August 7, 2020
4 Sending Strategies for Driving Customer Retention
Revenue teams have been asked to do more with less, and as the digital world becomes more saturated, programs that bring back the feel of in-person experiences have grown more important. This is why we have brought together Sendoso experts from across all departments to share creative ways we have maximized sales and marketing ROI in this new climate.
Across 4 unique sessions, we share proven strategies for driving revenue growth, how to achieve measurable results from sending, and maximizing ROI. Whether you’re in sales, marketing, or customer success, these insights will bring success to your team.
This post is brought to you by Sendoso Dir. of Customer Lifecycle Marketing Zackary Alspaugh.
The natural evolution of Account-Based Marketing (ABM) for your customer base has arrived; Account-Based Everything (ABX) is a tip-to-tail recognition of the customer lifecycle from the traditional starting point of sales and marketing, expanding through customer onboarding, service, and support.
This multi-departmental approach can boost retention and improve ROI by empowering all of your customer-focused teams to forge a personal connection, course-correct with agility, and build strong advocacy within your user community.
In the Sendoso for Retention session of our Sending for Success series, Sendoso team members were joined by Arctic Wolf Networks Sr. Customer Marketing Manager Liz Caspersen and OneLogin Customer Marketing Manager Larisa Sandu. Each speaker shared strategies and ideas for a robust approach to using Sendoso for customer retention with short turnaround and great results.
4 Customer Retention Strategies with Sendoso
1. Welcome New Customers
“We discovered we weren’t really nurturing customers as much as we could, especially at the beginning of the customer lifecycle,” explained Larisa. “They received all this wonderful attention from sales… once they became a paying customer, that transitional period was pretty quiet for them.” So, OneLogin launched a program to deliver a perfectly branded, highly relevant welcome package for new customer administrators.
2. Align Your Customer Service and Marketing Teams
“Your CSMs are arguably the closest people to your customers, and have a very powerful voice,” explains Sendoso Manager of CSM Ben Rosenberg. “CSMs can also help educate marketing about what they’re seeing on the front lines, what they’re hearing from customers, and what content is needed to best help customers through your journey.” This powerful partnership between marketing and customer service has the potential to maximize retention and supercharge acquisition.
3. Improve Support Strategies
Sendoso VP of Sender Experience Ben Rosenberg creates ways for the support team to give back to those customers who use and champion the platform. “We think about our support organization broadly as having a conversation with our customers. If someone has a thoughtful product suggestion or a support agent hears that someone has had a big life event… we have some predefined touches that we deploy to make that personal connection and build some brand recognition.”
4. Celebrate Milestones and Loyalty
When Liz wanted to drive adoption for a new product, her Arctic Wolf team paired the campaign with physical touchpoints to show appreciation for setting meetings and expanding services. The touchpoint allowed the CSM team to “speak freshly and courageously about a new service feature of ours,” resulting in 41 net-new opportunities and 27 closed-won deals—all within a 6-week campaign.
Successful Sending for All
If you’re looking for more ways to incorporate the power of ABX into your organization—including building strong Advocate programs and unlocking the power of NPS through sending— watch the full on-demand session of Sending for Success: Revenue Team’s Full Funnel Playbook.