As marketers, much of our vocabulary is centered around the idea of new – new tactics, new markets, new channels, new messaging, new trends, new leads and, most importantly, new customers.
With the constant push to focus on new offerings and nurture prospects into sales-qualified leads, it’s easy to hear, “new, new, new” on loop in your head and lose touch with your current customers and existing products or services.
We get it. It’s a new day, a new week or a new quarter, and you have a new goal that you need to report on in a new format. Establishing a different loop in your head is nearly impossible. But what if the same old laser focus on only the new actually creates a problem?
The problem is revenue left on the table. Revenue from current customers is just as valuable as revenue from new customers, if not more, since it’s often easier, faster and less expensive to generate.
First, let’s address ease, speed and cost:
In addition to the ease, speed and cost savings, you can realize opportunities by focusing on driving revenue from your existing customers via marketing campaigns. If executed correctly, your efforts can also help to ultimately generate more revenue by reducing attrition and organically generating new leads as by-product, too.
Just as you would create a prospect or buyer campaign content strategy with the goal of driving revenue, the best approach to driving uncovered revenue from your customers is to develop a customer campaign strategy that accomplishes these six goals:
Hopefully, this has helped change your inner monologue from “new, new, new” to “optimize the existing.” Use these tips to help generate revenue from your current customers and ensure you’re not leaving opportunities on the table.