Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

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

June 9, 2014 By Jonathan Searle
Get the Flash Player to see this rotator.
 
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

 

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: