Silverpop - After the Sale: 3 Ways to Strengthen Client Relationships with Behavioral Marketing Automation
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After the Sale: 3 Ways to Strengthen Client Relationships with Behavioral Marketing Automation

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by: Teri Andrews (@teri_andrews)
09 April 2013

As we exit Q1 and enter Q2, we’re all still focused on delivering against new, aggressive quotas with a bunch of new business. But what about the business that comes from those who are already your customers? They’re part of making your sales goals, too, so it’s critical that they don’t feel like just another number.

The fact is, today’s winning enterprise orbits around cultivating successful client relationships across many channels and multiple touch points for the long term. Yes, many companies solve for this challenge with dedicated customer service and success teams. But why take yourself out of the equation when you were part of the initial customer-creation chemistry?

In this blog, I’ll share key ways that marketing and sales teams can nurture and expand post-sales relationships with behavioral marketing automation — and gain the same revenue-producing personalization that they employed when first chasing a sale.

1. Continue using the data you have. Just because the sale is over doesn’t mean your marketing department should stop tracking online behavior. You sell more than one product or service, don’t you? Pay attention to how your customers behave — clicking an email, visiting your new product page, requesting a demo. You’ll gain visibility into possible next purchases and can customize your automated offers accordingly across multiple touch points at exactly the right time. Of course, collecting and responding to this information depends on having a robust marketing automation tool.

You should also monitor online behavior to spot opportunities to recommend products or services that your customers might not know they need. For example, if a customer keeps visiting a page about analytics, she might need help creating custom reports. Does she know you offer that service? There’s a lot of money to be had in existing account expansion via upsell and cross-sell, so don’t miss that opportunity.

2. Check in on your customer. By experience, we all know that the beginning of a relationship often dictates its longevity and quality. This principle is no different in business. Honor it by sending automated emails at regular intervals after you sign new clients. Check in, and provide relevant content at critical times — from the first thank-you note you send after their initial purchase, to offers to review products online.

For B2B customers, consider sending content that addresses current behaviors. In the case of the customer looking at analytics, you might fire off a step-by-step guide for creating those custom reports. On the consumer side, consider celebrating important anniversaries or recent searches on your site with discount offers. In future emails, you can recommend complementary products or add-ons.

3. Make recommendations based on your typical customer lifecycle. Your customers think about the issues and challenges of their own specific companies every day. Broaden their industry perspective with a consultative approach. Share competitive information about what others in their region and industry are doing at similar stages in the customer lifecycle. For example, Silverpop customers may start with email and see great results within six months. Once they’ve mastered the basics they might be more ready to understand the additional ROI they could enjoy via social sign-in or more sophisticated automation.

Happy and successful customers remain customers for longer. They also expand their business with vendors like you. And let’s not forget the power of new business referrals. It’s in your best interest to take good care of your new business, especially after they become customers! Make sure behavioral marketing automation is a key pillar of your revenue strategy.

Related Resources:
1) Blog: “Leveraging Buyer Behavior and Automation – Keys to Retention Marketing Success
2) Tip Sheet: “7 Tips for Creating an Effective Modern-Day Loyalty Program
3) Webinar: “10 Most Effective Retention Marketing Strategies for Digital Marketers


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