jonathan Searle
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So, you have a great product and your customers love you, but the renew date is yearly. Knowing how to share and engage with your current clients can be one of the most overlooked parts of the customer lifecycle process. 

Here are three ways to engage your current customer base, and leverage the opportunity to over deliver on value while collecting priceless information.

1. Education
Unless you have been living under a rock for the last two years, you will recall seeing an article, image or video that discusses "10 ways to keep your kitchen clean with NO effort!" Why are these types of content the most visited, shared and commented on? They bring to light the problems we all face on a constant basis, and offer "EASY" and "SIMPLE" solutions. 

After they signing a contract or renewal, having an education plan tied directly into your content is not only going to pay large dividends on your organic rankings and traffic, but it gives your current customer base some love. Giving quick tips or tricks on implementation and uses will not only drive additional value, but also keep existing clients up to date on the best ways to use and releases for your product or services, which could lead to upsell or cross-sell as a bonus. 

Easy education ideas include:

  • Blog posts
  • Infographics on advanced uses
  • Cheat sheet of tips and tricks
  • Webinars
  • Contests around how they are leveraging products/service(s)

2. Listen
Hooray, you have a new client or one just renewed its contract. Do you thank them by saying: "Hey cool, thanks for that and hope you continue to like us. See ya next year"? Of course not! 

Having the ability to listen and ask for feedback from the education points listed above will not only help improve your product, but also open up many other doors to additional product creations or current upsell and cross-sells. 

Easy listening ideas include:

  • Leverage the education ideas above, and at the end ask participants to complete a survey or leave a comment. Then respond, so they know they were heard.
  • Hold a contest to show best implementation or use of software. Create a company awards. (Remember Michael Scott's Dundies?) This is a great way to foster your current and future prospects into "Tribes"—See Seth Godin's book for some more great information, Tribes: We Need You to Lead Us.

3. Change the Channel

 

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