Direct Response Marketing: Customer Retention

Maintain customer relationships and build loyalty

Finally, once you acquire profitable customers, you need to maintain them through consistent communication of the message and product offers most relevant to them. And, based on their buying patterns, introduce them to new products and services that they need – and your company provides. Retain your already valuable customer base with data enhancement and event marketing capabilities.

Keep Your Customer Data Accurate

Retaining customers involves keeping an updated database of customer information. Research shows that 40% of a company's data can be considered "bad"⁵. Titles change, companies move, and employees change jobs which makes the B2B direct marketing and sales world difficult. Keep your data updated by enhancing the quality of your customer and prospect information. Add valuable contact and company information about the decision makers in your database with data enhancement. This information gives you the customer insight necessary to enhance your relationships with them as well.

With DM2-DecisionMaker's Data Enhancement, marketers and sales professionals gain the ability to:

Reduce direct mail waste
Receive timely database updates
Keep data current and qualified

Quality data is the key to maintaining your customer relationships.

Maintain Connection with Event Marketing

Retain and up-sell current customers with the pre and post show capabilities through DecisionMaker Tradeshow 360. Use these services to inform your current customers about all of your company's events, promotions, and programs. Let them know about special customer-only offers and up-sell your products and services before and after your tradeshows and events – without any influence from your competitors. DecisionMaker® Tradeshow 360, an end-to-end event marketing program, includes:

Pre-show invitations (postal and email) to your target market
Targeted, pre-show booth invitation calls to your top prospects
Post-show lead qualification to help sales call the best leads
Adding prospects and qualified leads that meet your target profile

Get qualified, timely updates to keep your customer data current and use event marketing capabilities to up sell and engage current customers.

Analytics

What methods do you use to retain customers' Newsletters? Tradeshows? Data Enhancement? Whatever your strategy is – it can be measured. Retaining loyal customers requires marketing metrics. Learn which messages produced the highest response rates and increase future response rates with analytics. This program will determine the most likely responders for future campaigns and create overall increased marketing effectiveness.

Get Started

Maintaining your customer relationships depends on the accuracy of your customer data.
Contact DM2 today to build data quality into your marketing process.

_{5. Orf, Bob. "Ignoring Bad Data Can Cost You Your Customers." Btobonline.com June 9, 2008} Back to DecisionMaker Services