One of the most common mistakes made by SaaS companies, regardless of their size or the years they have been operating, is using the marketing department solely for the purpose of gaining new customers. The reason why is obvious – new customers equals a rise in present and future revenue (more customers, more purchases, isn’t that right?). But what about your existing customers?
As you may have already discovered on your own, the old product-centric method has passed us by. The king is dead; long live the new king – the customer-centric philosophy.
How do new-age marketing tactics and a customer-centric approach work together? By realizing that it’s the customer who sets the pace, the marketing and customer success departments have the ability to assemble a new strategy to engage old, new, and future customers – a strategy that best suits the customer lifecycle.