March 2012
Intermediate to advanced
368 pages
9h 13m
English
Content preview from B2B Digital Marketing: Using the Web to Market Directly to BusinessesBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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6. Planning for Customer Retention
After you’ve converted a prospect into a customer, you now have to work hard—really hard—to retain that customers. Repeat customers are the most profitable, especially for B2B customers; you don’t want to waste all the time and money you spend on gaining the customer by losing him to a competitor.
The retention process is where digital media really shine. Retention is all about establishing and maintaining a strong relationship with your customer base, and digital media can do this better than anything available in the world of traditional B2B marketing.
Understanding Customer Retention
Customer retention is what happens—or what you hope happens—after you convert a prospect to a paying customer (see Figure ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.