Marketers love chasing, engaging, and nurturing prospects.
Marketers love MQLs and revelling in sexy metrics how about well they are performing.
But once a prospect turns into a customer, marketers move on to the next shiny prospect.
A customer becomes the responsibility of customer success or customer service.
Linda Komisak, CEO of Upturn Consultants, believes this is the wrong approach.
Not marketing to customers, she says, means you're:
- not making enough of an effort to keep them happy and loyal
- not educating to get more value from your product
- not creating opportunities to expand their business with you.
In this Marketing Spark podcast, Linda talks about how marketing to customers matters and why "trusted advisors" play a key role in making sure customers are served properly.